Assuming you do a live radio show with live listeners, just open the mic and say…
Today’s Radio X Opinion Poll Question: “Would you ever call up a radio station to vote in an opinion poll?”
Call now to let us know:
“Yes, I would call a radio station to vote in an opinion poll.”
or
“No, I’d never call a radio station to vote in an opinion poll.”
Then give a running tally throughout your show.
Just a suggestion….
People keep asking when we’ll be releasing the recordings from PD Grad School 2010.
Answer: Soon. Really.
In the meantime, here’s a brief yet thought-provoking sample from Tripp Eldredge.
There’s a lot to like about this commercial — beyond its obvious entertainment value.
For anyone questioning the wisdom of focusing on the “bad attitude” or the much used conditions of the mobile homes….
Look again at the name of the advertiser: “Cullman Liquidation.” They’re liquidators.
Their customers are looking for something as cheap as possible. Period.
But what I love about this commercial is the way it demonstrates something I’ve taught for years:
How to “break” the Rule of 3s.
Basically, the “Rule of 3s” means that if you are going to list things in a commercial (or, for that matter, in a speech), “3” usually is the magic number.
I’ve never heard anyone else explain why, though.
Here’s why:
The first of the three examples introduces the premise. Before the first one appears, there’s nothing at all.
So the triad might begin, “Are you tired of doing the same old thing every night?”
The second one establishes the premise: “Sick of going to the same places?” (Oh, I get it. They’re listing examples of the rut my social life is in.)
The third one “milks the gag”: Now the audience realizes you’re listing examples of that rut they’re in, and they’re ready for the next one: “Bored to tears hearing the same old stories from your relatives?”
That’s where you stop: at 3. If you keep going, the audience becomes impatient. (Alright, already! I get the idea! What’s your point with all this…?)
But for as long as I’ve taught the Rule of 3s, I’ve also taught how to break it, how to extend it to 4.
If you include a 4th item in the list, that item needs to surprise the audience. It can’t just be one more in the list; it needs to be surprisingly different.
I doubt Rhett & Link gave any thought to “The Rule of 3s” or my rule on how to break it. But look what they did:
The spot ends with:
1. The Cullman team walking toward the camera. At this point, the viewer has no way of knowing there will be #2.
2. The Cullman team closer, walking toward the camera. Now the audience is aware of a pattern and is somewhat prepared for #3.
3. The Cullman team still walking, even closer to the camera. Now if the audience were to guess what is going to happen next, they’d guess it would be yet another shot of the team walking, closer still.
But then comes the surprise: Totally unexpectedly, #4 is the Cullman team — inexplicably — running toward the camera.
Thanks to Rhett & Link for letting me share this with you. If you liked this spot, you’ll get a lot out of their “Making of” the Cullman Liquidation Commercial (opens in a new window). That link also will lead you to a bunch of other videos from the guys.
First, the commercial…
What an original concept: The terrifyingly precocious children try in vain to explain the advertised offer to their I.Q.-challenged father.
Okay, quick, what did you picture?
The kids?
The Dumb Dad?
How about the family returning whenever they want, any day of the year, no blackout dates, at no charge (after paying for their annual pass)?
Doubtful.
“And you know we’re coming back on Mother’s Day, so Mom can go nuts on The Simpsons Virtual Roller Coaster.”
Uh, yeah. That’s a natural mental connection: Mom and the Simpsons Virtual Roller Coaster. Or maybe the kid’s confused and it’s actually Uncle Ted from Tucson who will go nuts for the roller coaster?
And please show me the 6-year old anywhere on this planet who under any circumstance spontaneously will say, “And we’re already amped for the 4th of July weekend when Peter Jackson’s new King Kong 360 3D attraction opens.”
Here comes the clue train.
The pictures you paint in the listener’s mind are what the listener will remember. Just having the kids talk about the benefits of the annual pass isn’t good enough.
And then, for the tiny minority of the audience that hasn’t already fled, they bring in some guy to present the details by talking really fast over loud, bad music.
Idea for Universal Studios: Cancel your radio advertising budget altogether and use the savings to lower parking costs for customers who manage to find you despite your history of lame commercials.
