≡ Menu

September, 1994 (continued):

In Hamburg I conducted my AIR PERSONALITY PLUS+ seminar for AlsterRadio. Ulrich Bunsmann and Werner Rawe were kind enough to meet me at the airport. As usual, all I saw of the city was during the rides to and from the hotel.

Hamburg looked quite beautiful; the word that came to mind was “sparkling” (although Germans are quick to add, “Yes, but it always rains there”).

And the Hotel Steigenberger — yes, the same company that owned the great restaurant at the Frankfurt airport (see my September 13 posting) — was exceptionally nice…except for the lack of customer service attitude of some of its employees.

One example: In setting up for our seminar, I cued up a videotape I used (this was 1994, remember)…but could only get it to appear in black & white.

I had seminar videos in all VHS formats — PAL, for Europe — so it wasn’t an incompatibility problem.The hotel’s A/V guy sniffed, “It’s not the equipment. It must be your tape.”

I explained that I had played this tape many times before with no trouble. He insisted the problem was with the tape.

“Oh, I see,” I replied. “I must’ve accidentally brought the cheap videotape — you know, the kind that only plays black & white. Or maybe the color fell off when I went through airport security.”

The A/V guy very reluctantly examined the equipment again and discovered that one of the settings was incorrect. Voila! — we had color. I waited for him to say something to me — perhaps a simple, “Sorry” — but he turned and wordlessly began to leave.

I know I should have resisted, but I couldn’t help it. I loudly exclaimed, “Hallelujah! It’s a miracle! God has restored color to my back & white videotape!”

I saw the guy’s shoulders stiffen, but he never said a word. My hosts, however, seemed to enjoy the moment.

{ 1 comment }

YOUR "3-MINUTES TO LIVE" SONG

Years ago I had the pleasure of coaching the morning shows at Singapore’s Safra Radio. I taught them my method for creating their own Unique Listening Proposition, wherein they invent fun things to do that never have been done on the radio before.

Here’s one little feature (among the dozens of good ideas they generated) that any music station can steal:

3 Minutes Left To Live: You’ve just learned that you have only three minutes left to live. What song would you want to hear?

I’ll expand upon that question and ask it of you:

You’ve just learned that you have only three minutes left to live.

What song would you want to hear?

And what is the one song you definitely would not want to hear?

{ 23 comments }

HOW TO RECORD VOICEOVERS AT HOME OR ON THE ROAD

See, when you read this blog sometimes you learn about cool free stuff — like the upcoming teleseminar Harlan Hogan & Jeffrey P. Fisher will be conducting soon.

How To Record Voiceovers At Home Or On The Road

Ask your question about how to record voiceovers at home or on the road right now. No charge to ask, no charge to register for the teleseminar.

{ 3 comments }

RADIO ADVERTISING LESSONS FROM WAIKIKI

Waikiki. Yeah, that’s my car.

I’m walking down the street in Waikiki and I pass a guy who waves a brochure at me and says, “We’ve got a whale watch!”

I guarantee he would’ve gotten more people to stop — and more people to sign up — if his opening line had been, “You should be going on our whale watch tonight!”

Why? Okay, obviously the second approach would have focused on the targeted consumer, rather than on the whale watch excursion provider. But it also would have begun a conversation with (some of) the passersby.

Oh, really? Why?

What makes you think I would enjoy whale watching?

No, thanks. I get seasick.

What exactly is a whale watch?

Which Brings Us To Radio Advertising.

A good radio commercial is a conversation with the targeted consumer. Before you write the opening line of your new radio spot, ask yourself: “Is this a good way to begin a conversation with my prospect?”

{ 3 comments }

British Airways has a long, proud history of lousy advertising. Their losing streak continues with this radio commercial.

What do you picture when you think of “London”? Some guy giving a tedious tour?

And those idiotic, unrealistic tourists hanging on his every word? Guess whom they’re supposed to represent?

The target audience.

This commercial tells us the tour guide’s story (albeit in a patently, insultingly fake manner). It should be telling the story of the targeted listener, visiting London via British Airways. And more importantly, showing us the results those targeted listeners will experience.

{ 14 comments }