DAN O’DAY TALKS ABOUT RADIO

A SUBSCRIBER ADMONISHES ME re: "HOPE"

by Dan O'Day on January 13, 2009

Art Taft of KRTV writes:
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Hi Dan. Every year or so I send you this message about the heading of your newsletter that I very much look forward to and enjoy reading:

Here is your copy of THE DAN O’DAY RADIO ADVERTISING LETTER #117. I hope you find it worth reading!

Please consider changing “I hope you find it worth reading” to “information to help you become the consummate professional.”

Hope is not a game plan. Hope is wanting something to happen that you did not work towards or for. Hope is the desire for a miracle. I hope I win the Lottery. I hope the ad campaign works. I hope I get to see the decision maker. I hope I meet a wealthy woman.

Your newsletter is worthy. Your newsletter is educational. Your newsletter is your personal contribution to helping to change messages from lackluster to brilliant.

Dan, you work too hard to hope that someone will find it worth reading. Your headline should always be that they are lucky you kept them on the mailing list.
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Dan Replies:

First, thanks very much for the flattering review of my newsletter.

I don’t think your definition of “hope” would conflict with my using the word in relation to events or actions I cannot control.

To me, the ultimate test of an “expert” is whether that person is able accurately to predict results in his/her alleged area of expertise. (Obviously, that test disqualifies economists and virtually all the talking heads you see on TV.)

When I write a campaign for a client, I don’t hope it works. If I’ve done my homework and they’ve given me enough accurate information, I know it will work — unless they decide to “tweak” the script themselves, in which case all bets are off.

Example: The “Dentist” commercial we syndicate always produces immediate results. So I was puzzled when one dentist called me to report that while the campaign was generating some response, the volume was disappointing. Turns out he took the 30-second spot — the one that always works — and added another 30 seconds to it, offering a free weekend vacation certificate to anyone responding to the commercial.

So I don’t “hope” my radio campaigns work. But I do hope my clients get their money’s worth by trusting me as the expert who predicts that if they run what I give them, they’ll get results.

In one of my Radio Advertising Letters, I can share a technique or principle that I know is valuable, that works. But whether any individual subscriber thinks that principle or that particular issue is worth reading? I can’t predict.

But I hope they do.

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MONDAY RADIO COMMERCIAL SMACKDOWN: Shotgun Wedding Commercial

by Dan O'Day on January 12, 2009

I’ve just coined that phrase, referring to commercials that exist because two companies made a deal to partner in a marketing or advertising promotion.

Neither company actually cares about getting results. They’re too blinded by the fact that somebody else is paying for part (or all, depending upon the promotion) of this!

Actually, whoever created this has achieved something noteworthy. They’ve produced a commercial that has absolutely no value at all. They’ve managed to say nothing, badly.

The commercial opens with the name of the advertiser. Why? Well, I’m sure it pleases the Visa people. Otherwise, it signals to the audience, “Here’s a brochure for Visa Signature credit cards.”

“On top of the points or miles you already earn…” — They jump right into the pitch, assuming that everyone in the audience has a Visa card, has a Visa Signature Card that earns points or miles, and at this very moment is thinking about their Visa Signature Card. They don’t attempt first to get the attention of the targeted listener.

“To experience the luxury of the world-class Pinehurst Resort” — Apparently all the effort went into creating this joint promotion, while the actual writing of the sales message was delegated to a secretary.

This is a golf club. Golfers use it to hit golf balls when they play golf on golf courses.

“year-round exclusive golf packages” — followed by the sound of a club hitting a ball, apparently for the sake of listeners who aren’t sure what “golf” is.

“Cardholders have access to the best of Pinehurst Golf” — implying there’s a worst of Pinehurst Golf.

“with the Ultimate Golf Package” — whatever that is. They go out of their way to illustrate the concept of “golf” but apparently assume everyone knows what “the Ultimate Golf Package” is.

They give the phone number before giving people a reason to call.

And the reason? “To reserve your Pinehurst Experience.”

MR. STUPID: Say, honey, why don’t we reserve a Pinehurst Experience?

MRS. STUPID: What a great idea! You’re such a wonderful husband.

MR. & MRS. STUPID: Thanks, Visa Signature Card and Pinehurst Resort!

After 50 seconds of mind-numbing nothingness, they finish with 10 seconds of fine print.

And what is this radio commercial’s Core Message? You know, the one thing they want the targeted listener to hear, to understand, and to remember? Take your pick:

• Visa Signature Cards give you exclusive benefits

• Luxury of Pinehurst Resort

• Year-round, exclusive golf packages

• The Ultimate Golf Package

• The Home of Golf Package

• 10% savings off any Pinehurst package

• Mention your credit card at time of purchase

• Instructions on figuring out if you have a Visa Signature Card. (HINT: If you have a Visa Signature Card, it will say “Visa Signature Card” on the front of your card.)

Two entities joining together to flush money down the toilet. What’s that called again? Oh, yeah: “Synergy.”

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BOBBY OCEAN’S SUNDAY RADIO CARTOON

by Dan O'Day on January 11, 2009

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PDs Who Hotline Jocks

by Dan O'Day on January 10, 2009

I’ve created this post for any Radio Advertising Letter subscribers who would like to comment on “PDs Who Hotline Jocks,” which I discussed in the newest Letter.

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YES, IT’S POSSIBLE TO DO 100% ORIGINAL STUFF ON RADIO

by Dan O'Day on January 10, 2009

Rune Dahl is an old friend and presently afternoon host at Radio Norge (the English rendition of “Norge” is “Norway”). He made me aware of this particular phone bit by Bård and Vegard Ylvisaaker, aka the Ylvis Brothers.

Bård Ylvisaaker, Vegard Ylvisaaker, Ylvis Brothers

The Ylvis Brothers

A phone bit? What could anyone possibly do that’s new?

The set-up is the guy is too nervous to talk on the telephone, so he sings instead. Give it a listen:

The Back Story

I asked Bård how they came up with this concept….

This was actually made on the last day on air {at NRK — Dan} for us. We needed something that could make us leave the air with a blast, and we were really quite desperate.

We’d been thinking about making a phone call as an improvised musical for a long time, but actually found the idea a bit cheesy — or cheap. But since we had no other idea, we tried it — and it turned out to work better than we imagined.

My brother, Vegard, played the piano in studio, while I was singing. We didn’t rehearse anything, just gave each other some signs to hint what moods we wanted for the separate parts.

Every now and then I hear something that’s both creative and new, and it gives me hope.

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