{"id":10785,"date":"2011-08-24T00:01:13","date_gmt":"2011-08-24T07:01:13","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=10785"},"modified":"2011-08-17T01:03:20","modified_gmt":"2011-08-17T08:03:20","slug":"dick-orkin-day-oday-radio-2","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/08\/dick-orkin-day-oday-radio-2\/","title":{"rendered":"DICK ORKIN and DAY O’DAY: Dreaming In Commercials, Part Four"},"content":{"rendered":"
\"radio<\/a>

Dick Orkin, Dan O'Day<\/p><\/div>\n

This is the fourth installment in a series<\/a> that began with Dick Orkin<\/a> <\/strong>repeatedly hearing this refrain from radio station salespeople:<\/p>\n

“I don’t like writing commercials!”<\/p><\/blockquote>\n

Dick surveyed a large number of radio account executives to determine their most common reasons for viewing “commercial copywriting” negatively.<\/p>\n

Ultimately he concluded, “The commercials they write are boring as all hell to themselves and others.”<\/em><\/p>\n

Why? In my experience, most often it’s because he people writing them have nothing to say.<\/p>\n

And that’s because:<\/p>\n

A)\u00a0 They haven’t done enough research. (You don’t need to know anything about the guy who’s just ordered a Big Mac. Just wrap it up and give it to him.)<\/p>\n

B)\u00a0 They haven’t been provided with enough information.<\/p>\n

C)\u00a0 They don’t know that their job is important.<\/p>\n

D)\u00a0 Bad commercials are the industry standard, so no one complains when they exchange perfectly good money for worthless word tripe .<\/p>\n

E)\u00a0 They’re not trying to communicate a valuable message.<\/p>\n

F)\u00a0 They don’t know they’re supposed to be writing human messages that will, one hopes, be heard by humans.<\/p>\n

G)\u00a0 They don’t combine their formal research with their lifetime of experiential research \u2014 both of their own experiences of those of others.<\/p>\n

What is the advice given to every would-be writer?<\/p>\n

“Write about what you know.”<\/em><\/p>\n

Raise your hand if you’ve heard that one.<\/p>\n

Keep your hand up if that makes sense to you.<\/p>\n

You’re probably not interested in reading a bookkeeper’s imaginary account of how he singlehandedly scaled Mt. Everest when you know he’s never set foot outside of Ottumwa, Iowa, do you?<\/p>\n

So if your hand is still up, then:<\/p>\n

Why in the world do you presume to write a commercial for the local dress boutique when you know nothing about dresses, nothing about boutiques, nothing about that shop, and nothing about their customers?<\/p>\n

First find out, THEN write.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

This is the fourth installment in a series that began with Dick Orkin repeatedly hearing this refrain from radio station salespeople: “I don’t like writing commercials!” Dick surveyed a large number of radio account executives to determine their most common reasons for viewing “commercial copywriting” negatively. Ultimately he concluded, “The commercials they write are boring […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-10785","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nDICK ORKIN and DAY O'DAY: Dreaming In Commercials, Part Four - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2011\/08\/dick-orkin-day-oday-radio-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DICK ORKIN and DAY O'DAY: Dreaming In Commercials, Part Four - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"This is the fourth installment in a series that began with Dick Orkin repeatedly hearing this refrain from radio station salespeople: “I don’t like writing commercials!” Dick surveyed a large number of radio account executives to determine their most common reasons for viewing “commercial copywriting” negatively. 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