{"id":12405,"date":"2012-03-14T00:01:10","date_gmt":"2012-03-14T07:01:10","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=12405"},"modified":"2012-03-13T23:24:13","modified_gmt":"2012-03-14T06:24:13","slug":"radio-advertising-myth","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/03\/radio-advertising-myth\/","title":{"rendered":"MYTH: Radio Advertising Requires Creativity"},"content":{"rendered":"

The worst thing that ever happened to the radio advertising industry occurred sometime in the last century when some well-meaning person foolishly labelled the department in charge of crafting radio commercials as “Creative.”<\/p>\n

Today, being “creative” is the goal of most people who produce radio advertising.<\/p>\n

They even give awards for the “most creative” commercials.<\/p>\n

This is the first thing you must understand:<\/p>\n

Radio advertising is not a creative exercise. It’s mass salesmanship<\/strong>.<\/p>\n

The goal of a commercial is not to “be creative;” it is to sell.<\/p>\n

“Creativity” should never be your goal.<\/p>\n

Creativity is a means to an end.<\/p>\n

People who make their livings by harnessing their creativity never wake up in the morning thinking, “I really want to be creative today!”<\/em><\/p>\n

Instead, they wake up with a problem they need to solve:<\/p>\n

The novelist wants to make the middle chapters move more quickly.<\/p>\n

The playwright is having trouble making the third act work.<\/p>\n

The architect is puzzling over how to achieve the client’s goals with the limited amount of available space.<\/p>\n

The goal of a radio commercial should be to move the targeted consumer to action….not to prove to the world how creative you are.<\/p>\n","protected":false},"excerpt":{"rendered":"

The worst thing that ever happened to the radio advertising industry occurred sometime in the last century when some well-meaning person foolishly labelled the department in charge of crafting radio commercials as “Creative.” Today, being “creative” is the goal of most people who produce radio advertising. They even give awards for the “most creative” commercials. […]<\/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-12405","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMYTH: Radio Advertising Requires Creativity - 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\/2012\/03\/radio-advertising-myth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MYTH: Radio Advertising Requires Creativity - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"The worst thing that ever happened to the radio advertising industry occurred sometime in the last century when some well-meaning person foolishly labelled the department in charge of crafting radio commercials as “Creative.” Today, being “creative” is the goal of most people who produce radio advertising. 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