{"id":20108,"date":"2018-03-15T02:02:52","date_gmt":"2018-03-15T09:02:52","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=20108"},"modified":"2018-03-18T12:38:22","modified_gmt":"2018-03-18T19:38:22","slug":"radio-conference-shock","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2018\/03\/radio-conference-shock\/","title":{"rendered":"THE MOST SHOCKING RESPONSE I EVER GOT AT A RADIO CONFERENCE"},"content":{"rendered":"

\"Radio<\/a>
\nOver the years, I’ve been fortunate enough to be a guest speaker at numerous Radio Advertising Bureau conferences (now merged with the National Association of Broadcasters’ Radio Show, for whom I’ve also been privileged to speak many times).<\/span><\/p>\n

I remember oh-so-clearly the first time I ever spoke at an RAB conference.<\/span><\/p>\n

Of the 100+ sessions that year, mine was the only one dealing not just with selling commercials but also with the quality of the commercial copy itself.<\/span><\/p>\n

I have a vivid memory of the beginning of that session.<\/span><\/p>\n

I began by saying something obvious like, “The purpose of a radio commercial is not to show off or to entertain. It’s to make money for the client.”<\/i><\/span><\/p>\n

At That Point, The Audience Reacted In Such A Shocking Manner That I’ve Never Fully Recovered.<\/b><\/span><\/h2>\n

I couldn’t believe what happened next:<\/span><\/p>\n

At least half the people in the room wrote that down.<\/strong><\/span><\/p>\n

“Wait a minute!”<\/i> I cried. “That’s not supposed to be a big revelation. You already know that, don’t you??”<\/i><\/span><\/p>\n

But apparently no one ever had suggested such a thing to those radio account executives and sales managers.<\/span><\/p>\n

Over the years, our industry has talked more and more about delivering measurable results to advertisers.<\/span><\/p>\n

Most of the talk, unfortunately, is nothing more than talk.<\/span><\/p>\n

The prevailing attitude at most radio stations is:<\/span><\/p>\n

\n

\u201cWe fully support the idea of creating results-producing commercials<\/span><\/a> for our clients.\u00a0\u00a0<\/span><\/span><\/p>\n

In theory.<\/span><\/p>\n

If we happen to have time.<\/span><\/p>\n

And if despite the lack of true radio advertising education<\/span><\/a> among our staff members we’re lucky enough to have someone who knows how to write good radio commercial copy.\u00a0<\/span><\/p>\n<\/blockquote>\n

Fortunately, there are some individuals, employed by radio stations, who have a talent for creating radio advertising.<\/span><\/p>\n

Some of them even have the support of their employers.<\/span><\/p>\n

The percentage of such individuals in the radio industry isn’t increasing; if anything, their number is diminishing.<\/span><\/p>\n

Consistently writing and producing smart, effective, results-and-profits producing commercial campaigns requires the copywriter or the Creative Services Director (i.e., a copywriter or production director who was given a more impressive job title in lieu of a raise in salary) to be willing to fight daily battles…<\/span><\/p>\n

…usually with account executives who are too timid to say to advertisers, \u201cNo, you don’t want to do that<\/span> in your commercial\u201d<\/em>\u00a0\u2014 salespeople who\u2019ve never learned (and sadly, often have no desire to learn)\u00a0how to educate their clients<\/span><\/a>.\u00a0<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Over the years, I’ve been fortunate enough to be a guest speaker at numerous Radio Advertising Bureau conferences (now merged with the National Association of Broadcasters’ Radio Show, for whom I’ve also been privileged to speak many times). I remember oh-so-clearly the first time I ever<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[198,201,195,194,183,196,202,200,197,199],"class_list":{"0":"post-20108","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized","7":"tag-effective-radio-campaigns","8":"tag-most-successful-radio-campaigns","9":"tag-radio-advertising-bureau","10":"tag-radio-advertising-expert","11":"tag-radio-advertising-sales","12":"tag-radio-commercials","13":"tag-successful-radio-ad-campaigns","14":"tag-successful-radio-advertising-campaigns","15":"tag-successful-radio-campaigns","16":"tag-successful-radio-marketing-campaigns"},"yoast_head":"\nTHE MOST SHOCKING RESPONSE I EVER GOT AT A RADIO CONFERENCE<\/title>\n<meta name=\"description\" content=\"At that point, the audience reacted in such a shocking manner 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