I’m on a conference call with the big bosses of Strong Zero based in Tokyo trying to get them to change the radio ad that I penned. Why should I campaign for change? Take a look at the television version they made:

This is definitely NOT what I had in mind when they said they would float me an extra $800 in royalties for the added exposure on TV…Ugh…

All of this got me thinking about what makes a great radio ad. I have written nearly 100 radio commercials over the years. Some were great. Some were smart. Some were shlock. Nearly all worked and the clients were happy.

Why were they good? Well, I use a few principles that guide good copy. Take a journey with me…

A barn.
Blue skies.
A horse running through the fields.

A great image just came to your mind reading those words, right? But what color was the barn – red? What color was the horse – brown, white, black, spotted? And while the horse was running through the fields under the blue skies, was it a winter day with snow on the ground or were there wild flowers growing. Whatever your answer was, it doesn’t matter. The image that came to mind was relevant to you and that is the power of radio commercials.

Therein lies the the secret formula: regardless of who you speak to and who works on creating radio ads, they all share the same thought – ads on radio always tell a story and, if done well, it’s memorable.

When working on radio ads, here are some quotes that can help you remember what makes great radio.

“Speak softly…” While that may be a portion of President Roosevelt’s memorable phrase, it can also apply as advice if you want to get the listener’s attention. You could yell, and that might get the listener to remember you – remember that they don’t like you.

“I get no respect.” Yes, that’s a famous Rodney Dangerfield line and when he said it, it made people laugh. Humor doesn’t always work, and in fact it is difficult to pull off so you have to do it right.

“You really like me!” Sally, who wouldn’t like you? And like Sally Field, making sure that listeners like your commercials means that they will remember the message you send.

“I have a dream.” Those were the words of Martin Luther King.  Those words drive a strong and emotional reaction today as they did back in 1963.  Radio ads should always prompt an emotion – whether it is sad, funny, happy, etc.

“Rome was not built in a day.” Writing great radio takes time, patience, and work. Sometimes things that look good on paper may not sound.

“Tried and true.” Just because it’s been used before doesn’t mean it works. Keep away from clichés.

“If you build it, they will come.” Putting together a script for a great radio ad is good but why stop there? Make it great by putting just as much work into producing it as you did creating it.  You can’t fake the sound of someone running when creating a sneaker commercial.  It’s not believable and they won’t buy the product.  Now, have someone really run while speaking.  It takes it to a whole new level.

What is the most powerful use of sound?  Silence.  Sometimes the most effective sound is no sound at all.  It causes the listener to “lean in” and really hear the message.  When it comes to radio creative, silence really can be golden.


AD OF THE WEEK/MONTH/WHATEVER
Radio will surpass newspapers in local ad revenue by 2021

Usually I bring you a clever new or TBT ad to spark nostalgia or your creative energy. But today, I couldn’t resist telling you that radio is growing again! A new report from industry giant BIA/Kelsey foretells digital ad spending for local radio stations will increase with the fastest growing segment not being over the air, but rather on digital platforms.

BIA/Kelsey’s 2017 Investing in Radio report details that the 2016 digital advertising income of U.S. radio stations was up 14 percent. Online radio includes locally targeted online streaming advertising on services like Pandora as well as online properties of over-the-air stations.

The report found that by 2021, radio will surpass newspapers and become the fifth-largest media category among advertisers. Over-the-air income raked in the biggest piece of the pie at over $14 billion.

“In an age where consumers have many entertainment choices, local radio maintains its strength and popularity in the marketplace among national and local advertisers,” said Mark Fratrik, SVP and chief economist at BIA/Kelsey.

Direct mail remains the most lucrative segment of local ad spending. Radio revenue is expected to hit $14.9 billion this year, and by 2021, it will top $16 billion, according to the report.

The news-talk category wins the most improvement category with robust presidential campaign spending taking Washington DC’s WTOP to the top spot with $67 million in revenues. $67 million? Who know that local radio could generate like this?

The post Radio Ads: The Secret Formula appeared first on Media Guy Struggles.

Okay, so where am I?

Top left and around: Taylor, Seacrest, Nick Jonas, Ludacris, me, Iggy, the red carpet, Pia Toscano, and my credential.

I’m in Hollywood getting ready to fly out on another top secret media campaign. Well, not so top secret, more of a non-disclosure, which binds my silences. Before the free drinks flow in the Cathay Pacific Business Lounge, I had a little business to wrap up in tinseltown.


With all the hoopla of the iHeart Radio Music Awards (yes, the red carpet was amazing once again), you may have missed a little tidbit on the official release of the video from my Miss Pilot show called “You Gave Me Love.” While it’s only been watched on my youtube page a few times, a couple of other posts have been watched almost 1,000,000 times combined. I mean, it’s no grumpy cat, but for a little Japanese show that could, I will take it any day of the week:

The past few days have been bittersweet as a countdown to the last days of Mad Men (more on that later). In between it all, a ran across some news that may or may note blow you away.


Breakfast Is Not The Most Important Meal Of The Day…No, your parents did not lie to you. They were just misinformed. As with many studies surrounding food, a majority of the research surrounding breakfast was funded by those peddlers of cereal and bacon (side note: don’t eat bacon) — unsurprisingly concluding that a complete breakfast was necessary to a healthy lifestyle. But, according to a dietician and a cultural historian interviewed by Hopes & Fears, breakfast, as a structured meal, really doesn’t matter. If you’re hungry in the morning, eat! If you’re not, then don’t lay an egg, just eat whenever hunger strikes. The most important thing to remember is that it’s not when you eat, but what you eat. 


The Machines Now Decide If You Get That Job, Based On Your Voice…Decades of voice research has revealed that no matter how happy, or inspired, or serious people try to sound — underneath all that inflection lies a telltale “fingerprint” of a person’s voice that influences how others perceive you. And when it comes to jobs that rely heavily on putting people at ease, or diffusing anger or winning others over, companies are starting to use algorithms to systematically weed out the good voices from the bad. It’s bad news if you’re looking to get into sales or work at a call center, but maybe good news that your career isn’t in dealing with people all day?


Filed under “every great New York media lunch started with a pastrami sandwich, a good drink and a willing client” comes  BEEF GRIEF…The Price Of Pastrami In New York Is Too Damn High. Imagine this sign:

“Due to the increased price of pastrami,” it began, unpromisingly, “we at the Yankee Tavern apologize for the increase in prices for the pastrami items.” 

Yes…Pastrami is in crisis.

This Professor Has Invented A Pill That Eliminates Hangovers…Former chief drugs adviser, Professor David Nutt has answered your sweaty, toilet-bowl-hugging prayers and invented a non-toxic inebriant drug that mimics the effects of alcohol: without the hangover. 


RELATED: DRINK LIKE A MAD MAN AND MAKING IT AT A MAD MAN PARTY

THE END IS NEAR...Mad Men is coming to an end in seven hours of television. I’m a bit broken up about it. Maybe it’s because for 99% of the viewing public it is just great television. For me, I lived it. Watching the drama at Sterling, Cooper, Draper, etc. is like a little snippet of my childhood, only the people are prettier and it’s set in New York. Virtually everything that happened through the first six and a half seasons occurred in my life. Almost as if they read my diary, er, not that I keep one. So, as Don Draper and company get ready to clock out for good, AMC allows us to get up close and personal with our favorite ad team. I suppose you’ll know where I’ll be April 5 at 10p EST.


But before you check out the photos and a trailer for the new season below, get a little reading in. Haley Herfurth of Menatl_Floss reports that since its start in 2007, AMC’s Mad Men has mentioned, discussed, or alluded to a considerable amount of classic literature, from authors like Dante to Mark Twain to Edward Gibbon. Each mention or allusion serves a purpose within the show’s plotline, working either to explain a character, set a scene, or provide context for decisions made or actions taken. So if you’re going to watch a whole day of television, the least you could do is read one of these 12 classics.

Now, without further delay, all of our favorites are featured — Outdoor Soiree Style:

The post Notes from a Tinseltown Weekend appeared first on Media Guy Struggles.