Blog Archives - Page 19 of 23

IMAGINE

Close your eyes and imagine these scenes:

A tire screech. A loud metal bang and crash. Sirens fade in from the distance.

A heart monitor beeps. Technical chatter from doctors and nurses. Suddenly, a baby cries.

Sizzling oil … like something frying. A metal scrape and the sizzling gets louder.

Tinkling ice cubes against glass. Ocean waves and seagulls. Breeze through trees.

In our workaday life, sometimes we forget that we’re capable of imagining things. Feeling things. Pondering things.

Until we switch on the radio.

THE GIFT OF FREEDOM

When good radio happens, there is freedom. Freedom to roam in the mind.

Your radio spot, written and produced well, is your opportunity to give this gift of freedom to your listener.

With your radio spot, you can …

Give the gift of information, with impactful “freebie” gems.
Give the gift of emotion, helping your listener feel alive.
Give the gift of experience … a mini-movie, mini-vacation or heartfelt moment.
Give the gift of memory … mostly good ones.

In the end … you’ve given your listeners the gift of purpose. A call to action.
And they feel positive about taking that action.

THE VOICE

Choosing the right voice to represent your product or station is of utmost importance. A branding voice can make or break your entire campaign. The voice is the audio representation of your entire vision. Of who you are. Here are some of the factors we take into consideration when auditioning voice talent:

Pitch, Age, Timbre, Speed
Voice Attack (Gentle, Powerful, Cut-Through, Unique, Serene, Soft, Calming, Energizing)
Acting Ability, Believability, Conversational, Genuineness, Compelling, “Spark”, Trustworthy
Enunciation, Delivery, Speech Impediments (can be useful), Accent, Mic Technique

THE MUSIC

Another make-or-break part of spot production is the music. Music affects people like no other art form in the world. Most people know when their heartstrings are being intentionally tugged, and when they’re having a genuine, emotional experience.

In 1989 David Huron named six categories which music serves to propel in radio advertising. This list is still relevant today. Here are some takeaway points from his important study:

ENTERTAINMENT: Music helps make an advertisement more appealing by adding aesthetic value to it. The music functions more as “bridge” between listener and product.

STRUCTURE: Music mediates between otherwise disjointed images. Music also has the ability to emphasize dramatic moments within the advertisement, and therefore creates both structure and continuity. It is the “bed” upon which the listener rides through the message.

MEMORABILITY: Music “lingers in the listener’s mind.” When used in an advertisement, the content of the ad lingers along with the music.

OVERCOMING THE OBSTACLE OF SKEPTICISM: The listener is already saying “no” as soon as they hear a spot. You must override the listener’s innate skepticism, which has developed through desensitization. Music provides a message which cannot be detected as a “sell”.

TARGETING: Music is suggestive and sways different groups of people into thinking or feeling certain ways. Music creates a bond between listener and product, so you’ll want to choose the right music for your target audience.

AUTHORITY ESTABLISHMENT: Certain types of music suggest credibility. For instance, a high end spa or investment company would likely use a specific genre of classical music.

A SPOT IS BORN

The most effective radio spots create an authentic connection from the uniqueness, passion, and identity of a product … to the heart of the listener.

We admit we are a little finicky about how a radio spot should sound. We’re not interested in creating Twinkies, but fresh-baked cake. Our prayer is that you share the same passion about your product, service, radio station or ministry that will be translated into great spots, more heart connection and greater reach.

REFERENCES

www.strategicmediainc.com

Huron, David (1989). “Music in Advertising” (PDF). The Musical Quarterly 73 (4): 560–569. doi:10.1093/mq/73.4.557. Retrieved 22 April 2011.

https://en.wikipedia.org/wiki/Music_in_advertising#cite_note-Huron-2

voices.com

Six Tips to Make Your Program Sparkle, Connect and create Impact!

You have a radio program idea, you have passion, and you have the technical means to put the show together. What more could possibly be needed?

Here’s a short list with Big Questions. You may want to tuck this in your planner for review.

Positioning and Identifying with you. How does your listener know who you are? And how can she be clear who is talking? What is your “role” on the program?
Tonality and Pacing. Will the tone and pacing maintain from segment to segment? And just what is the tone of the program?
Word selection. What are guidelines for word selection? How can we warm our interactions with the listener, creating deeper connection while taking into account that many are influenced by Oprah and others and “didn’t pay attention in Sunday school”?
Audience Development. Who is listening? Who are you hoping will listen? What is the strategy to bring listeners into closer relationship?
Program Placement. What is your strategy for positioning that will be of high interest to Christian radio stations, in the desired format? Do you have an idea what’s of interest to radio station gatekeepers?
Content Selection. One of the biggest reasons listeners leave is topics that don’t interest them. Does content match with both listener interest and what your stations will air?

Yes, it’s true that we at Finney Media work in all these areas. We love what we do and would love to talk to you more about any of these Big Questions. Go forth and reach…a waitng listener!

**SUMMERTIME IS RADIO TIME**

SAME OLD SUMMER? TRY THESE OUT-OF-THE-BOX IDEAS INSTEAD!

It’s the beginning of May. We’re writing a blog about summer promotions, and it’s snowing outside. Big huge flakes. That’s because Jan lives in the upper Midwest. Meanwhile, in parts of Arizona, and in Dallas, it’s in the mid 90’s.

Which brings us to our first point … summer is different for everyone. In Tucson, Arizona, tourists (a.k.a. snowbirds) flee as summer approaches. In Colorado Springs, families head for the hills to hike and thaw out. In LA people flock to the beaches. In Las Vegas, as temperatures climb to 110+, people become desperate for indoor activities that won’t tax their wallet. Midwesterners enjoy fishing, boating and camping by the lake.

Summer is different for everyone. That’s one common thread. Along with a boost in insect repellant sales, there is another. The children are out of school, and parents must now figure out how to keep the kiddos productive and out of trouble.

With the onset of summer, listeners adopt a different mindset. They’re likely to be hot, sweaty … maybe more relaxed. Schedules have changed. The pace has changed. Activities are distinctly different. Summer audiences are likely to be more mobile. Travelling, camping, hunting, out of town listening on your app, all increase in summer.

While winter affords broadcast media a more captive, cuddly audience … summer sets the captives free. TV shows typically won’t launch new episodes in the summer. Summertime is radio time. As the previously home-bound winter prisoners venture out into a warmer world, radio accompanies them with song, inspiration, and the evergreen plethora of summertime radio promotional activities.

Sunny time is the perfect time for a radio station to get to know its listeners even better and make a ton of new friends. Seize the opportunity. If you plan in advance and execute rightly, your station won’t ever have to mention the words, “Summer Slump”.

SLAM DUNK SUMMER IDEAS:

You can and should start planning your summer promo. Here’s a list of fun, effective (slightly different) ideas for radio stations of every size and budget:

Rummage Sale: Who doesn’t love a gigantic yard sale? Invite listeners to register and set up a super huge rummage sale! All proceeds will go to a local charity. Promote the sale citywide. A couple of balloon artists, face painters and a jumping castle might be just enough to attract younger families. Everybody wins! Don’t forget to record soundbites or if you can afford it, broadcast live from the event. Be sure to promote it on the “mom’s sale” type social media pages.

Mountains and Valleys Hike: Parts of your audiences would love the opportunity to bond with your morning show team on a hike and picnic! This could be in the form of a contest, ticketed event or a free for all. Offer branded hats, water bottles, Frisbees hacky sacks and sweat towels. Broadcast live to give your fans an added thrill. Make sure and keep track of the event on social media.

Fundraisers for other Organizations: The possibilities are endless when radio stations forgo raising money for themselves and raise money for local charity instead. By partnering with other non-profit organizations, you have the opportunity to network with untapped sponsors while gaining possibly an entire new fan base.

Random Acts of Coolness: Surprise local businesses, first responders, homeless park dwellers and summer camp attendees with Popsicle treats, ice cold drinks, free drink holders, ice cream and free beverages.

Christian Movie Night: Families and local churches will appreciate the fellowship opportunity when your station hosts a free movie night. Partner with a local popcorn sponsor or other food vendor. You can even create a series by bringing this event to different churches and venues in the area.

Local library activities: Libraries already have activities in place for families and students in the summer. You can double their fun by getting in the game with a live broadcast. You may even consider hosting your own class about Audio Editing, “Create Your Own Radio Ad” or Voice Acting!

June Brides: Summertime is marriage time! What better way to make friends with new young couples than to encourage them in marriage! This could be in the form of Bridal Package or honeymoon giveaways. But if you want to think outside the box, try hosting a pre-marriage seminar series featuring local pastors from around the area! Pepper the event with giveaways that won’t tax your budget like gift cards, husband and wife corsages … maybe even a live broadcast from the wedding of the grand prize winner!

Summer Holidays: Parents of young children love events that teach their kiddos about history. For Memorial Day and Independence Day, partner with local acting groups from around the area (or incorporate your own on-air staff) and host a live enactment of a historical presentation.

Farmers Market: The sale of healthy, organic, locally grown foods is on the rise. Why not set up a booth during your local Farmer’s Market and share space with some local food producers? Or if that’s not possible, you can actually sponsor a Farmer’s Market. Some Farmer’s Markets feature music, and sponsoring one may be a great way to get your station heard.

Branded Frisbee or Hacky Sack: Got a Frisbee Golf Park in your area? Got a youth group? Need we say more?

Pre-Movie Slides: People flock to movies in the summer. Many theatres feature pre-show slides, some of which are reserved for local businesses to purchase. This is a perfect way to introduce your radio station to a brand new audience.

More text-in Promotions: Make sure to include text-in and social media check-ins as part of your promotional event. Remember, your audience is on-the-go this summer! Reward your listeners for checking in or for sharing a photo of their experience at your event.

TURN UP THE HEAT, DON’T BURN DOWN THE HOUSE:

As you plan your summer promotion, remember that your goal is to inspire and encourage your audience into attending your event … not to interfere or interrupt what they’ve already got planned. Your summer tactics should match their personality. Like a family friend, your event should be a welcome, non-invasive addition to their summer. It should be something they look forward to. Something that captures their imagination and benefits their well-being. Something that offers a nice cool refuge from the heat. Most importantly, your event should have the over-arching goal of drawing them closer to the “Son”, and drawing them into fellowship with your radio station.

Have an amazing summer. Go out and make some friends.

ONLINE REFERENCES

byrnesmedia.com

morebusiness.com

vanwagneraerial.com

Beth here.

In his book 1001 Ways to Recognize Employees, Bob Nelson testifies that the top two drivers of employee performance are:

“I am able to make a difference at work”

“I have been recognized recently for what I do.”

Money—believe it or not—ranks in fifth place. Over 68% of the workers that Nelson interviewed had never received even a simple “thank you” from their boss in the previous six months.

We need to get better at positive reinforcement.

Nelson also found that employees who received a “way to go” from their boss listed that as their best motivator. Most managers believed the paycheck was the motivator, but clearly that’s a fifth place motivator.

Jesus motivated people with love, compassion and respect. Although these are not the top tier job describers for the managers who call the shots, a little of this in the hallway could motivate more than expected. Gifts, bonuses, and pay raises can be good reinforcements, but, depending on the company’s business model, they may not be readily available.

Wonderful forms of positive reinforcements don’t cost a penny. It’s scientific too—positive verbal praise stimulates the same neural pathways as cash does.

Once, I was one the air and I just had one of those “wow, I hope someone heard that” kind of breaks. Which is silly, because I spoke it into a microphone to thousands of people. But what I meant was, “I hope someone who needed that heard it.”

The door to my studio swung open, and with curious expectation I smiled at one of my managers, assuming they had heard what just happened, and the next thing I know I’m being asked about a restaurant recommendation for some out of town guests.

I know the people in the office don’t listen to the radio the way a personality executes it, and usually don’t have the time to comment after, so I revert back to the old Rosanne Rosannadana character in my mind and I say “never mind.”

Catching a co-worker doing something great is an amazing way to affirm their God given talents and abilities. It doesn’t cost you one penny to tell your kids, spouse, employees and co-workers that they did something right. This is a researched truth.

If we are playing well-researched music (and other programming) on a well-researched format with thought out promotions and sweepers and talent, why not think about your motivational tactics as well? Catch them doing something great and tell them about it—it could be a game-changer.

NATIONWIDE RESEARCH AT A GLANCE

May 2017

Christian Radio Listeners Top Reasons for Not Giving by Age

In the 2016 Finney Media Why Listen?™ nationwide survey, we asked non-donor Christian radio listeners across the US why they don’t give to Christian radio. Here are their top main reasons for not giving, broken down by age demographics:

Adults Under 35		Adults 35-44		Adults 45-54
I have a limited income and can’t give right now	52%	I have a limited income and can’t give right now	49%	I have a limited income and can’t give right now	46%
None of the above	21%	None of the above	22%	None of the above	25%
I give to other organizations that need money more	11%	I give to other organizations that need money more	15%	I give to other organizations that need money more	13%
I only give money to my local church	8%	I only give money to my local church	10%	I only give money to my local church	12%
Lots of other people listen and probably give	3%	I did not know they needed my support	1%	I did not know they needed my support	2%
I did not know they needed my support	3%	Lots of other people listen and probably give	1%	Lots of other people listen and probably give	2%
The broadcaster hasn’t made a compelling case for the need	1%	My contribution won’t make much of a difference	1%	My contribution won’t make much of a difference	1%
My contribution won’t make much of a difference	1%	The broadcaster hasn’t made a compelling case for the need	1%	The broadcaster hasn’t made a compelling case for the need	0%

Adults 55-64		Adults 65+
I have a limited income and can’t give right now	44%	I have a limited income and can’t give right now	39%
None of the above	24%	None of the above	25%
I give to other organizations that need money more	15%	I give to other organizations that need money more	20%
I only give money to my local church	13%	I only give money to my local church	12%
I did not know they needed my support	2%	I did not know they needed my support	2%
Lots of other people listen and probably give	1%	My contribution won’t make much of a difference	1%
The broadcaster hasn’t made a compelling case for the need	1%	The broadcaster hasn’t made a compelling case for the need	1%
My contribution won’t make much of a difference	1%	Lots of other people listen and probably give	0%

Easily the #1 answer for non-givers to Christian radio to not give is “I have a limited income and can’t give right now.” As we look at the trends younger to older, the percentage for that answer drops. So, it’s not that your station hasn’t communicated that you need support (between 1 and 3%) or that you haven’t made a compelling case for the need (at 1% or 0% across each demo).

It’s curious to us the answer at #2 – “None of The Above,” between 21% and 25% of all responses. If it’s not “limited income/can’t give right now” or “giving to other organizations that need the money more” or “only giving to my local church,” what is it? And, more importantly, is it something we can do something about? Or is it simple reluctance to answer in this sensitive area?

Coming in Finney’s Fast Five for June: We begin a series comparing Christian Radio listeners to Christians in general nationwide. How are Christian radio listeners different from or the same as Christians in general? And what can we learn from that to reach beyond the listeners we have now?

Jan here.

Sunday the fill-in pastor set out to examine worship. Instead of nodding off, I was caught. I thought about worship and how radio pervades our lives every day—how we have an opportunity seven days a week to help someone focus on our great God. The worship band at church only has one half hour and the full service about one hour!

In a recent sermon at the Hunter College location of Redeemer Church in New York where Chuck was present, Tim Keller pointed out that “Jesus lived doing what His Father wanted…and it got Him killed.” We should at least expect a hard time!

The hard time that comes may be as subtle as being bombarded with coarse messages on TV, ads that discuss things that are about very personal matters, news that is rife with the horror and promotion of new fears—from the pink pill to not being able to carry my Kindle on my flight, the daily discourse gets coarser, scarier and less edifying.

You’re bombarded by images of brokenness. The little girl stunned and traumatized by war. People worshiping shopping. Animals in dreadful condition. Fake romance. Add to all this this the real-life curve balls of illnesses, accidents and angry people, and it’s easy to get lost in the hopelessness.

What an opportunity for us to turn hearts toward worship! Turning to God and honoring Him. A chance to focus our hearts and minds when “alone” with our thoughts—and often our radio.

Jesus says, “You shall worship the Lord your God, and serve Him only.” (Matthew 4:10)

“Praise the Lord! Sing to the Lord a new song, and His praise in the congregation of the godly ones.” (Psalm 149:1)

Your work is seven days a week, helping an audience in hard times become daily worshipers. Minute-by-minute worshipers. Right now worshipers.

How to do it? By making heart connection minute-by-minute. By playing the music and creating the conversation and the programming that lifts and celebrates and edifies. By lifting holy hands in an unholy world.

Seven day a week worshiping.

Photo Note: Stain glass window from Zion Lutheran Church, Onieda St., Appleton, WI

A brief history of wHAT RESEARCH DID IN THE 30’S AND STILL DOES TODAY

Listen to a quick intro on research history by Chuck:

Jan here.

Ask anyone what they love about radio, and they’ll tell you. It’s that simple. Reach out, find out what your listeners love, and create a message that reaches into the center of their need. Grab their ear, grab their heart, and you have a friend.

Rating systems have changed since the 1930’s. Back then, in the “golden age of radio,” rating systems were much more personal. And in some ways, more immediate and accurate.

It all comes down to making friends, but how does one make friends? Claude Hooper knew. Based in America, Claude Hooper, a former marketing research analyst, started measuring radio and TV popularity in 1934. During that “golden age”, Claude was taking the pulse of the radio listener in a way that had never been done before. C.E. Hooper’s “Hooperratings” became the rising star—the go-to, trusted source for radio show popularity.

So how did this bit of history come up anyway? It all started with a story about life in Cincinnati—in the 50’s.

Chuck here.

My Dad has been in radio from the day I was born. He was in radio when it was network block programming—and almost no one thought about the “listener.” He tells of a well-known station in Cincinnati that was a harbinger of listener-first. They came up playing “Purple People Eater” for two straight weeks. Yep. Two weeks. Then flipped to rock ‘n roll. They debuted in the Hooperratings at a 78 share. Now, shares were figured differently back then, but you get the idea. The listener won, eventually.

Jan here.

But how did Hooperratings work?

“Reach out and touch someone.” Some of you may remember that AT&T marketing slogan. Well that’s exactly what Hooper did. Hooperratings were based upon phone calls made “coincidentally” to listeners in 36 cities in the US. What made his method unique, besides being highly personal, was that it allowed him to find out what the listener was focused on at that particular moment. Immediately and personally. This was favorable among the listeners, who didn’t really like having to remember what they were listening to 2 hours ago, much less 24 hours ago. C.E. Hooper made calls every 15 minutes (an exhaustive and expensive process). The results were tallied and distributed to advertisers, networks and radio stations. The industry largely lived and died by these reports, and relied upon their accuracy.

What might we take from all this?

In the 1940s and for some time after, when someone in the radio industry asked, “How’s your Hooper?” they were really asking about the size of a radio broadcast’s audience. You can find more information on each of these important components on our website, including information on listener research that is even more helpful, in-depth and actionable than what was done in the 1930’s.

At Finney Media, we love to work alongside you on your Hooper with heart connection, talent and story. Click here to read our next blog

Sources can be found HERE.

Blog Info

Chuck and Jan here asking a question.

What will your message be this Easter week?

What will you share with your listeners, your team and your family?

Gratitude? Wonder? Or perhaps—like the early believers—surprise?

Mary Magdalene arrives at the tomb first. Surprise. The stone at the doorway—gone!

John runs to the tomb and looks inside. Surprise. No one there!

Peter, a little slower, goes inside. Surprise. Nothing but folded linens!

Mary Magdalene, back at the tomb after her early morning trip to find the disciples, sees two angels at the tomb. Surprise. Heavenly beings, but no Jesus!!

“The gardener” stands behind Mary. He speaks. Surprise. It’s Jesus – He’s alive!

Jesus appears first to a person of low standing, a woman. Surprise. Jesus is no lover of privilege.

Evening. Jesus suddenly appears behind closed doors to an assembled group. Surprise!

Days later, Thomas expresses skepticism. He’d missed the group meeting. Surprise! Jesus speaks peace to him.

We are poised at Easter week. Surprise! Hear Jesus bless us, “Blessed are they who did not see, and yet believed.”*

Today, we have the opportunity to share the surprise of a God who cares. Who died for us. Who rose from the dead. Who lives and loves and works in our lives.

It’s the most surprising message. A message to capture our attention, our devotion, our daily lives.

From us to you, our wishes for a blessed, holy and surprising Easter 2017!

*John 20:29, NASB

Chuck here.

You know the movie A Beautiful Mind? It’s the 2001 movie with Russell Crowe, playing a brilliant but ascocial mathematician. Won the Nobel Prize in Economics. Genius. Understands things way beyond the average person.

That’s my friend Tim Davis. But without the asocial part. Tim is a genius. With music research. With perceptual research. With all things digital – apps, social, SEO, Twitter, Facebook. He was the architect of the Finney Media Why Listen?™ study we did in 2016.

And he is a genius on Texas A&M football. Oh, forget that part. He is a genius on that, but that has nothing to do with this piece.

Tim understands how to meld all of those research and digital pieces together in a dance that creates listener and online user magic. He gets these things in ways that those of us who know him marvel at his gift. Ask anyone who he has blessed along the way, and they’ll agree.

But the even bigger thing to know about Tim is his heart. He is crazy about his wife Kathy and his two teenage kids. A quick story: Tim and I spent hours these past couple years on video chats working through various research questions and obstacles. But on this one call, Tim was quick to mute and spend about five minutes with his daughter Alyssa, who needed a few minutes with Daddy. Silence on my end, but I could see the tenderness and patience to give her what she needed in that moment.

Tim is a man with a beautiful heart!

And Tim loves Jesus.

And because of that last part, he is dancing in heaven with our King today. Tim finished his race on Saturday April 8. He was 49. Way too early for those of us still here. My heart is heavy with the loss, but I thank God for the blessing of knowing Tim, and look forward and upward to the day we’ll see him again.

7 Big Ideas to Develop Your Script

Now that you’ve prayed for, planned and finalized your new radio campaign (see Birth of a Radio Campaign HERE), it’s time to begin creating a great radio spot.

Well, not really.

The time to begin creating a great radio spot can be any time when:

You have a spark of creativity in your car (and make note of it).
You feel compelled to buy certain products and services (and you explore WHY).
A song comes into your head that you can’t get rid of (and you explore WHY).
You laugh, you cry, you feel fear, you worry, you lose your temper, you are exhausted, you feel overwhelmingly loved (and write down what you need most at that moment).

These are all essential activities when prepping for a great spot.

In addition, here are some goals and ideas to adhere to so that your spot performs as planned:

CREATE CONVERSIONS, NOT DISTRACTIONS

Radio spots can either distract a listener or convert them. A barking dog is an annoying distraction (even a deterrent), but a cute, loveable dog will attract. Barking facts at your listeners is not going to convert them. Instead, you want to create the unavoidable urge to “buy this cute dog NOW!”

And what do you get when you go to the Humane Society? Not just a dog, not just a friend, but unconditional love. You have been converted. You are now…a dog person.

Most businesses that advertise rarely create converts. That’s why we encourage our clients from the onset to explore WHY their listeners remain loyal.

DON’T BORE US, GET TO THE CHORUS!
~ Steven Tyler, lead singer of Aerosmith

In other words, don’t hide your light under a bushel. Show us the goods! Whatever keeps people awake at night is what you want to put front and center in the first five seconds of your spot. Got something amazing to offer? Get it out first – with a bow on top! It’s a free gift – something they’ve always wanted – and it is ready now! The product isn’t free, but showing them how to meet their needs is free.

DO YOU REALLY KNOW ME?

You may have set your target audience, imagining that thousands of millennial professionals are going to drop what they’re doing and buy your product, but how well do you know them?

We encourage you to hang out with your target audience. Spend time in a youth group. A College and Career group. A MOPS meeting.

I asked a woman in her 70’s to browse through a Senior Citizen’s Resource Magazine and point out the ads that bothered her. The ads with pictures of overly-happy seniors playing shuffle board and cards annoyed her. “Seniors in their 70’s,” she said, “aren’t really that smiley. We also hike, we Zumba, we play tennis, we do yoga. We don’t just sit around and look old.”

GETTING TO KNOW YOU: A GREAT CATCH

On one hand, targeted radio marketing works. Specific listening services provide options so audience can choose which music they want to hear. Which means that YOU get to choose who will hear about your service or product.

The downside to such specific target marketing, listening, anything, is that in some cases, you may be missing the payoff. You’re fishing off one side of the boat, but the catch may be on the other side. Young people who listen solely to Trance may never get to hear good jazz. By the same token, a young-minded, fit woman in her 50’s may never get to hear about the new Converse All-Star Neon Shoe (which she can afford and would love to own).

INTRODUCING YOURSELF: TWO IS BETTER THAN ONE

If you really want to be response-accurate, we recommend creating two or more radio spots with a completely different approach to each. Set up different websites, phone numbers, call to actions or offers and tally the responses as they come in. In a six-month period, you should have a good idea of which approach works best.

URGENT!

Ever get a text saying, “Call me … URGENT!”? If you know the person, you’ll call.

That’s the kind of immediacy, or “act now” response you want from your listeners. If you give your potential client time to think about things, he or she will immediately start generating reasons to say no. The trick is, how do you create that urgency without causing negative stress? You have to meet a need that’s keeping them up at night, something they care deeply about. “Free for a limited time” is also a good motivator, but make sure you’re not giving away the farm!

TIME WASTERS: Worn out phrases that don’t convert

Here’s a brief list of phrases that companies LOVE to use in their spots. But as important as they seem to the business owner, they are not as crucial to the potential convert.

FOR ALL YOUR MINISTRY NEEDS
Listeners don’t know what all their ministry needs are, nor do they have the time to imagine. Explain to them specifically what they need, and how you can help now.

IN BUSINESS FOR ____ YEARS
Nice fact, but it’s not a decision maker. Instead, why not get a testimonial from a long-time customer, or explain why you’re a solid organization.

FEATURING …
Nobody cares about a feature unless it’s attached to a benefit. Instead of poly-carbon fiber (important to you, but not to the layman), say “shatter-proof” or “not even a bullet can break through OUR glass.”
People don’t want a drill, they want a hole in the wall.

5 CONVENIENT LOCATIONS
Unless you can beam the product directly into their car, it’s not convenient. Since you have no idea where your listener lives, offer free shipping or something similar. Don’t use airtime for a “conveniently located” promise. Make it so convenient that they have no choice but to act.

FLUFF and DUST
There’s a difference between genuine humor and fluff. Fluff is cute the first time you hear it, then it gathers dust and becomes an irritant. Genuine humor is evergreen. It never ceases to make you laugh. It’s also very hard to create. Even the funniest script can turn sour in production. Make sure you create a spot that people will listen to all the way through (as opposed to “Oh no, not that one again!”)

Finishing Up: THE BIRTH OF A RADIO SPOT – CREATION (Production and Sound)

In a subsequent blog we explore the limitless, creative world of production. From sound effects to voices to music, your production value can turn a simple script into a sensory feast for the ears, imagination and heart.

ONLINE REFERENCES:
dandad.org
strategicmediainc.com
voicebunny.com

4 Musings on Spot Production