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The Seller’s Spots Dodge



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(11/27/2013 4:09:05 PM)   Flag as inappropriate content
I will ask Merv to hang on for a week or so before commenting further. That the client has "precises instructions" may have little to do with providing Effective Broadcast Advertising. It might. The key is in being able to make the distinctions.

And I suspect "anonymous" is open to improving yet again and some more in his/her capacities to write appealing and effective communications, as well.

- Ronald T. Robinson
(11/27/2013 1:30:54 PM)   Flag as inappropriate content
And I usually make a point of proof reading the copy first!! Unlike the last submission with the typo!
- The anonymous commenter
(11/27/2013 1:29:04 PM)   Flag as inappropriate content
I will both agree and disagree with Mr. R. I started writing copy because out copy person (who wrote pretty fair copy) was overwhelmed as there was only one of her and many of us. My efforts from 10 years ago left a lot to be desired. Frankly, some of the ads were stinkeroos. But by reading articles about what makes a radio ad effective, and by finally understanding that an ad should be written from the 'benefits to listeners' point of view and much practice, I now turn out very effective ads!
- The anonymous commenter
(11/27/2013 12:27:01 PM)   Flag as inappropriate content
Ron,
Salespeople being "sincere and professional" on a call is not the point. Of course most of them are. The salesperson was "in attendance" when the advertiser was describing his highest expectations. Only the salesperson heard the client's precise instructions, therefore, only he/she can effectively write, or instruct to be written, the copy.

- Merv
(11/27/2013 12:15:47 PM)   Flag as inappropriate content
I acknowledge, Merv, that many sales-people are acting in a professional and sincere manner when working with their clients.

My point, however, is that the copy/delivery almost always sucks - relative to what it needs to be and to what it could be to do a better job in the market.

The larger portion of voicing I do is agency-driven and, for the most part, their materials are "head-hangers", as well. The agencies that engage pro, radio writers are scarce, indeed.

Meanwhile, Merv, yes, I have sold radio in the past and I'll have you know I was very, very bad at it. :)

My next piece, "The Radio Brain" is a little more explicit.

But, I'm as much a radio strumpet as some others.

- Ronald T. Robinson
(11/27/2013 10:33:58 AM)   Flag as inappropriate content
Ron,
Since you've never sold radio advertising for a living, you wouldn't know this, but the salesperson is the perfect person to write his clients' copy.
The most successful salespeople closely oversee all aspects of an ad campaign's life; from writing to production-then client approval before broadcast, to traffic correctly scheduling the ads,to checking the bill before it's mailed.
The salesperson was the one who met with the client to discuss what the copy needed to say.

- Merv
(11/27/2013 9:18:15 AM)   Flag as inappropriate content
Unfortunately, a lot of the stuff that comes from agencies is also cliche-ridden. "The Theater of the Mind" now houses flea market.
- Terry Etter


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