Shel Bynum
COMMERCIAL AUDIO PRODUCTION FOR RADIO, TV, VIDEO AND ONLINE
THE RADIO STATION WILL PRODUCE THE SPOT FOR FREE.
WHY NOT LET THEM DO IT?
Rule 18 of the 33 RUTHLESS RULES OF LOCAL ADVERTISING (Michael Corbett/Dave Stilli), states in part:
“The media hire salespeople to sell time and space. Don’t expect those same people be copywriters. A piece of copy that sells well might take days to write… Turning your copy writing over to a media salesperson…is a huge gamble.”
Before deregulation, stations employed copywriters, someone whose primary job was writing ad copy. Today, your message is often in the hands of your account executive. One problem…it’s a task they aren’t trained to do. They’re trained to place your advertising in the best SCHEDULE your money can afford to bring you the best results for your business. Putting an effective schedule together is what they do…and most do it very well. But with the shrinking of radio staffs, they are often called upon to write your commercial, too. Some are good at it., but the vast majority are not. But, hey…it’s a 'free' commercial, after all!
There's another reason: With shrinking radio staffs, there are fewer people to produce ads. Fewer voices and diminishing talent means your ad will be voiced by someone with little experience producing ads or someone who already voices a dozen other ads (maybe an ad by one of your competitors!) on the same stations. This will only help your message blend into the background.
Do you want to leave THE MOST IMPORTANT ELEMENT IN YOUR MARKETING CAMPAIGN in the hands of someone who has no experience creating it? The smart money says NO!
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