Saying what others won't

Try This Writing Exercise

2012-01-31T12:48:00.010-07:00

(Quick note regarding last week's 'Colonoscopy.." blog. If you think I was exaggerating, a few days after I posted the blog we did a Valentine's Day spot for a client whose notes to the AE read, in part, "forget all the usual Valentine's Day gifts this year guys. Get her a gift that lasts-- a remote starter or heated seats.." Life is always funnier than fiction....MM)

Try this writing exercise----take a moment with a good friend, a spouse or even a co-worker. Spend 60 seconds talking to them about something you're both passionate about. Watch them carefully---watch how their attention wavers, how they reach a point where they tune the info out. Do this, observe, learn and you're starting to understand your listener a lot better.

Many times, salespeople question copy we send them. They're not sure whey we choose to eliminate information the client gives them, or why we choose the idea we do. The answer always lies with the listener. Targeting information and keeping the spot clean and simple is one aspect of making a client's spot more effective and impactful. However, that's for another discussion.

Here, let's focus on the reality of a 30 or 60 second spot. We realize that being third or fourth in a stop set is a nightmare for clients--- so we use this as a working model for developing creative. How do you bring an audience into your world when you're third of fourth, or even deeper in a stop set? Well, you start by understanding the first 5 to 7 seconds are crucial.

If you use the exercise I mentioned, in the beginning, you see your subject very involved in what you're saying. After the first 10 to 15 seconds, they begin to lose interest. Unless you do something to bring them back, you're going to lose them, along with your chance to make an impact. That's why, with BENMAR scripts, you'll find them structured to grab attention, and then reinforce attention throughout, using different creative methods.

Of course, you're using people who would naturally be interested in what you're going to talk about. On the air, that's not always so. Listeners are a diverse group, so grabbing them and holding them becomes even more difficult. Someone who knows you will open their mind and listen--- a listener hearing a radio ad isn't so forgiving. So that's why this model is so important for you to experience, and to see how your subject responds.

It's not rocket science and there's no formula to follow. But the more you understand how the listener listens, where they're going to pay attention and where they're not, the better you can acquire information, the more knowledgeable you can be discussing ideas with your client, and in the end, the more positive effect you can make for them, for their money.

Yes, there is a method to the madness. Try this and see what we mean.

Colonoscopy--the Gift That Keeps on Giving

2012-01-19T11:59:00.012-07:00

"Want to give a truly special gift this year for Valentine's Day? Give the gift of a Colonoscopy."

I've just finished creating a Valentine's Day spot for a carpet cleaning service because, I don't know about you, but nothing says romance to me like a clean carpet. Which brings me to my latest rant----

It's time to stop the silliness in copy, trying to force a link for clients who have no direct connection to an event or theme.

That means all the clients who sponsor sporting events who want to use sports tie-in's (i.e., 'it's time to kick off savings', or '....helps you hit a home run.."). It means those who want to tie together a Valentine's Day connection where the really isn't one (ex: heating and air conditioning) like they do to Easter or President's Day. What all that leaves you with, is an ad like this for Mother's Day:

"Hey-- Fred's House of Guns wants to reminds all you pistol packin' mama's that Fred's is taking 30% off all handguns for Mom's special day..."

It's getting silly, it's getting out of hand, and for the listener, it's getting to be a joke. If your client seriously wants to link to a special occasion that doesn't really fit them, do it in subtle, yet effective way. Resist the temptation to use words or alliteration that would be best saved for other types of businesses.

So, if the Colonoscopy Center of the West wants to run a special deal for someone you love on Valentine's Day, emphasize the health aspect of having a test done, as opposed to doing anything involving flowers, Cupid, candies or arrows. If you want your client to be taken seriously, explain to them that they have to act with a little more dignity. Otherwise, just go for the full slapstick effect and hope for the best. And, as always with humor, that can be a crap shoot (please pardon the cheap pun).

So please---- work with your client when it comes to trying to tie their product or service to an event or occasion---especially if you can see that it's a huge stretch to do so. Trying to tie together elements that don't fit will only leave you feeling like those who go through a colonoscopy---if you get my drift.

What if Everything in Life Was Like Radio

2012-01-19T11:53:00.013-07:00

So many times a salesperson will send us something the client has created and it's accompanied with the words, "here's an idea I started. See what you can do with it,' or "I wrote this but it needs to be punched up. See what you can do.' The idea is, here's what been created. The client thinks it's great, but it needs help. Now you go ahead and see if you can make it better.

OK, so let's take that line of thought out of radio for a moment and transfer it to real life. Imagine it happening while building a bridge:

V1 Here you go Johnston. I got the bridge started----you take it from here and see if you can improve it."

Imagine it during an operation:

V1 OK McKenzie, I started this gall bladder surgery. Here's my idea for what I think we should do. Why don't you go ahead and see if you can't improve it or finish it up.."

This one intrigues me:

V1 OK sis, listen I got the date started. I'm turning him over to you-- see what you can do with it."

In a lot of ways, it reminds me of the recent Holiday Inn Express TV commercials, where someone is in a situation and acts like an expert, but when confronted as to whether they're an expert, simply replies, 'No, I just stayed at a Holiday Inn Express last night.' That was enough to make them as smart as the experts.

Seriously-- outside of what your client wants to accomplish, what do they know about radio? About entertaining? About transmitting their message so it reaches out and penetrates the audience? The most difficult idea of all is, 'here's what the client wrote---- see if you can improve it,' is simply belittling your own industry.

We at BENMARadio have a better idea which works to both educate and satisfy your client, and make them understand how much work actually goes into their message. Hook them up with your creative team (if you have one). Have them discuss their ideas and wishes directly with the people who'll be responsible for making something happen on the air. Chances are they'll appreciate the chance to talk to your pros and thus,they'll get a better feel of what's expected and why it's not a simple task to just write something that can be improved upon. It will open many eyes to just how important the message is, and how, ideas can be like navels--- everyone has one, but not every idea is right for accomplishing the goal.It takes more than just a good idea to make a radio ad work.

OK, so now I've gotten you started with this blog idea regarding client's idea and radio copy. Now, you take it from here. :)

What About the Listener?

2012-01-13T07:38:00.013-07:00

When you're working with a client, getting them excited about their spot, you're both thinking about how to transmit their message in the most effective way possible. YOU know what they want to say; YOUR CLIENT knows what they want the audience to hear. And many times, when you fly without a copywriter or a production director, you become very client-centered---meaning you worry only about how the client likes the spot.

But what about the listener? Have you ever thought about how your listener, listens?Here's an idea to consider.

Most times, listeners come to a radio station as an escape. News, talk, music--whatever. The listener doesn't want to work---they want to be entertained. Well, here you come with as client centered spot, that includes all the details your client wants and even uses the creative style that was agreed upon. And what happens? You put the listener to work---and they immediately tune you out.

Too much information, too much shouting, too many ideas and numbers and addresses you're trying to get them to remember----it all works to say to the listener,' hey, pay attention to all this.' They don't want to----remember, they want entertainment and expect the same out of their commercial breaks(stop set). Plus, if you're not positioned first in the stop set, they may have already endured 2,3,4 spots before your client's message arrives.

So again, if your spot makes them work, they tune it out. And that means opportunities get lost again and again. If your spot informs simply, or entertains using a simple concept and idea, you've got them. Then, it's frequency that will carry the day.

Keep this in mind when working with your client and acquiring information. You have to target one idea and one problem per spot. Transmit that information to your creative team, or to us. Use the KISS method (Keep It Simple Sister)of creating radio spots, and you'll keep your listeners through the stop sets longer and be more effective when the stop sets come on. Remind your client, sure it's about their product or service, but in the end, it's about engaging the listener.

Roadrunner Used to Drop an Anvil off a Cliff.......

2011-12-29T17:36:00.004-07:00

.....that's how he got Wiley Coyote's attention. In essence, it's how your client needs to view their radio commercial.

Too many times, clients look at 30 or 60 seconds and think, OMG, I have so much to say in so little time. And they start as soon as the spot unfolds, whether it's first or last in a stop set, whether it's a sponsorship or just a stand alone spot. And one of the hidden reasons why 90% of most ads are forgettable is--- well, they're written to be forgettable.

So from now on, I want you to think about radio copy in the following manner: think about the idea that a best friend has been able to arrange for you to not only meet the dream hunk or babe of your life----that dream hunk or babe is ACTUALLY INTERESTED in you. That means you have a chance---a chance at ONE DATE. BUT----that one date could lead to another and another and pretty soon-- well, you could be looking at being Mister or Miz Dream Hunk or Dream Babe. We're talking till death do us part, not just Mister or Miz Right-For-A-Few-Months. But here's the hitch-- you only get 60 SECONDS to get their attention and interest them enough to want to know more. It's a singles bar on steroids approach. If you don't make an immediate impression---the remaining 50 seconds is a waste of time. This is what it's like on the air.

Let's take it further----I have just a few seconds to get Shania Twain interested in me. I have to do with words---nothing else. Do you think I'm going to start out with something like---

'Shania, I'd like to talk to you about me. Because I really like you and I know you could really like me, and I'm a great choice for you for so many reasons. Let me just talk about a few of them,OK..?'

Get it..? Yet so many do the same thing in their radio ads. They open with questions like-- Are you looking for a good used car..? OR---We're ready to offer you something amazing... No,no,no,no,no-- THIS IS YOUR DREAM DATE. Hit them with something funny, witty, mind boggling, earth shattering. Make their palms sweat, make them squirm, laugh, shake their heads--even make their eyes bug out of their heads like a Warner Brothers cartoon character. Hit them right over the head with the anvil. Then, once you've got their attention, drive home the point you're trying to make. One point. If they're interested, they'll call, visit, go online--whatever you want them to do. And then, you have A LOT MORE TIME to fill them in on how good you are-- JUST LIKE YOU WOULD ON A FIRST DATE.

To find a great anvil, log onto www.acme.com. Or visit us at www.benmaradio.net-- we do great anvil too.

LIVING IN THE 50'S

2011-12-22T07:39:00.000-07:00

Radio is like a time machine. All you have to do is tune in and you can be whisked back to say, the 1950's. It's no always the format or the air personalities either----most times, it's the radio ads that go back in time.

Listen to how most situational(or slice of life as clients love to call them) radio spots, written at the local level, sound. Let's use a restaurant as our example:

V1 Hey Jim how are you doing..
V2 Great Bill..How's the family..?
V1 Fine.. Say you look like you've lost a few pounds.. Is Susan starving you out..? (LAUGHS)
V2 No. We've just been going to Fred's House of Health and enjoying their healthy new menu.
V1 Healthy new menu..?
V2 Yeah. Now Fred's features bean sprout burgers, vegetable wraps, organic soups and great fresh salads.
V1 I love salads..
V2 You should try their Garden salad, made with fresh romaine and bin lettuce, vine ripened tomatoes, farm fresh cucumbers and carrots, then topped with one of their homemade organic dressings..
V1 Wow. Sounds delicious..My mouth is watering already. Where are they located..?
V2 Just behind Karen's Clip Joint on West Wabash...Hey-- try their meatless Tuesday menu--- you'll love it..
V1 Thanks. Glad I ran into you..

Anyone cringing yet?

This happens every day, in every market. I know, because I listen to them on the air here in Denver, and am asked to 'spruce up" some versions when they're sent through as an order from another market.

Please---- step away from the 50's, 60's and 70's. Situational radio spots are not meant to just have two people who 'meet' on the street or anywhere else exchanging information. It's supposed to draw you into the situation,so you buy into the skit-- then, get the message delivered. And the message must be simple, and direct---not a list of ideas the client wants to pack into an ad.

Here's what we mean, thanks to Colorado Broadcast Hall of Famer Fred Arthur. Just copy and paste the link:

http://www.broadcastprofessionals.net/mp3/skyline_dodge.mp3

The 1950's were tough enough to live through once. Let's not do it again, unless it's to listen to the music.

What's so special, about specializing?

2011-12-09T10:29:00.000-07:00

Every day, we get copy points from sales exec's that tell us how their client specializes in something. Examples:

'We specialize in styling, cuts, perms, braids and facials...'
'Doctor Smith specializes in laser hair removal, botox, chemical peels and microdermabrasion...'

I'm sorry but this is a particularly irritating point with me (sort of like playing baseball on artificial grass). Specializing means you do one thing very well. One. Not two, not three, not twenty. One. When you talk about specializing, you're talking about being exceptional at one skill. You can't specialize in a dozen things--otherwise, it's not specializing.

In other words, at BENMARadio, we specialize in writing radio copy. It's something we've been exceptional at for 25 years. We don't 'also' specialize in print ads, TV copy, Google and Facebook ads. It doesn't mean we don't do them-- it means, we're not specializing in them. Big difference.

If you want to highlight the skill set of a person or business, you can--- just try to stay away from a laundry list of items they perform every day as part of their business. Clients want to stand out in the listener's ear, so they use the term 'specializing' to describe what they do every day. But lumping ordinary skills or services all under 'specializing' begins to turn your client's message into a sham. It won't resonate with the listener, who eventually will dismiss them. To make an impact, draw attention to important points one at a time, clearly defining them, so the listener understands what's outstanding about each.

Special should mean special---not just 'and there's more'.

Is It Important?

2011-12-05T16:01:00.000-07:00

One of the first questions I'm asked when I start working one on one with a sales exec is, "How do I know what information is important, and which is not..?" And the answer is, it's simple.

Really.

No fooling.

It's simple because I learned a long time ago the bulk of a client's details--probably 90% or more that makes its way into a radio ad---- doesn't really need to be there. Want proof? OK-- how about the continually annoying 'we have the freshest and finest food'. Or the 'our friendly and knowledgeable staff is here to help', Then, there's such gems as 'just ask us any question and we'll be happy to answer it' or the ever-popular complete directions from anywhere within 50 miles. And it's not just about eliminating cliches, which may be what you're thinking. It's fluff of all type that explodes a local 30 or 60.

It's not the clients fault-- really. They see 30 or 60 seconds and to them, it's an eternity, a chance to say everything they ever wanted to say to a rapt listening audience. The truth would break their heart--- that no one listens that intently and radio can only deliver on one idea per 30 or 60 second ad.

So here's the BENMAR method for cleaning up your ad to make it more effective---- stand the information alone. Take the item or detail and read it aloud, by itself. If it doesn't make you RESPOND--- it doesn't belong in the ad. Period. No exceptions. If it doesn't cause you to want to go further and find out more, it has nothing to do being in a radio spot.

Clients will rebel. After all, they're paying for the time-- they hate being told to take things out. But that's because usually, sales exec's don't have a cogent reason for removing details from the spot, other than telling clients they shouldn't 'clutter' an ad. 'Why..?" a client asks. "It's not a good idea', is the standard reply. Now you KNOW why (which makes a HUGE difference to your client)-- because information doesn't do anything for the listener. We need to make an impact in a way that causes them to respond----and response often leads to sales once they're in the store or checking out the service.

Is it important..? Stand it by itself. This is such a valuable tool when improving the sound of your spots and the success of your client's advertising. Remember, we're in a daily battle for the hearts and minds of your clients and their advertising budget. Let's win.

Giving Thanks

2011-11-20T19:24:00.000-07:00

I'd like to give thanks to Dick Orkin, Bert Berdis, Chuck Blore, Stan Freberg and Fred Arthur--- for the inspiration, the lessons, the creative genius and the guts to take risks and break new ground so others who follow can do the same.

I want to thank every single radio Account Exec who, every day, despite all odds, straps it on and goes out in the field to show people that radio still blows away any advertising medium.

I want to thank the talent I have worked with this year, who always make me look good and never disappoint.

I want to thank our writers and creators, who, are just the best.

I want to thank our clients, for making us a part of their team and allowing us to help be a part of the success story they write every day. May we continue to partner and together, and go on to write even greater success stories.

Finally, I want to thank G-d for allowing us all to reach his day, and for providing a bounty that always makes me humble. May He continue to bless you and allow us all to enjoy the best life has to offer, every day.

OWN IT

2011-11-02T09:34:00.000-06:00

I was driving home from car pool today when I heard an ad for a secondary auto dealer(used cars). What was the message? Great selection, friendly sales staff--oh, and we have great financing too.

Yawn. Another ad just begging to be tuned out. But only because the salesperson who signed them and the person who wrote it (maybe one and the same, perhaps?) didn't take time to think about ownership. Not of a car or truck-- of the airwaves.

When you're working with a client, at some point in the conversation, no matter what business or service they happen to be in, you need to talk ownership. In other words, what segment of the market does that client want to OWN. What do they want to stake out as their (yeah, here it comes) USP.

As I've taught, USP (Unique Selling Proposition) was not developed for radio, so it's hard to apply the principle most of the time. But an offshoot of it IS ownership-- and that's VERY legit in the radio biz. You don't have to actually HAVE a singular or original selling point, mind you---- that car dealer I heard this morning didn't. As an after thought, they mentioned financing, as if a five second mention in the middle of a six unit stop set in the middle of a 14 unit hour in the middle of a 200 plus unit day was going to get people to notice.

But what if that car dealer had decided to make financing THEIR THING? What if they wanted to OWN that market? They could. Their spot could talk a little about who they are and what they offer, but then concentrate and motivate based on their great financing. That message could be built into TOMA that made them, the number one resource for secondary car buying and financing.

Once you create ownership of a topic, service or idea, everyone else in that industry and market ends up playing 'me too' trying to catch up. And that's the point-- even a client who doesn't do anything special to stand out, CAN stand out if they decide to create ownership of a certain segment of their business. Grant you, everything doesn't always lend itself well to ownership. You can't have better ketchup than any other restaurant (although...)---but the fact is, start thinking about it and you begin to see new ways to establish better response for your client, and a more dominant advertising effect for their dollar. It cements radio as the primary media resource for them, and helps increase your credibility, along with your bottom line.

OWN the message. OWN your client.

BALONEY

2011-10-25T09:30:00.000-06:00

Not the kind you eat. The kind you swallow from clients every day.

"I don't have the budget to advertise.."
"I'm not doing anything for a while..."
"Times are tough--- I can't spend money right now."
"I'm looking at other options.."

How does this relate to your creative? Completely. Stay with me.

The client answers above are real and pure, 100% baloney, especially when they tell you they don't have a budget. What they're really saying is they don't see the value you bring them, and this relates 100% back to the message you put on the air.

No matter what you've been told, the on-air message has everything to do with whether a client stays a client. You have to identify the key problem or issue---one, not five. Then, the spot has to solve that one problem. So-- if you're client is an appliance store, don't try to get your audience to buy microwaves or dishwashers when the client needs to move refrigerators. Same with a clothing store--no need to list everything they sell if they want to increase sales of men's suits. Hit the suits-- the rest is left to the client for when the people visit their store.

What what happens next is simple and beautiful---targeted response goes way up, and product revenue spikes. That's what you concentrate on when you revisit the client to determine their next flight. Now, you're speaking the client's language.

What language is that? Sales. Profit. THIS IS KEY----your client evaluates the products they carry based on how they sell. Poor selling items are dropped from the shelves, no matter how much they like their sales rep. They choose their budget items based on what brings them the highest profit ratio. Same with their advertising--- if you can't prove you make them money, you'll be dropped faster than someone de-friending you on Facebook for saying their sister is ugly. To make yourself essential, YOU MUST be accountable.

That's why, their excuses are baloney. They're just trying to say they don't value you, because your service doesn't show how you make them money. And the seduction of new media is, they promise to do what you're not---show the direct link between dollar spent, and dollar earned.

Stop eating the baloney. No matter how many excuses you have to swallow, there's always one answer----NO. No, I don't accept that. No, I'd like you to listen. Then, use us. We'll show how to deliver the meat and potatoes your client really craves.

A GREAT IDEA OR THE RIGHT IDEA

2011-10-23T19:42:00.000-06:00

Many who have written spots over the years will tell you that the best way to sell radio to clients is to stop in with good ideas. If you bring a client an idea, chances are they'll like it or can work with it. And once you open the dialogue, you can close the deal. In theory not a bad idea. In practice, not so much.

In reality, it's all about the bottom line. So while a client may love a great idea initially and buy it, unless their expectations are met (they sell more widgets because that's their goal), a great idea will only go so far. Eventually, the client drops you('don't have the budget'), and YOU'RE back to chasing clients to build and replentish your roster.

We prefer to choose the right idea, which is why with us, you're always required to target the client's expectations. If their expectations aren't met, they're going to stop listening to your 'good ideas' after a while. But when your idea is the right idea, and it creates sales and builds their traffic and revenue, you have a winner.

Here's an example:

A clothing store wants to sell men's suits. So you get the idea of creating a two voice interview with a caveman, who talks about what life was like running from dinosaurs before clothing was invented clothing. Cute idea, but it's not centered around men's suits. Therefore, when the audience hears it, it may make them laugh, giggle or just smile. But will they remember the client's name? Possibly. Will the understand WHY they're supposed to remember it and act? No. It was a great idea that didn't target the client's expectations. And nothing will send a client packing faster than disappointing results.

THE RIGHT IDEA would be to take that same interview and make it about creating the first men's suit. NOW, you're targeted the client's problem, and their need to reach people who are ready to buy. Now, the spot can be funny, creative and truly effective. Response will be stronger and more targeted, and the client can better quantify results.

So that's why we always say, ideas are like navels-- everyone has one. A Great idea? There are a lot of them out there that die on the vine because they don't accomplish the goal of meeting the client's expectations. At BENMAR, we understand you need to have the RIGHT idea. So turn to us for ideas that are right for your client, and their expectations, every day.

$5000 (SFX: SNAP OF FINGERS) ---JUST LIKE THAT

2011-10-13T17:09:00.000-06:00

This past Thursday, I was just finishing up some adjustments to our website when I got a call from one of our salespeople. She had requested copy for a very particular auto dealer the week before.

"I need this account," she said last week. "This is a big client and they're looking for something new and fresh. Can you help me?"

We delivered , then didn't hear anything. Today, she called to tell us that the scripts results in a $5000 buy. Not only that---
----'they LOVED them. We're going to be doing a lot more for them," she excitedly repeated again and again.

A call like that makes our day. But it's because we're part of her team. She trusted our judgment, took our scripts, had them produced, went in, pitched and won the day. We'd love to do the same thing for you right now. Can we help you close some business today? With BENMARadio, it's as simple (SFX: SNAP OF FINGERS) as that.

SAY GOODBYE TO PASSWORDS

2011-10-10T07:54:00.000-06:00

OK, couple of minor changes I need to make those of you in BENMARLand aware of.

First, the form. The Client Information Sheet now allows you to attach files to your orders. So-- for those frustrated all these years at not being able to attach items you felt were important to your request, look to the last section of the form and attach away. Please make sure it's a Word Doc ( preferable a Word Doc 97-2003 compatible) or an Adobe (pdf).

Second, the website. Two changes-- one minor, one sorta major. Minor change is now, you can see overall copy status for the day located in the upper left hand corner. If you're expecting copy, check the website and see if we're on time or having a delivery issue.

Major change..? SAY GOODBYE TO PASSWORDS...!! If you enjoy using the password oriented Client Info Sheet at www.benmarcis.com, by all means continue. But for anyone who wants to rid their life of one more user name and password, the Client Info Sheet link on our web page will get you there. Just click on the 'Go' button, and you're connected to the non-password version. It's everything you're already comfortable with, with a few new changes and no password. Ahhh, progress.

We'll talk more about copy later this week. For now, let us know how you like the changes.

Let me Eat Already (Second Helping)

2011-09-18T11:23:00.001-06:00

I originally published this take last year. I thought it was worth repeating here. See if this doesn't hit home.---MM

I love prime rib. You tell me your restaurant has sensational prime rib, and I'm ready to try it.

So you put a prime rib in front of me, hot and juicy. The aroma is sensational, my mouth is watering. I'm just about to carve into it when you stop me ---and start telling me to look around at how nicely you decorated your restaurant. I agree and get another whiff of the rib. I want to eat---but you stop me again and remind me that I should come back during the week because you have special deals going on. I nod my head frantically wanting my prime rib----instead, you take it away from me COMPLETELY and begin to babble on about your meat loaf and how high the quality is and I should try the soup sometime and maybe a salad----finally, you tell me I should check your website for coupons for the late night menu. My prime rib is long gone. I drop my fork and knife. I get up. I leave. You chase after me, shouting your address and phone number. I have taken note of none of it and have already forgotten why I stopped by in the first place.

This is an example of the way most of your clients radio ads are built, and what they DO to the listener. It's what sales trainers refer to as, 'show up and throw up'. They have no center, no way to grab a listener who is READY to respond to one aspect of their business (in this case, the prime rib). Instead, they want to tell you everything about what they do. Spots like that don't work----they hurt your client, they hurt you, they waste money and air time.

Instead, follow this simple formula and your spots will instantly become cleaner, and more effective:

Identify the problem.
Solve the problem.

This scares the client. To not fill an ad full of information is an uncomfortable feeling. But repeat this mantra to them, and yourself:

Identify the problem.
Solve the problem.

I understand--limited budgets present issues. Clients want a big bang for their buck. But you have to deliver an ad the way people listen to ads. And they don't hang on every word--- they absorb concepts, ideas, and names. Find a problem--one problem. Solve that problem. Once the client sees you do that, they'll be more open to spend more for the other aspects of their business. 'Show up and throw up' ads mean the listener ends up dazed, confused and apathetic. And that means, you lose.

Get my attention. Sell me the prime rib. Let me eat already. If I like it, I'll be back for more. Period.

I CAN'T keep this to myself anymore

2011-06-28T16:40:00.000-06:00

I know, I know, I know, I know-----I know I shouldn't talk about this till Tuesday and PR is GOING TO KILL ME. But I can't help it-- this is so cool. BENMARadio 30 PLUS blows away anything we've ever done before because it means, you close a deal in one visit, in one day. I can't talk about it now-- PR will truly have my melons in a grinder if I do. Just watch your emails on Tuesday-- it's gonna blow you away...

Changes

2011-06-27T13:51:00.000-06:00

Wow, have the last four months been a whirlwind here. I can't believe how many changes we've made. Let's catch up.

Our new website is www.benmaradio.net. Our old one, benmaradio.com will be operative until around October. But you want to stay on benmaradio.net for all your info and for details on BENMARadio.

At benmaradio.net, you will find two ways to submit a Client Info Sheet. Choose the traditional password driven way and just click the 'Go' button next to Client Info Sheet on the top left of the website. If you need a back-up, if the password driven one fails or you just like using a non-password version more, click on the 'Go' button to the right of the logo for the Non-Password Client Info Sheet.

We also created a Mobile CIS Form that smartphone and iPhone users can connect with. Just log onto m.benmaradio.net from your phone and it's yours.

Finally, July 5th we are going to announce BENMARadio 30 PLUS, the program that combines instant custom copy (returned in 30 minutes or less) with major market production in as a little as one hour. Close your deal in one meeting---think about the doors THAT opens for you.

More coming. Thanks for stopping by.

NEW WEBSITE

2011-04-12T10:22:00.000-06:00

I'm geeked by technology. Don't understand ANY OF IT mind you, but I'm geeked by it. That's why I just want to spend a moment talking about our new website.

It's been designed for ultimate ease for those who want info. For the rest of you who are already BENMARadio players, more good news. A new website, BENMARCIS.COM, debuts May 1 with a new Client Info Sheet and a better, more user-friendly format. All in all, big steps forward. Again.

Kick the tires, and PLEASE--send feedback. The more who use it and help us work out the bugs, the better.

Thank you. Next project..? Celebrating 25 years starting October 1. And our 100,000th script is fast approaching as well.

Wearing the clown suit

2011-03-31T07:30:00.000-06:00

Did your client dress you in a clown suit today?

One of our AE's sent us a laundry list of items that was truly comical. In the request for copy was a desire for three different themes for two spots, using multiple talent and offering no less than nine separate ideas to be transmitted in 30seconds. We needed to come up with two completely different ideas, they should hook the listener in the first five seconds, they should have a male driving the spot but also have a female presence---and they needed to flow.

That all?

I love challenges. Challenges are what make radio exciting and fresh. But when a client tries to dress you in a clown suit because they know you need the buy, it's difficult. The conversation would normally go like this, V1 being the client, V2 being the AE..

V1 What are you doing...?
V2 Juggling chainsaws..
V1 OK, that's good, but-- I'd like to see you do it blindfolded..
V2 OK..
V1 Left handed only..
V2 Uhh, all right..
V1 On one leg..
V2 Fine...
V1 While you're running in a circle..
V2 Uh-huh...
V1 While singing Lady Gaga
(V2 starts singing Lady Gaga)

When do you finally say 'no'..? It's one of the reasons we always tell our AE's go in to a meeting as the expert. If you worry about what a client likes or dislikes, or you ask a client what they want their ad to say, you're just gunning for trouble-- trouble that will eventually lead, in more cases than you'd think, to you having to do things so incredibly harmful to you, your client and your station, that you'd laugh at all of it if it wasn't YOU in the middle.

So as I said, I love challenges. But what I described above wasn't a challenge. It was a client piling on, trying to exert power. Either than, or it was just plain, old fashioned ignorance, compounded by an AE who needed the buy, and thus, was in no position to risk a 'no' or a 'let me see if your competition will do this.'

So what's the solution? Well, I always go back to establishing yourself as the expert. From the start, you have to make the client realize just because they LISTEN to the radio, that doesn't make them an expert in radio advertising. You're the expert--act that way. Eliminate phrases like 'what do you think?' and 'do you like the spot?' Say goodbye to 'tell me about your business.' Being an expert means being able to target the client's main problem, and isolate their expectations of what they want from their buy.

But if that's long gone, make sure you do one thing---focus. As my wife loved to say, in sales, there is no benefit to the 'show up and throw up' method. So tactfully explain, packing all that info into a 30 second ad is not doing anyone any good. Grab a focus, lean on it, let it be what drives your commercial-- then, when the potential customer has shown up, you have as much time as you want to tell them the rest of the story.

In radio, we get 30 or 60 seconds. It's meant to serve the purpose of allowing the potential customer's imagination to drive them to the client or service. Try to do more, and you'll end up doing less.

No one in radio looks good dressed in the clown suit. I know-- I've had my share of clown adventures. The worst one occurred in 1992, with a big independent client my partner and I were working with. We presented a commercial to him, to which, after thoughtfully stroking his chin for some 40 seconds, he replied, "you have inspired me, to participate." No more ominous words were ever spoken in a creative meeting. A burned out hippie-intellectual forced to do the corporate thing, he proceeded to get so involved, that he literally changed one of the lines in a spot from 'you're just whistling Dixie', to 'you're just whistling Beowolf,' a change that not only baffled us-- it baffled anyone who listened. Needless to say, we parted ways soon after.

And THAT'S the truly infuriating part. Putting on the clown suit didn't do us a lick of good. It never does. So let's make a deal today---put the clown suit away. Forever. It doesn't become you.

I like it, so they will too---right..?

2010-08-23T06:41:00.001-06:00

If you've ever sold a home you've learned how what you like doesn't necessarily translate into something someone else likes.

Homes are very personal--- kinda like businesses. A home gets personal because people put a lot into them-- just like they do their business. So when you visit a retailer and you start working with them on what their radio ad is going to sound like, remember--- it's going to get very personal, especially in smaller markets where the owners are more involved.

Chances are, when an ad is created for a client, they'll decide whether they like it or they don't. But 'liking' an ad never determined if an ad will be successful. Again, you might like black and white splotches in your downstairs bathroom and paint the walls that way. Others (friends and relatives) might marvel at your creativity-- but in the end, the person thinking of buying that home will walk away, because they don't share your vision. Same thing with a radio commercial. Your client may 'like' it-- but what about the people they're trying to influence to buy. Did they convey the message properly? Is it clear what the audience should do? Have they identified the problem clearly and spoken about how they can solve that problem?

So selling a house and selling people on a client's message have a lot in common. Help your client, by showing them how their 'likes' don't always translate into interest, or sales. When they live in their house,they can do what they want with it. When they're trying to sell the house, other people's opinions count. That's the fine line we walk, when creating successful and effective radio ads. Always keep that in mind.

Let Me Eat Already

2010-06-24T06:36:00.000-06:00

I love prime rib. You tell me your restaurant has sensational prime rib, and I'm ready to try it.

So you put a prime rib in front of me, hot and juicy. The aroma is sensational, my mouth is watering. I'm just about to carve in when you stop me ---and start telling me to look around at how nicely you decorated your restaurant. I agree and get another whiff of the rib. I want to eat---but you stop me again and remind me that I should come back during the week because you have special deals going on. I nod my head frantically wanting my prime rib----instead, you take it away from me COMPLETELY and begin to babble on about your meat loaf and how high the quality is and I should try the soup sometime and maybe a salad----finally, you tell me I should check your website for coupons for the late night menu. My prime rib is long gone. I drop my fork and knife. I get up. I leave. You chase after me, shouting your address and phone number. I have taken note of none of it and have already forgotten why I stopped by in the first place.

This is an example of the way most of your clients radio ads are built, and what they DO to the listener. It's what sales trainers refer to as, 'show up and throw up'. They have no center, no way to grab a listener who is READY to respond to one aspect of their business (in this case, the prime rib). Instead, they want to tell you everything about what they do. Spots like that don't work----they hurt your client, they hurt you, they waste money and air time.

Instead, follow this simple formula and your spots will instantly become cleaner, and more effective:

Identify the problem.
Solve the problem.

This scares the client. To not fill an ad full of information is an uncomfortable feeling. But repeat this mantra to them, and yourself:

Identify the problem.
Solve the problem.

I understand--limited budgets present issues. Clients want a big bang for their buck. But you have to deliver an ad the way people listen to ads. And they don't hang on every word--- they absorb concepts, ideas, and names. Find a problem--one problem. Solve that problem. Once the client sees you do that, they'll be more open to spend more for the other aspects of their business. 'Show up and throw up' ads mean the listener ends up dazed, confused and apathetic. And that means, you lose.

Get my attention. Sell me the prime rib. Let me eat already. If I like it, I'll be back for more. Period.

Pay attention to the big picture

2010-05-04T08:42:00.000-06:00

In the environmental movement, they always tell you to 'think locally, act globally'.

That message easily applies to your radio commercials---only in reverse order. Here's what I mean.

I get about 2 to 3 spots a day form salespeople who have a lot to say (rather, their client is GIVING them a lot to say). Problem is, in transmitting the info, they get bogged down in all the minute details-- details that, BTW, mean nothing to the listener. What they forget are the who/what/where's of the spot. So I might get an ad for a weekend event that includes every little item going on-- yet, the salesperson is so overwhelmed with details, they forget to mention a few minor items of importance-- namely the date/ time/ location of the event.

I'm not trying to make salespeople look bad-- I'm making a point. All too often, we're focused on the minor issues that don't mean as much as the major points of what a client has to say to their listener. It's important to look at the big picture--- make sure the details that get the listener to respond and react are there, before you start filling in one piece of information after another. And here's he key to it all, really--- remember that in most cases, that 'essential' piece of information the client gave you is going to be one line in one 30 or 60 second spot in a four unit stop set in a twelve unit hour. In other words, it's not going to be retained by the listener.

Think locally, act globally. Environmentalists want you to start small to make a big impact. In radio, I want you to get the big picture complete--- the small stuff can come later.

Marriage, BENMARadio style

2010-02-09T14:32:00.000-07:00

I'm proposing marriage, BENMARadio style.

Look, marrying clients to each other is nothing new-- it's been done in local markets since Bill Paley realized this radio thing wasn't a fluke. But today, marriage makes more sense than ever.

If you can find two businesses who can become interdependent on each other with a smart effective offer, why not marry them? Just don't do it the traditional way, by piggybacking them or having them share a 30 or 60. Instead, marry them by bookending them in a stop set. Bookends are usually 15's, but can be done as 30's. So, say you marry a movie theater to a furniture store. The stop set opens with 30 second copy for the movie theater, offering 20% off a living room set when you choose a ticket package of $50 or more, good for admission to the theater. Then it reminds you that the furniture store has something to add in just a few seconds.

The stop set continues with other clients, then ends with the furniture store 30. They now tell you about how you can get a free love seat at the furniture store when you purchase a concession gift card of $50 or more. Two offers working two separate ways for two clients.

Sell the bookends as one schedule, not two, so the clients save money and realize results. In a soft economy, it's great way to spur sales without breaking anyone's budget.

You can bet this is a marriage that will last.

Keeping It Real

2010-02-02T12:05:00.000-07:00

Serious issue gang. And it's simple--

What your client wants to say and what the audience wants to hear are two separate things.

And that's why radio fails for clients so many times. So stop failing. You've got to be in control of your client. Here's how-- the audience does not want to be assualted with information, and most of your clients can't wait to pack their 30 or 60 seconds full of info. So just remember--

What your client wants to say and what the auience wants to hear are two separate things.

Make this your mantra. That way, when you start discussing your client's ad content, you'll keep it real. Keep it focused on ONE IDEA. Solve ONE PROBLEM. Do that by reminding your client that the listener has no idea what's coming at them. Your CLIENT knows what the commercial says----your CLIENT knows what time it's playing. The audience doesn't. So, just blasting information at them is not going to work, and worse, will cause tune out.

What your client wants to say and what the auience wants to hear are two separate things.

Feature your client's strength and solve their immediate problem, while you keep the message simple for the audience to understand. Keep it real and it will play well for everyone.

FIVE RADIO TRUTHS FOR FEBRUARY

2010-01-19T07:26:00.000-07:00

OK, the five monthly truths are back. Agree? Disagree? Let me know.

1. YOU'RE LEAVING THOUSAND OF DOLLARS ON THE TABLE EVERY YEAR

By writing the copy yourself or letting the client write or input ideas, you hurt yourself. And here's why---you get too wrapped up in what to put in. You pack an ad with info, not realizing you're best served by solving one problem per ad. When a client gives you a list of things they want to say, you should be jumping for joy. You're being handed an upsell, a chance to build this client into an annual by featuring and solving one problem per ad. Don't throw opportunity away-- recognize it, and put that money in your pocket.

2. RADIO IS NOT PRINT

Have you heard---PRINT IS DEAD..! STOP TRYING TO COPY THEM! Laundry lists of information don't work for radio. Never have. We're not classified advertising-- we're radio. Act like it.

3. RADIO DOES NOT UNDERSTAND HOW TO BE INTERACTIVE

Use the power of immediacy. Don't just list a website or phone number-- engage the listener to act on it immediately. After all, where is your client listening-- online, in the car? Turn them into an active consumer--don't wait for them to act-- encourage them to INTERACT NOW.

4. THE SALE IS NOT THE END OF THE PROCESS, IT'S JUST THE BEGINNING

The MESSAGE is MORE IMPORTANT than the sale. Convincing someone to advertise is a small part of the game. Making them successful is how to seal the deal and guarantee renewals. Pay attention to the creative message.

5. RADIO DOESN'T SELL ANYTHING FOR ANYONE

Unless you tell the audience you're handing out $100 bills, the audience is not going to 'buy' anything because you gave them nine reasons why they should. Use radio for what it does best----make the listener respond viscerally. Once they get emotional about a product, service or idea, THEY will make the next move. You can't MAKE a listener buy just because they listen to the ad-- you can get them to act by keeping the message direct, and simple to understand.

$49 Spots

2010-01-14T14:23:00.000-07:00

The excuses are over.

"I don't have a budget for it..."

"I know it's important, but I just haven't found the right sound yet."

Now, your radio station can get agency quality production, from us, for just $49 per spot. The catch..? We have to write the copy for the spot. If we write it, you get the production for $49. That's it. No limits, no minimums.

It's time to gte the listeners to pay attention again.

Are you an original?

2010-01-08T08:18:00.000-07:00

First of all, let me say, it's OK not to be. I'm not.

I didn't invent the Pet Rock or "Shamwow". What I do is try to find original ways to position my clients (and at last count, there are almost 100,000 in 23 years) so that there's something original about THEM.

In reality, that's what radio ads are all about--crafting a small niche in listener's minds that the client can occupy, and dominate. It CAN be done-- but it doesn't happen by accepting the ordinary. So today, when you go out and start collecting information about a client, don't just sit, share coffee or lunch and schmoooze. Try to ask questions or probe for answers that lead you to creating an original position for them. Just taking information off menus or from a clients brochure, or even using a script the client THEMSELVES wrote is not doing anyone any good.

You don't have to be an original. But making each of your client's one will go a long way to helping you write another chapter in your success story.

Forward and Backward

2009-12-24T08:04:00.000-07:00

As fast as radio is changing, moving forward into new areas of influence, that's how fast it's leaving behind the old way of creating radio commercials. WE see that-- yet many who are in management positions right now don't. With so many managers coming from the sales end of the business, the old ways are not going to die any time soon.

I recently did an ad for a small market station back east. Solid ad, one that would accomplish the client's goal, entertain and work well as a sustainable campaign-- plus, it could be done without taxing the station's talent pool. What I get back from the salesperson is an email stating the following:

"My sales manager wants to go in another direction. How about two women talking, and one says this and the other says that and---"

So it ends up that, the 'other direction' of two women (chosen because the target is, of course, women) becomes an exchange of information about the clients copy points, all while pretending to take place at the client's location. The idea is something straight out of 1955, and the choice of two women taxes the station talent pool to the effect that one of the voices will undoubtedly be a secretary or someone similar doing a favor on their lunch break. This, I might ad, is not the first time this manager has decided on 'going in a different direction' and moved backwards.

Can we please stop this nonsense? Now.

One of the KEY REASONS WHY RADIO IS IN FINANCIAL TROUBLE, is because our commercial air sound is atrocious at the local level. It's time for management to understand that, BECAUSE of all the cuts on the creative side in favor of nicer balance sheets, local air sound suffered. In good times it meant nothing----now, it reveals a huge flaw----because no client loyalty was ever created. With no way to quantify results, clients have now left in droves, and our industry has been eliminated from many budgets.

The industry is changing, almost daily---creative has to change with it. It's time for management to lead, follow, or get out of the way. Outsource your creative needs to people who understand it and can offer you fresh ways of engendering client loyalty again. Old, worn out, 1955 commercial ideas no longer apply. Go forward, or risk falling further behind.

On D'Mand

2009-12-03T18:09:00.001-07:00

What is On D'Mand?

A revolution in creative.
Totally cool.
An unmatched sales tool.
The end of your competition, as you know it.

On D'Mand lets you close business in one day, in one meeting. That's because BENMAR On D'mand allows BENMARadio to be part of your sales meeting through the internet, so you create your client's commercial right there, with their input. It takes two minutes or less to get it started. From there, you use the BENMAR netbook, and watch as BENMARadio creates an agency quality commercial ONLINE, in front of you and your client.

That's cool, but not cool enough. So once we finish the first draft of the commercial,then turn the keyboard over to your client. Remember, we're in Denver, you and your cliwent are wherever. Yet now, we're working in real time to create your client's spot. They type, make their suggestions, to which we guide them with creative consultation, then finish the ad and get them to sign off. If it's not too involved, we will have it produced and ready, FOR AIR, by the end of your business day.

Close business in one day. Period.

On D'Mand comes with a free netbook and free 30 day trial.

It's a revolution in creative.
It's totally cool.
It's an unmatched sales tool.
It's the end of your competition, as you know it.

It's time. Join the revolution.

I'm going to change the way you sell radio

2009-11-19T16:50:00.001-07:00

Starting January 1, BENMARadio changes everything. I'll blog more later about it.

Pay attention

2009-11-19T14:55:00.000-07:00

I work with a lot of you who like to play the grays.

You know who you are-- you're in a small or medium/small market who thinks they're way off the radar screen and your client wants to use "Legs" by ZZ Top as their music bed and you send me info asking me to incorporate it and I tell you it's copyright infringement and if you do it, you're going to get busted big time and you 'yes' me to death, then get strong armed by the client and go do it anyway. So--outside of that being one of the longest run-on sentences I've ever written (and I've written a few), here's a lesson.

Taylor Swift (yes, THAT Taylor Swift) and her legal team just busted an Idaho sports bar for playing her music wihtout paying royalites. Now, for what was probably just a stupid oversight, this small bar in IDAHO will pony up thousands between lawyers, licenses and royalties due. What does THAT have to do with YOU...?

Well, there is a very limited saense of humor in the entertainment capitals these days with regard to piracy and the unauthorized use of music and other copyrighted materials. So-- if the powers that be are willing to bust a small Idaho sports bar for playing music without paying royalties, you may not be as far off the radar screen as you think you are.

Simple advice--- if you THINK there's a copyright issue you're probably right. And don't fool yourself into believing you're too small, the flight is too short, or it just doesn't matter. It does---the entertainment biz is paying attention. Don't give them a reason to jack you when you can easily avoid it.

Five basic truths for November

2009-11-05T16:48:00.000-07:00

Each month, we'll discuss 5 basic truths about radio, designed to help you get more out of your industry, and your career.

TRUTH NUMBER ONE---The sky is not falling

Contrary to everyone's belief, radio is far from dead. Watch what happens this fourth quarter. I'm predicting stronger than expected retail sales figures, which will leave retailers hoping to capitalize on some of that momentum in first quarter. Be ready with good rates and quality pitches---think out of the box. You will be able to make some headway in 1Q 2010.

TRUTH NUMBER TWO---Clients are tired of blending in

The reason so many are turning towards new media is because it offers exciting new ideas and challenges, something corporate radio long ago gave up due to their huge personnel cuts and lack of creative messages. Want to grab your clients back? Give them (and your listeners) something worth listening to again. Let's get creative and give them things the new media can't.

TRUTH NUMBER THREE---Retailers know they need radio

It's just that right now, everyone is petrified. Credit is tight, sales are down-- reserves are dwindling and those businesses that are surviving are doing it because they're leaner than they've been in years. Yet retailers know radio's value-- what you have to do is show them, directly, how the money they spend with you comes back 10, 20, even 30 fold. Talk to us-- we know how to help.

TRUTH NUMBER FOUR---Clients love traffic builders

Come up with a creative new contest (we have lots of great ideas). Tie a couple of different retailers together and come up with a great payoff for listeners. Get your sudience involved again--clients love to see and touch the listeners when they show up-- and it always adds to the luster of what you do.

TRUTH NUMBER FIVE---Sex doesn't sell anymore

In fact, it's reached a point where people ignore the double entendres and bathroom humor. Write creatively-- life is full of humorous situations that don't involve body parts or functions. Stretch your boundries-- the listeners will notice, and respond.

Time to retire Santa ( sort of)

2009-10-20T13:26:00.000-06:00

Unless you have a new take on the Santa Claus story, stay away from Santa based commercials. Why..? Unless it's a new idea or angle (Santa shaves his beard and head because he loses a bet), listeners have heard it before. That causes branding confusion and tune out. Better to come up with a new angle on holiday spots ( Rudolph, corporate take over of North Pole), then to keep blasting the same old ideas over and over. It's why listeners aren't listening anymore.

Let me translate that into language the corporate suits who run the sales departments will understand :

Santa is on the downside. No positive energy or spin.

If we're going to make radio vibrant again, let's start with vibrant new ideas, not just beating the old ones to death. We can help. Really.

We got our wish

2009-10-16T08:08:00.000-06:00

I was just doing a spot for a station rep who explained that a 20 donut hole was going to be filled by the client doing a personal read. When I asked whether they'd be coming down to the studio to cut it and what kind of read they were, the rep just said, 'they have a computer, a microphone and a small home recording program. They'll do it at home, mp3 it to us, and we'll sweeten it here.' While the technology and simplicity is truly amazing, I got a slight pang of sorrow. Here's why.

Used to be, that being 'on the air' was a big deal. Maybe not to us-- after a while radio pros get jaded about the mystique. However, to the 'civilians' (the listeners), whether we knew it or not, there was a magic to being on the air.

At one time, we treated it that way too. We used to hire professionals to do the shows, not just anyone off the street. People who were callers one week, never became show hosts the next. Plus, if a client wanted to voice their own spot, they would come to the station, and a producer would monitor the spots. It was special.

Along came corporate radio with sweeping changes, including an attitude that was all business, very little entertainment, and all about the bottom line. Now, anyone could be on air--and certainly, if a client wanted to, they could just phone in their read. They never had to see the station. What that meant was, we showed everyone the man behind the curtain-- and the magic disappeared.

Today, for about $500, anyone can have a home studio and, in fact, run their own show on the internet. We got our wish-- we demystified the business, making it pedestrian and ordinary. We showed the world that anyone could be on the air-- that it didn't take skill, experience, talent or even the ability to communicate clearly. The audience and the clients got the message.

We got our wish--- radio today is easy and impersonal. However, the magic is gone. Our loss.

There are times when it's not your fault---but there are times....

2009-10-07T16:22:00.001-06:00

Sure, clients can be ball busters. They can exist just to bust your chops, because their feeling is, if they make it too easy on you, you won't be earning your money. These guys come along once in a while and really make life challenging.

But sometimes, it IS your fault. You get sloppy. You get careless. You fall back into old habits because they're easy. Many times when we have to redo a spot three, four and five times, it's because the client is being difficult or just plain surly. But there are times when you just forget the dates and times on a personal event or you don't focus your client and instead, take their laundry list of items back to be crafted into a commercial. Even worse-- you provide your creative team with a website and nothing more than the words, 'take a look and see what you can use.' Or you just don't want to press the client because you're afraid you'll lose the buy.

Never lose control of your client, especially when the creative process is about to happen. Make sure you are clear as to what they expect to happen and what their major problem to be solved is. Most clients are confused by the process of advertising to begin with. They don't know what they can't use all of that 30 or 60 seconds to tell the world everything they need them to about their business. It's your job to stay in control, keep them focused.

There's a fine line between just existing in this business and true financial success. Step over the line--- stay in control. Become a success story.

HOW RADIO BECOMES RELEVANT AGAIN

2009-10-06T10:48:00.000-06:00

Face it---unless there's news unfolding, or some jock just got into hot water for pulling a moron stunt like running naked through the White House lawn yelling "Obama's my guy..!", radio doesn't make an impact. Seriously--- when did you last talk about your favorite radio show or personality on a daily basis?

Worse, when did you actually talk about a radio ad?

The time has come for radio execs--- all of you suits, corporate and local-- to understand that the 90's are OVER. O-V-E-R. The corporate radio model so successful for 15 years is now as dead as Michael Jackson.

Point? Unless you make some serious investment inside your building, you are going to become a trivia question.

So, I'm a solution guy---- and my solution is simple.

HIRE.

Spend money on your air sound, that thing you've gutted like a trout for 15 years. You said it didn't matter---NOW, IT MATTERS.

Rebuild brand loyalty (sound familiar?). Doesn't it make sense that pounding the call letters and your station slug into the brains of listeners 100 times an hour means nothing if YOU GIVE THEM NO REASON TO LISTEN?

OK, so start by hiring creative on air talent and TURNING THEM LOOSE--- though make sure they know there ARE at least SOME guildelines (refer to the White House thing mentioned above. Might be a funny idea in the staff room after a few energy drinks, but it doesn't play on Main Street).

Hire quality, trained copywriters, then marry them to production directors who can create images people actually TALK ABOUT instead of tune out.

Investing in your product doesn't mean making podcasts available for download. How lame is that-- a generation briought up on i-pod's doesn't want music YOUR way--they want it THEIR way. BUT--- if you ENTERTAIN again, that generation will tune in.

That's what we've forgotten how to do. So the message today is the same one you provide your clients with--- INVEST in your product. Build brand loyalty by giving your listeners something to listen to again. The results will save our industry. Stay the course, and we become as irrelevant as a newspaper.

Challenge your clients

2009-09-30T12:31:00.000-06:00

It's an old trick---but it always gets a foot in the door.

Retailers and businesspeople say they don't want to advertise or radio doesn't work or name your excuse here. So challenge them-- after all, if they're not going to listen anyway, at least you might get some of them to think.

The set up happens something like this after you've been told they won't/can't/shouldn't advertise:

You say, 'Okay. Tell you what--- I'd like to do something for you because I like you and want to see your business succeed. So I'm going to put a schedule on the air for you free of charge. Fifteen spots, three days.'

This intrigues many. They listen.

'I'm going to create a spot that tells the listener you're giving away $100 bills each day to the first 50 people through your doors.'

At this point, they either throw you out or engage you (and my friend always lived by the theory that until they call security, it's all negotiation). 'Don't DO that..!', they roar. 'I can't afford to pay all those people..!'. At which point, it either hits them-- or it doesn't. All those people, all from radio, all because of a compelling message delivered in a direct, timely and compelling way.

Think about it. Radio STILL has the advantage--- let's press it. All in.

What's a good spot worth

2009-09-29T12:35:00.000-06:00

It's budget time, which means time for the annual dance for dollars.

In the overall picture, we cost less than one-half of 1% of a client's budget----read that as less than .5%---yet many are emphatic that by eliminating creative support, it helps their bottom line. Yeah. Right. And by not refilling my car, I'm saving money on gas (even if I go nowhere).

Yet, cluster after cluster continues to cut creative--- cut voices, cut production pros, copy, air talent---and all because 99% of management comes from the sales side of radio. That means most really aren't sure what creative does, so they're perfectly satisfied with cutting more and doling out the responsibilities to salespeople, interns and on air. So the question today is, what's a good spot worth?

When the creative team targets the client properly, when production creates the sound, when the flight is right and the client is successful, what's that worth to a radio station? The fact is, more station revenues are down-- a direct result of years of not being able to prove to clients the dollar value radio delivers (how much the client makes from people responding to their ads), and thus, minimizing client loyalty needed to get through tough times.When mediocre spots leave clients without ways to quantify their media buy, it becomes a self-fulfilling prophecy. Sure, anyone can 'write' an ad, but poorly written and executed ads mean hundreds of thousands of dollars in losses for a radio cluster. And yet, management doesn't look at it that way.

Make a note---- sales people are at their best when they're selling, not writing. An air staff is at it's best when it's entertaining, not writing and producing. And a station works best when it invests in it's product, bringing clients more success and thus, reasons to return. THAT'S what a good spot is worth.

'Hear' your spots, don't just read them

2009-09-25T16:41:00.000-06:00

Today, I get a note from an A/E that their G/M didn’t like the negativity of one of the lines we used. In fact, they just didn’t like the whole concept so they asked if we can do it again.

After almost 100,000 scripts, rewrites are never an issue. It just amazes me how people with little to no creative experience are willing to dismiss and judge the creative just based on one or two of their own reads. Listen up---we work in an AUDIO medium. Our product is creating sounds that get attention—how then can you read copy and determine it’s too negative if you haven’t heard it in the context of how it's supposed to sound? How do you know if you don’t like a concept if you don’t hear it?

If you’re ever having trouble ‘hearing’ a spot, ask for a scratch read from your writers or production team. Even ask THEM for a dry read. It's good for your client, good for you. Or maybe you guys have some other suggestions you use to help make the spot come alive before it’s produced. Love to hear them..

Greetings

2009-09-24T17:08:00.000-06:00

Ok so this being the first blog , it's a chance to kick the tires a little. Who am I..? Why does what I think or say matter? Well, it's simple-----it matters because since creating the exclusive Customer First System with Greg Bennett in 1992, I've made millions of dollars for radio stations all over the world in almost 100,000 original scripts. Right, almost 100,000.

I'll talk radio here but not general bitching and bellyaching. I'll have tips and ideas-- and you'll like it because I approach radio upside-down. We at BENMARadio don't just think out of the box-- we break the box open. We offer new ideas about copy and production, how to handle clients, how to use your creative to make money-- even how to control your clients better so they're not causing issues with your creative process.

Welcome to the BENMARadio rants. You're going to love what we do.