John Evington – Commercials, Friend or Foe

Some really nice thoughts on ad breaks on radio stations from John Evington here.

I worked under John many many years ago (about 23 years ago) in Stoke on Trent UK. He knows his stuff! I’ll remind him sometime of the day he voiced an ad for me… promoting the Bolshoi Ballet…. and mentioning some of those Russian dancers by name.

The dapper John Evington

In Praise of The Radio Station Copywriter

Recently I had a mail from a former colleague from way back in the day. He is high up in sales for a radio group. I asked him who did his creative and he told me they use external production houses…. “It’s MUCH cheaper” he told me.

Mmmm. Lets look at that. A few years ago I was working as a freelancer at a radio station and we went out to see a client. We took a brief. Nothing different to what you may have to do with an external production house. The sales person kind of expected that the client would buy one ad to run on her station for a month. But we took more briefs, wrote around a dozen ads, and presented them to the client. We developed the relationship with that client, honed and worked on the creative and then they dropped the bombshell. They loved them so much wanted to run all the ads, in all the areas where they were launching their product. Suddenly an order that was maybe ten thousand pounds because hundreds of thousands. Creative and Sales working together can get clients to spend that would not have done so, it increases spend… it MORE than justifies having a Creative on the team…. if IF you do it right. IF you don’t see a writer as just a factory to make ads. In 2 visits I justified the salary of a Creative for the next 20 years. One Creative Consultant I know went into a radio station and worked out that every year the Creative Team added around a million pounds to the station that they would not have written without the onsite writers. I’m not sure HOW he worked it out, but I can believe it.

The UKRD Group has caught on to this and have employed Mike Bersin, putting site writers into their radio stations. Writers who can write multiple ad campaigns, who can present creative with confidence, and who have a wealth or radio experience. There are some big names and people who I hugely respect working at some UKRD stations now. I wish them well with it. They deserve to do big things.

As for production houses, there’s still a need for them. Healthy competition is a good thing. Agencies have choice, clients have choice and smaller stations that cant afford a production facility have an option. But if you want to see growth in sales, get a writer!

How many writers? Good question. Wouldn’t it be interesting if every sales person had a dedicated creative? I can only dream.

For more on Mike Bersin and his methods for increased Radio Station revenues, read these books!

The Creative Led Sell: The Definitive Guide to the Easiest and Most Effective Way to Sell Radio Advertising
Taking the Brief: A Simple Guide to Getting Great Briefs for Ads That Will Make the Client Money
Make More Money: A Business Users Guide to Creating Radio Ads That Increase Sales, Turnover and Profit.

L to R Simon Rushton, Emily Morris, Mike Bersin and Graham Elliott.

L to R Simon Rushton, Emily Morris, Mike Bersin and Graham Elliott.

Dan O’Day – RADIO IS A PRECISE MEDIUM

Dan O’Day is a great, reasoned, sensible thinker on radio advertising. He developed the Certified Professional Commercial Copywriter course for the RAB in the USA (I was the first person to qualify outside of Texas!!)

Here are some of his wise words… Click here.

Dan O’Day

Hatred of the Hyphen

I hate the hyphen. Well, I hate it when it comes to websites in radio ads. It seems like advertisers don’t think through when they’re buying their websites how it would be communicated. Try reading out simon-rushton-radio.co.uk/contacts. And that’s a fairly simple one!

Also there’s the companies that like word number puns in their we addresses. Way2getahead.com sounds really snappy… but the listener may get confused. Way to get ahead? Way 2 get ahead? Weight to get ahead? Ok maybe the last one is a bit extreme.

If you do business through your website then there is an answer. Come up with an easy to remember, radio friendly web address for your company. You can buy a web address quite cheaply and then just forward the surfer to your website (avoiding those terrible flash animated landing pages)

Many years ago I had a client who was a pub/restaurant and their web address was something like… the-red-lion-canterbury.co.uk. Terrible! But their offer was a downloadable voucher for a buy one, get one free steak dinner. The solution? For the duration of the campaign they used the address “I want a big fat juicy steak .com” Nice, memorable and related to the offer! Simples!

A Steak Dinner

Suite 101

Yesterday I was interviewed for Suite 101 by my former boss, mentor, former Head of Creative at Radio Clyde, quoter of Burns, and all round good guy Dan McCurdy.

Dan M Curdy


You can find the interview here.

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Voicing a Commercial… How Hard Can It BE!!

The client has a great voice.
It’s true. Deep, rich and resonant.
But in the studio, and faced with a $3,000 microphone he turns into a quivering wreck.
He’s discovered that being a great voice over is not just about a great voice.

I’ve had the pleasure of working with some amazing voice artists and they are worth what they get paid. (although many will complain they don’t get paid enough by local radio stations)

The fact is, it’s not easy.

They have to read a script and make it sound like it’s not read.
They have to squish 34 seconds of verbage into 29.5 seconds.
They have to do take after take for the agency “producer” who wouldn’t know a great read from a jar of strawberry jam.
They have to deliver the same read, time and time again, with small adjustments, and remember what the producer didn’t like from the last take.
One moment they’re the voice of God, the next moment a talking dolphin.
And, they have to market themselves to writers and producers who already think they have enough talent on their books.
All with a smile.

So when a friend tells you you have a great voice and should be a voice over, by all means give it a try. But just because you can play chopsticks doesn’t mean you should give up your day job and become a concert pianist.

This month I will be attending VOX 2012 in the UK. It’s a change to meet the people whose mouths I am lucky enough to put words into.

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