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I am available to UK Clients to write radio commercials. If you are someone who has already had a commercial written I can also look at it and suggest changes that make it a better commercial. I work for radio stations, production houses and direct clients.
I can also help if you need someone to produce your radio commercial, with contacts around the UK.
Mostly I bite my tongue…. but what I WANT to say sometimes….
I spent three years at University learning techniques of radio production. My first job was with the leading radio station creative department at the time, where I learned from some of the top names in Radio Advertising then and still today. My ads were ripped apart and reconstructed by the best. I’ve gone on to work with learn from and mentor some of the UK’s biggest talents in Radio Advertising I’ve spent the last 23 years reading everything I can find on Radio Advertising and studying technique and seeing what ads work and don’t work. I have a few awards, and qualifications from the USA and Canada in copy writing for radio advertising and radio sales. I go in reading, listening researching and looking at how I can grown and know more. I make my best effort to write copy that will help clients meet their objectives, I love my job and love hearing my work on air… I love feedback from happy clients and relish the challenge of those that are not happy with their results (few and far between if they take my advice).
But yer… if you want to write your own ad… feel free. 🙂
Recently I was asked to do a campaign for a UK radio station “dissing” their local newspaper. Being a radio advertising copy prostitute I went along with in. Kind of. But tried to take the sting off it with some humour.
Newspapers are not the enemy of radio advertising sales people. Yes, the client will spend most of their budget in newspapers, and you have to work to either take a lions share to advertise on your station, or show the clients ways to save money on their other advertising that they can plough into their radio advertising.
What they will notice at first is that when they advertise on radio AND press, their advertising seems to work 5 times harder! Their press ads start to jump out off the page. The customers though remain confused because radio works in the VISUAL part of the mind.
Mike Bersin tells a story of a garden centre that put it’s rise in sales down to the newspaper… but most customers at the checkout could sing their catchy jingle. They were influence by advertising that worked in the VISUAL part of their brain.
It wasn’t just the radio working though. For sure. I noticed the effect once when driving through Hull. Shops that I had heard about on the radio seemed to jump out from the shops around them. Opening a newspaper, the ads jump out of the page when the client is a regular radio user.
I once worked at a radio station which had a production department dedicated to writing music for advertising. It was an amazing experience. Jon Craig was the man putting together amazing Music Identities, along with a string of talented musicians. These days it’s easier for people to make music with the technology available… but it’s not always good music for advertising. I often get asked to write copy around cheesy, badly produced “jingles”. One section of the industry seems to have pretty much stalled in the last 40 years with some notable exceptions. This article from Soundscapes makes useful reading for anyone considering having music composed for their advertsing…
Soundscapes – Music is just music… right?”
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
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.