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Serving Two Masters: the Radio Station and the Radio Advertising Client

Radio advertising salespeople serve two masters: their radio stations and their advertising clients. A salesperson's paycheck is written on the radio station's bank account. But the station's account depends entirely on the dollars that come from its advertising clients.

Who, ultimately, is the salesperson's "boss?"

I’ve pondered this relationship for many, many years—the interlocking, occasionally conflicting relationship between “making goal” (putting the station’s needs first) and “serving the customer” (putting the client’s needs first).

It's too simplistic to say that these are (or should be) one-and-the-same. They’re not.

How should the salesperson serve his two masters, station and client? Each has his own priorities and objectives, his own self-interests.

We can bring the two objectives into closer alignment (though never perfectly) by investing in our salespeople, e.g., offering training in the arts of advertising, copywriting, and related marketing skills—and not just sales training, important as it may be—and then by empowering and encouraging them to evaluate, objectively, whether a particular schedule, campaign, or package is truly in the client’s best interest.

Short-term, budget-driven thinking tends in too many cases to see the client only as a means to an end. (There is the flip-side, of course, where a client sees the radio station as just another vendor, and his radio ads as a commodity, nothing more.)

Taking the longer view—and this has been my experience, especially in the second half of a career spanning nearly forty years—giving the client the benefit of the doubt and choosing his interests over the station’s when there’s a conflict, is a surer way to cultivate durable, longstanding relationships built on trust, respect, and honesty—a foundation far more likely in the long run to benefit the station as well.

Ted Williams, Take Two

When Ted Williams first burst into the national conversation a couple of weeks ago, everybody-and-his-brother in media were trying to get a piece of him. Many viewed his discovery as his salvation, seemingly the end of his hard life.

But some of us saw him as jumping from the frying pan into the fire and said his biggest test was yet to come.

A guy used to drinking himself to sleep under a bridge isn't suddenly going to do a 180 simply because he's been discovered and come into some money.

Fame and fortune might enable him to buy a better brand of booze and sleep in a more comfortable place, for awhile anyway, but they're not going to make him a better person or prolong his life. Just ask Jimi, Janis, John Belushi, and myriad others who've faced and failed the prosperity test.

His media handlers can clean him up for the cameras, but that's just for show. Ted's daily testing begins when the cameras and microphones are turned off.

His recent meltdown in a Los Angeles hotel and subsequent arrest, his daughter's revelation that he's been downing a fifth of vodka nightly, and most recently his own admission on Dr. Phil's show that he hasn't been able to handle the pressure confirm it.

What Ted Williams truly, desperately needs is a good soul-scrubbing.

Dr. Phil put it this way:

"If Ted is ever going to get better, he's got to be honest with himself and admit he's addicted to drugs and alcohol. Everyone is pulling for Ted, but his 15 minutes are going to be over and then he'll be left to manage a life filled with temptation."

Ted Williams is facing a difficult, some would even say impossible situation. But there is One for whom nothing is impossible. Ted would do well to yield to Him, and I hope that God will intervene to provide the beneficial influences—both human and circumstantial—that will help Ted Williams change his thinking, change his behavior, and over time—years, not days, weeks, or months—eventually undergo the change in his character, that will give him the inner resources to resist the temptations he will continue to face and keep him from squandering the opportunity he's been handed.

For we do not have a High Priest who cannot sympathize with our weaknesses, but was in all points tempted as we are, yet without sin. Let us therefore come boldly to the throne of grace, that we may obtain mercy and find grace to help in time of need. (Heb. 4:15-16)

VOTV: a Brand New Opportunity for Voiceover Talent

Bob Souer, a voice actor held in high esteem by his peers in the business, calls it "either good news or bad news, depending on your point of view."

The news in question concerns plans by competing production companies to put not one but two new "reality" TV shows on the air, intended to give aspiring voice talents their shot at stardom.

VoiceOverXtra's John Florian writes:

Two television programs - Behind The Mic - The VoiceOver Talent Search, and America's Next Voice - are being developed by well-known voice over professionals, in which voice over talents will vie for a shot of fame on camera.
...
Behind the Mic co-producers are show creator and voice over talent agent Erik Sheppard - of Voice Talent Productions - and popular voice talent / trainer Marc Cashman.
...
America's Next Voice is being developed by Los Angeles voice over celebrities Joe Cipriano, known especially for TV promos and movie trailers, and Randy Thomas, the frequent voice of major award shows.

Reading between the lines of Mr. Florian's interviews with the producers, a nascent rivalry has already emerged between the two shows, although at least one voice actor has urged his colleagues not to take sides: "These (people) are huge in the VO world. I hope nobody has to take sides here. There could be room for both."

Many in the voiceover community are thrilled that their profession is about to be thrust into the national limelight. More than a few anticipate auditioning for their fifteen minutes of fame and, possibly, the opportunity to take their careers to a new level.

Others are concerned about what effect a slew of new and aspiring voice talents might have upon an already crowded and competitive field, not known for its job security except for those top-tier talents whose paychecks, perks, and popularity are not likely to be threatened by newcomers.

The most successful voiceover talents have learned how to market themselves, through a combination of advertising, networking, and personal sales. They've hired coaches to help them hone their talents, and agents to sniff out opportunities to advance their careers. Of necessity, they've had to develop their entrepreneurial skills in order to make a living.

I'm betting that more than a few forward-thinking folks in the business will soon attempt to leverage their experience and expertise, opening a brand new (to them) revenue stream as trainers, coaches, and mentors.

It makes perfect sense. Established voiceover educators already have plenty of students to occupy their time. Their capacity to handle a huge influx of additional business—while a nice problem to have—will prove a limiting factor when this thing catches on.

Unless...

There is the possibility that some of these trainers will follow the example of Roy H. Williams, the Wizard of Ads, whose best-selling trilogy of advertising books catapulted him into fame and fortune. Recognizing early on that he and his marketing company were poised for explosive growth in a relatively short time, Roy offered Wizard of Ads franchise opportunities to advertising professionals worldwide, resulting in the addition of some thirty "branch offices," operated under his auspices.

I have no idea, of course, whether Pat Fraley, Nancy Wolfson, Susan Berkley, and other well-established voice acting trainers have an interest in taking their businesses in this direction.

But this much is certain: these two VO-TV shows are going to be game changers. As the Wizard might exhort those who see an opportunity for growth: get ready to pull the trigger and ride the bullet.

Stay tuned.

"Golden Voice" Ted Williams' Biggest Test Is Still to Come

Unless you've been in a coma or completely insulated from media this week, you're familiar with the story of Ted Williams, the one-time radio announcer, gifted with a "bottomless" golden voice, whose submission to alcohol, cocaine, crack and the wrong crowd led him to abandon his family and career for a "life" on the streets of Columbus, Ohio.

On a Sunday a few weeks ago, a man and his family on their way to church stopped at the intersection where Williams was panhandling and pressed a $20 bill into his hand. That got Ted's attention in a big way, just as his astonishing "pipes" got theirs. The man who stopped happens to work for the Columbia Dispatch, and he was curious to learn more about the man with the big voice. So he asked for and received Ted's permission to record video and sound of him soliciting donations at the exit ramp.

The video went viral. When I saw it on Facebook, thanks to a couple of friends in voiceover and radio, it had had a few hundred views. A day or two later, over five million others had seen it.

Suddenly, Ted Williams is an international celebrity. Appearances on GMA, Today, Fallon, Leno. A station in Hawaii wants to fly him there, all expenses paid, to do a few drop-ins. The Cleveland Cavaliers want him to be their stadium announcer. Job offers are coming out of the woodwork.

And therein lies Ted Williams' biggest challenge, and it's a monster.

How will he handle the pressures of fame and fortune being thrust upon him after having spent years on the streets, not by chance but by choice.

Yes, it's a hard thing to say: "choice." But, like all of us, Ted Williams has volition. Free will. He was free to choose and made bad choices, destructive choices. His children and mother say they tried to help, but he refused it.

I'm not condemning him. Nor am I claiming to understand his situation. I've not walked in his shoes, nor have I slept where he's slept, nor have I shared a meal with him. Like you, I only know what I've seen and heard in the media.

But it's hardly a stretch to say that Ted Williams' downward spiral into substance abuse, family abandonment, and homelessness was largely of his own making.

The Bible informs us that a tendency toward sin and evil is a common characteristic of the human race (Jeremiah 17:9; Romans 3:23, 6:23), no exceptions save One.

And yet, for a variety of reasons, not the least of which are a functioning conscience and the personal freedom to respond to its dictates, no man is forced to act contrary to his own best interests.

I believe God has given Ted Williams another chance. By his own admission and the statements of others close to him, his redemption from life on the streets is the result of divine intervention and an answer to many prayers.

But as enviable as his new-found fortune may seem, it's fraught with dangers. Men inclined to self-destructive behavior find it so much easier to indulge themselves under prosperity than under adversity.

Williams himself has likened his good fortune to hitting the lottery. Ironically, in the same week, two people who live within 150 miles of me split a Mega Millions jackpot worth nearly $400 million. One hopes they have the capacity to handle the tsunami of green, having read the stories of lottery winners coming into tens or hundreds of millions of dollars, squandering their lives and fortune through dissipation.

In fact, our history is full of stories of millionaires, moguls and movie stars who've come to tragic ends and premature deaths, solely because they couldn't handle extreme prosperity, power, or popularity.

I believe that what Ted Williams is going to need most of all is prayer and the love of family and friends who aren't attracted to his money or fame, but who simply want to see him become the man God wants him to be.

I wish him well.
-----------------------------------------------------------------------------------------------

"The High Price of Saying Yes to Everything"

That headline jumped off the page yesterday morning, as though it had been placed there just for me.

I have been learning that "Saying Yes to Everything" almost always creates as many difficulties as it tries to solve.

Reflecting on how this tendency had gained ascendancy my own life, last spring I wrote:

The fact is, I've lost a great deal of time in the pursuit of an illusory productivity. I've become a victim of the myth of multi-tasking.

For instance, I carry two cell phones -- one provided by the radio station and my own personal/business phone -- a tangible manifestation of the dilemma I face, having more professional interests than the time to pursue them, more irons in the fire than I can effectively handle, too many conflicting deadlines and obligations.

Yes, I have only myself to blame. I've always found it easier to say "Yes" to people, when I should be saying "No, I can't. Sorry." Whether it boils down to a lack of self-discipline or a fertile imagination, take your pick. Both apply.

The progress I've made in the intervening nine months can be measured only in baby steps, but I'm pretty sure that "Yes" does not come out of my mouth as freely or automatically these days as it once did.

So, when I read today's "Yoder & Sons"—a bi-weekly column written by the San Francisco Bureau chief of the Wall Street Journal, Steve Yoder, and his two sons, Isaac (19) and Levi (15)—I was more than a little interested in how they deal with this same challenge in their own lives.

College sophomore Isaac writes about coming to grips with overextension and conflicting commitments:

"In the end, we inevitably have no choice but to practice triage with our obligations—breaking promises, producing work below our abilities and letting our personal health suffer. We skim the readings for class, put off studying for fast-approaching exams, forget to buy more toothpaste and neglect to return Mom's voicemail..."

He resolves to pare down his schedule, dropping extracurricular commitments in favor of devoting himself more fully to his academic work, and concludes:

"This may end up being one of the greatest lessons I've learned from college: Take on few enough things to finish what you start, be on time, keep promises and produce the highest-quality work you can."

Admitting that he has been a "role model...for overextension," Steve responds that he will take Isaac's lead and "resolve to cut back on overcommitment this year. Just like last year. And the year before that."

The parents worry about the downside of saying yes to everything, but at the same time don't want to pass up valuable opportunities. Steve specifically cites his decision in 2008 to write the new column with his sons. His plate was already full, and this was "the kind of additional commitment I'd vowed to avoid. But it's been one of the most gratifying commitments I've made."

In the end, it's really a balancing act, isn't it?

I'm again reminded of the words of Steve Massey, a Hayden, Idaho pastor: "...we can choose to say no. Most of the decisions we make that lead to busyness don’t involve a choice between right and wrong. They’re usually choices between good things... Let’s exercise the freedom to say 'no' to good things; save 'yes' for the best things."
__________________________________________

Read the full Yoder & Sons column ("The High Price of Saying Yes to Everything") here.

Read the full Steve Massey column ("Life Too Busy? Christ Offers a Cure for That") here.

Attention: Direct Response Radio Advertisers

Dear Direct Response Radio Advertiser:

If your product or service truly serves a worthwhile purpose, and provides a valuable solution to a significant problem...

And if your commercial message immediately engages a prospective customer, speaks authentically to a felt need, and genuinely resonates with that person...

...you will find it unnecessary, even counterproductive, to bludgeon listeners with endless, mindless repetition of your toll-free telephone number.

Why?

Because - surprise! - the person who really wants what you're selling will remember you and will make the effort to find you and do business with you.

Now, if your product or service is akin to putting lipstick on a pig - e.g., credit repair scams, nutritional nostrums, wealth-building schemes and the like - would you please take your marketing elsewhere and just stop polluting the airwaves?

Radio is such a great medium, such a powerful marketing tool, one hates to see its potential squandered by fast-buck shysters.

Radio advertising sales professionals: let's make a concerted effort in 2011 to woo and serve the best products, services, and businesses we can attract.

Let's create great advertising for great clients, and not settle for less.

What Child Is This? (Merry Christmas from Rod)

From the GBS archives...four :30-second audio features for Christmas:


WHAT CHILD, INDEED?

Theophany: a pre-incarnate appearance of the manifest member of the triune God, frequently referred to in the Hebrew canon as "The Angel of the LORD;" also called "the annointed" (Messiah), the virgin-born "Immanuel" (Isa. 7:14), the Son (Ps. 2:12; Isa. 9:6), "My LORD" (Ps. 110:1), and "My servant" (Isa. 52:13 - 53:12).

He is the Child born...the Son given...the Prince of Peace.

"And you shall call His name JESUS; for He will save His people from their sins." - Matthew 1:21

GOD'S CHRISTMAS GIFT



THE ORIGIN & MEANING OF "XMAS"



THE DAILY REMINDER OF CHRISTMAS



Merry Christmas to All!

My Last Dance with Darci (Radio Still Gets Results)

Generally when a business owner decides to call it quits, his choices are either to sell the business or shutter it. The former is preferable but not always possible. Such was the case for a client of mine recently, who for years had operated a healthy, profitable independent video rental store in town.

Carmel began to recognize the handwriting on the wall several years ago. Netflix was already siphoning customers away from her store; video streaming and other emerging technologies would eventually, inevitably, take even more of her market share. So, it was not entirely unexpected when she called me at the end of November to say that she was closing her store and wanted my help with the advertising for it.

Their goal was to sell their entire inventory of DVD's and VHS videos, plus all store fixtures, in as short a time as possible. My conservative recommendation was a two-day advertising blitz on our two Pullman stations, with commercials running heavily all day Friday (30x/station) and Saturday (20x/station). The store would be closed to the public on Friday - windows papered, sign on the reader board announcing the store closing - to allow them to prepare for the sale, which would begin at 6 a.m. sharp on Saturday and continue on Sunday with further reductions on any remaining inventory.

Carmel wanted me to work one last time with Darci (you may recall an earlier post about her), who had done such a fine job as the store's spokesman during the first few years of its rebranding and growth under Carmel's leadership.

I wrote the draft copy, Darci made some notes, and at the appointed time we met at the radio station and collaborated in front of a live microphone in the production studio for some 90 minutes, just as we'd done on so many occasions years earlier. This session provided the raw material which I brought back to my home studio to edit and mix. The result was three commercials, two to rotate on Friday and one to run on Saturday:







A prior commitment took me out of town Friday afternoon and all day Saturday, so I was unable to witness the results of the advertising first-hand, as I would like to have done. However, I was encouraged by a text message that I received at 7:48 a.m. Saturday from one of the owners of the radio station: "Holy Cow! The Video Quest parking lot is full."

On Monday and Tuesday of the following week nearly a dozen people I encountered during the workday made it a point to comment on how much they'd enjoyed the ads. Unsolicited responses like these are often a good indicator that a commercial or campaign has resonated with listeners. But "response" is not the same as "results." So, I was most appreciative when I received this message from the client:

Rod,

I am so impressed with the radio campaign you put together for my store's liquidation sale. You (and Darci) exceeded my expectations beyond anything I could have imagined! People lined up at the doors and at 6:00 a.m. they flooded the store like I have never seen before. After about 15 minutes, two lines began to form at the checkouts and, within 30 minutes, long lines were queued around the perimeter of the store. In the first two hours we sold half of our inventory. I know that our success was the direct result of advertising with you because we only advertised that we were opening at 6:00 a.m. the day before the sale with your radio ads and on our readerboard.

I want to especially thank you for reviving the old 'Rod and Darci' routine so that we could go out of business in the style we came into it. I think it gave our customers a reminiscent smile and reluctant farewell to the end of not just our video store, but to the end of an era where Friday nights were spent with our neighbors roaming the isles of Video Quest looking for a good movie and visiting about the kids.

Thank you!

Carmel

Response: people enjoyed listening to the commercials.

Result: "In the first two hours we sold half our inventory."

I've been selling and creating radio advertising for nearly all my working life, almost four decades now. In that time, I've written or produced thousands of radio commercials for hundreds of radio advertising clients. And to this day I still get a kick, as though for the very first time, every time I receive feedback like this, or hear about about a radio commercial or campaign that has worked for an advertiser, my client or anyone else's, anywhere in the world.

I love seeing radio get results.

Building Relationships on Fundamentals - Advice to a New General Manager

The newly appointed radio station General Manager posted a request for advice at Radio Sales Café. She said, "My biggest problem is finding quality sales staff and keeping them."

Everyone has his own take on the responsibilities, priorities and pitfalls of middle management, and the perennial problem of how to find and retain good people. My response was limited to just a few points, but I consider each of them fundamental to the long-term success of both the salesperson and the manager:

1. CARE about your new hires. Treat them as you would want to be treated, even better. (Read Proverbs 3:27-28 and you'll see what I mean.)

2. PROVIDE the training and support they need in order to help their advertisers and the station grow their businesses.

You'll find a wealth of good information, resources, and people here at RSC; plenty of gold for a determined miner.

Be sure they get training in ADVERTISING as well as SALES. Invest in a library of time-tested marketing and advertising works by the masters: David Ogilvy, Claude Hopkins, John Caples, Al Ries and Jack Trout, Jay Conrad Levinson, etc. Chris Lytle's "The Accidental Salesperson" will be most helpful to you as well as your salespeople. Pick up Roy Williams' "Wizard of Ads" trilogy - on CD, preferably; hearing his stuff beats reading it. Michael Corbett's "33 Ruthless Rules of Advertising" will help your sales staff see the world through the eyes of their prospective clients.

3. BE TOLERANT of their mistakes. We all make them. The trick is to learn from them and grow, not to perpetuate them.

4. ENCOURAGE RISK-TAKING. Nothing significant in life is accomplished without calculated risk.

5. BE TRANSPARENT. Make sure they know what you expect of them and how you, in turn, will provide support for them.

6. BE CONSISTENT. They're out there in the field busting their butts for you. Don't confuse or undermine their efforts by, for instance, having double-standards with regard to rates (lower rates for people you like) or access to resources.

7. SEE #1 ABOVE. It's really that important.

Reviewing the list later, it occurred to me that with a little tweaking these same principles also apply to the relationship of a seller to his clients.

Caring, concern, communication, confidence, consistency...all contribute to the quality of our relationships with employers, employees, customers, and suppliers.

* * * * * * *

Do not withhold good from those to whom it is due,
When it is in the power of your hand to do so.
Do not say to your neighbor,
"Go, and come back,
And tomorrow I will give it,"
When you have it with you.
-Proverbs 3:27-28

The Attributes of a Great Radio Advertising Client

The email arrived out of the blue on Thursday a week ago, from someone I'd never met. It contained two questions about radio advertising - more precisely, about radio advertisers - that I've never been asked nor consciously considered before now. I'll let you read them for yourself, exactly as I received them:

Dear Mr. Schwartz,

A thank you from a fledgling radio entrepreneur. I've gotten a lot out of your postings and enjoy your writing style. Your 'Darci' find is delightful-- what a great voice. Quirky but friendly. And she 'being her' has a great pull.

I'm assuming that you wrote the copy -- good work.

Can I ask a radio sales question? How do you target the best prospects for radio advertising? What are the characteristics or demographics of the businesses that become great radio advertising clients? [emphasis mine-RS]

I am working on a business plan to purchase a local AM radio station and need to develop some realistic numbers for our business consultant.

Thanks for all you've shared, Mr. Schwartz. I'm getting quite an education!

All the best from Delaware,

Steve

I didn't have a ready answer, and that bothered me. Usually I'm able to address radio advertising/sales questions quickly and confidently, off the top of my head, but this was not one of those times. Steve's questions demanded deeper delving into thirty-eight years' worth of accumulated experiences and education in the business, to try to identify the traits common to my best and most successful clients over the years.

After pondering these things for several days, I replied late Monday night as follows:

Steve,

Thanks for your kind words - much appreciated. Your questions, while beguilingly simple on the surface, have substantial depth, and I wish I had the time to answer them in as much detail as they deserve.

Setting aside such obvious considerations as the prospect having both the desire to grow his business and the financial capacity to fund that growth through effective advertising, one looks for a number of things. I'll give you 7, in no particular order:

1) someone who runs a good business well, and who has above-average growth potential in the market. (The Wizard would say, someone who's great at running his business but who stinks at advertising it.)

2) someone who is genuinely open to new ideas and willing to embrace a calculated risk, looking at the advertising campaign as a long-term investment in the future of his business;

3) someone who recognizes that results take time, and is willing to give a new campaign several months minimum to gain traction before judging its merits. (Roy Williams has written extensively on this; it's the approach of the farmer, as opposed to that of the hunter. Suggest you go to wizardacademypress.com, find the DVD called "The Most Common Mistakes in Advertising" and watch it at least several times. You'll thank me for the suggestion.)

4) someone who has a compelling story and is willing to entrust you with its uncovery and telling, one installment at a time;

5) someone who impresses YOU to such an extent that you are unwilling to pull your punches or cut corners; rather, you are committed to investing as much time and effort as it takes to get his message and schedule right, and who, in turn, respects your time and talent and is prepared to compensate you fairly for your investment of same in his behalf;

6) someone who isn't likely to be moved by petty criticisms, peer pressure, or the snipes of your competitors, but who will remain committed to the course come hell or high water;

7) someone who can accept occasional setbacks as part of the learning process, and who is willing to move past them. Great advertising is more of a process than an act. It involves testing messages (not your radio station!) and refining them as time goes on. Beware the prospect who is easily distracted by novelty or who will leave you for someone willing to give him a lower price.

Steve, may I invite you to join Radio Sales Cafe - our online network for radio advertising sales professionals? It's free to join, and I think you'd really enjoy the wealth of information, ideas, and experiences members share with one another on a regular basis. I'd be willing to use your questions as the basis of a Friday Poll (you can see what this is about at the site), and let other members weigh in with their thoughts. The information could be priceless - and it won't cost you a dime.

Thanks again for reaching out.

Cordially,

Rod

Steve's reply was waiting in my Inbox the following morning:

Wow, wow, WOW.

You know, having only been on the periphery of radio (Traffic Director, 3 yrs; Broadcast Engineer, 6 years -- never an owner, airstaff, salesman, PD, or GM) I am constantly amazed at the kindness being shown to me, by the generous amount of time that strangers, really, are willing to give in order to help someone come into their world. Thank you very much, Rod. I hope you can repurpose your extensive reply. Yes -- I think it's a great idea for Radio Sales Cafe. (Can't remember if I found your blog through Grace or Radio Sales Cafe first.) It is very scary to think that I am moving towards the radio world (as a business, away from what I do now http://www.illuminova.com) so I'm moving slowly. With guidance from sound business minds - the 'Peter Drucker of Delaware' - and professionals and friends like yourself. Thanks again. I'll see you at the Radio Sales Cafe. All the best from Delaware, Steve

Did you smile when you read his observations on the reception he's had from people in the radio industry: "I am constantly amazed at the kindness being shown to me, by the generous amount of time that strangers, really, are willing to give in order to help someone come into their world." This is something I observed very early in my radio advertising sales career, the open doors and open hearts of station owners and managers, willing to help a newbie succeed in the business. I'd often tell new hires that one of the best things about our industry was that there would always be a job available anywhere in the country for someone who enjoyed radio advertising sales and became good at it. I believed it then, and I believe it today.

Given his attitude, perspicacity, and focus, I predict that Steve will succeed in spades when he launches his station. I hope he is able quickly to find good employees and cultivate great client relationships.

And I hope that he, in turn, will pass along to others what he learns in the process.

The Difference

Of all the lines made famous by Clint Eastwood's "Dirty Harry" Callahan, perhaps my favorite comes from the second movie in the series:

"A man's got to know his limitations."

Indeed.

Those of us who are used to having many irons in the fire are continually confronted by our limitations. We wish to do it all, we think we can do it all...but we can't.

At our best, we are finite, fallible, dependent human beings.

Martin Luther is said to have cultivated the habit of spending two or three hours a day in prayer, rising early in the morning for this purpose. Now there was a man who recognized his limitations, and to compensate for them became a regular visitor at the throne of grace, where he knew he could obtain the help he so desperately needed.

Several years ago, I ran into a poem that impressed me deeply. In fact, a copy of it stands at arm's length on the shelf to my right, an ever-present reminder of one of the secrets to success in life. May I share it with you?

I got up early one morning
and rushed right into the day;
I had so much to accomplish,
I didn't have time to pray.

Problems just tumbled about me,
and heavier came each task.
Why doesn't God help me? I wondered,
He answered, "You didn't ask."

I wanted to see joy and beauty,
but the day toiled on, gray and bleak.
I wondered why God didn't show me,
He said, "But you didn't seek."

I tried to come into God's presence,
I used all my keys at the lock.
God gently and lovingly chided,
"My child, you didn't knock."

I woke up early this morning,
and paused before entering the day.
I had so much to accomplish
That I had to take time to pray.

(The Difference, by Grace L. Naessens)

It's worth noting that the author has seen fit to place this poem in the public domain (asking only that proper attribution be given), so that anyone is free to pass it along and share it with others.

That would make it a gift of Grace, wouldn't it?

Have a great week!

Politically Correct Advertising - Update

"One year from now, you'll have a chance to evaluate my performance and either hire me for a full 4-year term or send me packing." - Susan Fagan, candidate for Washington State Representative, from a 11/2009 radio commercial.

November 1, 2010 - I caught a break this election season. State Representative Susan Fagan did such an outstanding job of serving her constituents during her first (one-year) term of office, that she is running unopposed for a full four-year term in tomorrow's election.

The fact that nobody from either party filed to run against Susan is a testimony to the effectiveness of her efforts as a state legislator, including her fine use of emails and social media to interact with her constituents on a frequent basis before, during, and after a difficult and frustrating (for a minority party representative) legislative session.

Though she was fighting a bad cold last week, Susan came to the studio last week to record a message encouraging citizens to vote. (Listen to the spot here.) She'd been given a campaign donation for this election cycle, and this is how she chose to use it.

During our brief visit, Susan shared with me her belief, shared by her campaign strategists, that it was her radio advertising, more than any other single factor, that helped clinch the election for her.

The result? Susan Fagan won a chance to prove herself.

And because she's kept her campaign promises, she continues to win the hearts and minds of her constituents.

Truth is better than creativity, David Ogilvy famously said. So, Susan's story may contain a valuable lesson for any advertiser, not only those aspiring to public office:

Effective advertising goes only so far. At best, it gives the advertiser (business, product, or service) an opportunity to win or lose a customer.

Whether you will seize or squander that opportunity ultimately depends on how you (your business, product, or service) come through for your customer!

Cabela's, Customer-focused and Classy to the Core

I often advise my advertising clients to look for opportunities to "surprise and delight" their customers. This advice is as much the product of experience as it is of education and training.

Recently I received a letter and package from Cabela's. The letter read, in part: "Thank you! This is your 10-year anniversary as a Cabela's CLUB Visa member, and we feel fortunate to have you as a customer. ... As a token of our appreciation for your loyalty, we'd like to give you the enclosed Cabela's Folding Lockback Knife commemorating our partnership..."

Accompanying the letter was an attractively boxed wood-handled pocket knife.

This little gesture on their part is the most recent illustration of how Cabela's has consistently, unfailingly impressed me with their customer-focused approach to business.

It's an approach that has taken them from a couple of brothers tying flies at the kitchen table and selling them via classified ads in OUTDOOR LIFE to their current undisputed reign as "The World's Foremost Outfitter."

What are you doing to surprise and delight your customers?

When News and Advertising Collide

The unfortunate juxtaposition of antithetical messages can and does happen in all media, of course.

Still, one wonders how this one got past the page editor.

More to the point, did the advertiser notice?

Why Wal-Mart Is Paying Me to Shop Their New Store - Update

Pullman's new Wal-Mart Supercenter seems to be doing SUPER business.

I took half an hour this afternoon to drop by the new store to try to gauge community response to our newest business neighbor on its opening day.

There was a steady stream of cars entering and leaving the parking lot. At the entrance I used, it was a bumper-to-bumper crawl, like an ant colony marching in columns to and from a feeding frenzy.

The gigantic parking lot was full.

Based on what I saw and heard during my short visit, Wal-Mart's Pullman store will likely exceed the $300K they'd projected for their first day in business. All nineteen front-end registers were at least 4-5 customers deep at 4:15 pm and showed no sign of slowing. I went to the Jewelry department to purchase a replacement for a watchband that broke yesterday; three or four co-eds were ahead of me at the register, checking out purchases from departments other than Jewelry, hoping to shave a few minutes off their visit.

Undoubtedly, it was "baptism of fire" day for more than a few Wal-Mart associates, but they were handling the pressure with grace and smiles on both sides of the cash registers.

When it comes to combining capitalism and consumerism, Wal-Mart is the world's 800-pound gorilla.

Welcome to our new zoo.

Why Wal-Mart Is Paying Me to Shop Their New Store

The day after tomorrow, our long-awaited $14 million Wal-Mart Supercenter opens its doors.

Finally.

It's been six years since Wal-Mart announced their intention to build a new store here in Pullman, Washington.

Most folks in town - consumers, business owners, civic leaders, etc. - welcomed Wal-Mart's announcement, anticipating a much-needed boost to our local economy directly and indirectly, as new businesses open nearby, seeking to benefit from all the new traffic brought in by the behemoth.

Predictably, a vocal minority of Wal-Mart haters - university profs and poseurs proposing to tell me where I should and should not spend my own money - mustered their troops and managed to delay the inevitable by a few years. Their polarizing antics cost our fair city several years' worth of tax revenues from Wal-Mart, estimated by some to be as much as $500,000 per year.

But that's all behind us now. Today, local residents received in the mail a five-dollar Wal-Mart gift card. No strings attached. Just activate your card, then come in and spend it like cash.

Can you think of a surer way to get people to come in and sample the store?

In 1923, Claude Hopkins - considered by many to be the father of modern advertising - wrote that "(t)he product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. That being so, samples are of prime importance. However expensive, they usually form the cheapest selling method."

So, Wal-Mart is tapping a tried-and-true technique to introduce local shoppers to their new Supercenter. What will happen? Customers by the thousands will enter the new store for the first time and redeem their $5.00 gift cards. One suspects that more than a few members of the anti-Wal-Mart crowd, despite their posturing, will be among them (though undoubtedly they'll limit their purchases to five bucks, just to give 'em what-for.)

Wal-Mart will measure the effectiveness of their "sampling" program by the tens, more likely hundreds of thousands of dollars in additional purchases made by these same customers this week, and in the weeks, months, and years ahead.

Wal-Mart's associates have received extensive training to ensure that they make each customer feel welcome, even special. Wal-Mart's consumer researchers and merchandise buyers have seen to it that their shelves are stocked with stuff people want to buy, at prices they're willing to pay.

To the extent that their customers' expectations are met or exceeded, the new Wal-Mart Supercenter will thrive. Call it capitalism, free enterprise, or laissez faire with a dash of caveat emptor, I wouldn't trade ours for any other system on earth.

CLIENT-VOICED COMMERCIALS: WHAT'S YOUR TAKE?

The Friday Poll Question for members of Radio Sales Café was a two-parter:

1) What percentage of your advertisers voice their own ads?

2) What are your thoughts on having clients doing their own voicework?

Some stations said "zero." Others reported that 15-20% or more of their clients did their own ads. My answer was decidedly, and perhaps remarkably, on the high end: two-thirds of my top local clients voice all or most of their own commercials!

Of these, most read from scripts. They have been doing this for so many years that they're for the most part quite comfortable at the microphone.

Admittedly, I'm a fairly driven coach; I've been called a "harsh taskmaster" by more than one client in this regard. I have no problem requiring repeated readings or "takes," until I have sufficient material to piece together an effective spot.

Former Los Angeles radio production whiz Blaine Parker, who now operates a boutique advertising agency/creative services company atop a mountain in Park City, UT, is adamant about the conditions under which he allows his clients to get near a mic. He says:

We're a general agency, and at the moment, we have two clients on radio. One of those clients is voicing his own commercials. The other client has testimonials. Both campaigns were produced exactly the same way: non-professional voice talent sitting behind a microphone, answering relevant questions about the business and what it means to be a customer. Then, those extemporaneous recordings are cherry picked and massaged to create glowing sound bites. When we know what the performer is saying via the magic of non-linear digital editing, we write announcer wraparounds.

That is just about the ONLY way we ever let clients voice their own commercials.

When you hand them a script and crack the mic, most clients' voiceover sound like exactly what it is: amateur product. Sometimes, that can be endearing and work in their favor. Too often, it just sounds bad. If it must be done that way, there are simple tricks to directing them that make them sound much better. But overall, I try to never make a client read a script or carry the entire weight of the voiceover on his shoulders. Whenever possible, I record him extemporaneously and pull out the nuggets. It's more real than anything we could ever write, and it presents the client in the best, most flattering light possible.

I would tend to agree with Blaine's approach: record conversations and extract the gold. It's a time-consuming and painstaking process, a labor of love that typically results in an exceptional and effective commercial. This is the only technique I employ when creating testimonial campaigns, and it's a great way for an advertiser to tell his story, one nugget at a time.

Do my clients have the training and polish of voice actors? Of course not. Nor is it important that they do.

In the context of a local market where they are known by many, what's important is that they come across as who-they-are, doing what-they-do, that they sound authentic and credible, and that the content of their communication meets their customers' needs. When all these factors line up, the results speak for themselves*.

Now, I don't disagree with Blaine's analysis for the most part, based on the fact that too many client-voiced commercials one hears seem to have been done hastily and without critical analysis. Whether due to a lack of education or training, a lack of time or effort, or a lack of concern, there's no good reason to settle for second-rate work. But the salesperson, producer and client must be of the same mind on this, each willing and able to invest the time and effort to persist until it's right.

Either do it well or don't do it at all.

It's interesting how attitudes toward client-voiced ads have changed over the past couple of decades. Today the practice is widely accepted. When I first started pushing for clients appearing in their own commercials back in the late 1970's, most radio programming and production people resented it as an incursion onto their sacred turf. Their attitude was not unlike what we encountered from the education establishment when the home-schooling movement began to gain some momentum in the late 1980's. These days, the accumulation of success stories has demonstrated the merit of both ideas.

*Here are three examples from campaigns currently on the air in our small market. One is relatively new, having started this past summer. Two have been on the air for over a decade. Are they "airworthy?" Listen, then decide.

IMPORTED CAR SERVICE

CHUD WENDLE - REAL ESTATE 101

ASK DR. DEVLEMING

Sales trainer Jim Williams used to say that the real proof a campaign is working is that the advertiser continues to pay his monthly bill, year after year. Folksy, perhaps, but true nonetheless.

Which clients are doing their own commercials successfully on your station? (Comments at RSC here.)

Even Though I'm Not a 2010 Radio-Mercury Awards Finalist...

...I'm thrilled to see that the Radio Station-Produced category is back in the money this year, with seven local radio commercials competing for the $10,000 prize.

I entered several spots (posted below) into this year's RMA competition, just as I have done faithfully each year since 2004, when my sole submission ended up winning the category prize, whetting my appetite for more. (In 2005, one of my entries was chosen as a finalist, but not the winner. From 2006 to 2010, none of the spots I've entered has prevailed in the competition, though I'm not embarrassed to be associated with any of them; they served their advertisers' purposes well.)

We've invited members of Radio Sales Cafe to vote for their favorite of the radio-produced finalists - please feel free to weigh in, too. I'm eager to compare the outcome of our voting as radio advertising sales professionals, to that of the Mercury judges.

Naturally, I'm disappointed that none of my entries made it into the finals this year. But I'm already saving potential entries for next year's competition. I believe this competition, along with its counterparts in the UK and Australia, is good for our industry and for us as individual practitioners of the art of radio advertising.

---------

Here are my humble entries this year. The two spots for Howard Hughes were part of a five-spot campaign we created to run heavily on all stations in the market for just one day. It was very well received, and the client plans on expanding the effort next year. The spot for j&h Printing won a regional award in Seattle for "Best Radio Copywriting" this summer, providing encouragement for me to enter it into the national competition.

http://audioboo.fm/boos/179954-peep-jousting

http://audioboo.fm/boos/179945-pet-dryer

http://audioboo.fm/boos/179950-fred-s-hands

Audioboo - a powerful new tool for radio stations and advertisers

Imagine your restaurant client talking into his iPhone or Android: "Hey, everybody. For the next two hours, buy any burger, fries and soft drink at regular price and get a second burger FREE! That's just for our Facebook friends and only until 2 pm today at Burger Barn."

Sixty seconds later, his audio "coupon" appears on his Facebook page. All his Facebook friends have to do is click PLAY and they get to hear his message, just as he recorded it.

Welcome to Audioboo, a new service from the U.K. that is about to explode all over the Internet.

Did I mention it's FREE?

You need to open an Audioboo account now. Trust me.

You need to introduce your advertisers to Audioboo. Show them how to integrate their on-air and online radio advertising with their social media. Show them how to make Audioboo coupons. They're going to learn this eventually anyway, might as well be now - and from you!

This is positively HUGE for radio stations, radio producers, anyone who uses audio, whether for business, socializing, or just for fun.

Audio content (in a variety of standard formats) can be uploaded via iPhone or Android, or from any Internet-connected personal computer with a microphone and sound card, and you can upload pre-recorded material as well.

Want to share your latest radio commercials with the world? Audioboo them.

Want to extend your clients' radio buys on social networks? Audioboo them.

Want to sing "Happy Birthday" to a Facebook friend. Yup.

Honestly, the implications are staggering - at least to this 38-year radio ad guy.

Man, Tony Schwartz should have lived to see this day!

Go get your Audioboo account now. You'll thank me for suggesting it. All I ask in return is that you come back and share how you're using it, OK?

Here's the link: http://audioboo.fm

Thanks to my friend Doug Zanger for turning me on to Audioboo. (And for bringing my Whispering Hills radio spots to life with his great interpretative skills and voice!)