Radio, Rhythm & Rhyme

Tying together poetry, parenting, and advertising in a neat little package

Archive for the tag “advertising”

On life, death, and all that stuff in-between

It’s interesting how some things come full-circle.

I attended the funeral for the father of my best friend in college this weekend. As I sat there in the very last church pew, I listened as the priest spoke about all the things this father, grandfather, husband, and friend would never do again: tend to his garden, prune his fruit trees, play with his grandchildren.

A sad occasion, obviously…so I surprised myself when this :15 TV commercial featuring The Most Interesting Man in the World popped into my head:

There really is no better time than now to start beefing up your obituary – and as this concept settled into my brain, I began thinking of all the things I’d like to accomplish before I pass.

Not a “bucket list” of what I want to do, necessarily, but what I want to accomplish. And to me, those are two different things.

How will I be remembered? Will I even be?

There are plenty of things I’d like to do: visit a foreign country, sing in a band, resume playing with my indoor soccer league. Things I’d like to accomplish are a bit more difficult, because they require more time and effort and are harder to define in concrete terms: be a good father and husband, make a positive difference to someone through my poetry, land a national animation voiceover gig my kids would be proud of.

These kinds of accomplishments are not the kinds of things you go out and just do, and check off your list. They require time, patience, and wisdom…and although I have plenty of the first two, that last one I have found to be the most elusive.

I try to be a good father and hubby – spending time with the kids, teaching them, supporting them, supporting and loving their mom. I keep working to make inroads to get my children’s writing published, not just because it’s my vocation and I’d like it to be a career, but because I genuinely feel that someone, somewhere might benefit from it. Perhaps that’s unrealistic, perhaps that’s egotistical…I don’t think it is, but it’s what I feel nonetheless.

Working hard and taking chances

My baby!As for that voiceover gig, I’ll keep plugging away with that, too. I’ve voiced enough commercials, corporate videos, and other random projects…so a national animated voiceover project – while still a longshot – is an attainable goal if I don’t give up.

And I don’t!

If I come across an audition for a project that is not right for me (deep movie-trailer voice guy is one of ‘em!), I skip it. But if I see something that I’m not sure if I’m right for – but could be – I’ll probably go for it and see how it sounds. How else does one grow and develop their skills if one doesn’t take chances?

How does one “beef up the obituary” – or the resume, for that matter – without a little extra perspiration?

Whatever you do in life, you’re not going to get any better or go any further if you don’t push yourself. Even if there are a hundred other voice actors competing for the gig, what have you got to lose? Even if your manuscript has received 50 rejection slips from agents and editors, the next one you send to might be the one who loves it! Whether I succeed or fail depends entirely on whether or not I give up, and believe me…I’ve failed so much that success just has to be around the corner!

(At least, that’s what I tell myself.)

TMIMITW took a chance!

Well, actually it wasn’t The Most Interesting Man in the World who took a chance – it was Jonathan Goldsmith, the Jewish, Bronx-raised actor who portrays him.

As I mentioned early in this post, things have a way of coming full-circle sometimes, and this is one of them. As I searched for the commercial online, thinking about those 15 seconds of wisdom the Dos Equis’ copywriters had shared about beefing up one’s obituary, I stumbled upon a recent blog post about how Goldsmith was cast as the company’s Latino pitchman.

If you don’t think you have a chance of scoring a big sale, nailing a big gig, or even winning a lottery…think about the odds that Goldsmith faced as a new York City Jew auditioning against 499 Latinos!

That’s right – out of 500 actors, he was chosen. And if the casting director had picked anyone else, The Most Interesting Man in the World would not be the man we know today.

It pays to take chances. And you only have NOW to take them. Tomorrow might not get here.

Better get busy.

===================================================================

Did you like this post? Find something interesting elsewhere in this blog? I really won’t mind at all if you feel compelled to share it with your friends and followers!

PoetsGarage-badgeTo keep abreast of all my posts, please consider subscribing via the links up there on the right!  (I usually only post twice a week - on Tues. and Fri. - so you won’t be inundated with emails every day)  Also feel free to visit my voiceover website HERE, and you can also follow me via Twitter FacebookPinterest, and SoundCloud!

 

 

 

The importance of being earnest…enough to advertise

Most dictionaries would probably define “earnest” as “serious in effort” or “sincerely passionate.”  If someone is earnest in what he or she is doing, they put their full heart, body, and soul into it. Which is why, if you’re trying to motivate people to take a specific action, it’s important to tell them.

I felt like I needed to post a short reminder about the importance of advertising, following a conversation I had with a political candidate over the weekend.

ID-10021920 (Times Square)

Hey, wait a sec – did I just see an advertisement?

If you have a great message and no one hears it…does it make a sound?  I’ve written about the subject before, but if you missed that previous post, my main point is, if you want others to know what you’re doing – you have to let them know.

That should be obvious, but unfortunately, it’s not always so.

Political season gears up

Over the weekend, I had a wonderful opportunity to chat with a political candidate during a meet-and-greet sponsored at the business of one of my clients.  She was in the early stages of the campaign - just starting to reach out and let folks know who she is and what she stands for – but was very well-spoken, friendly, and knowledgeable.

The attendees and I talked with her about what she believed, what she thought she could accomplish, and why she was running. Each time she was asked a question, she responded with a direct answer and was unapologetic for her beliefs.

I was surprised that a person this comfortable with public speaking had not run for office before.

And then she told me…she had.

You ran for what? When??

I was shocked to learn she had run for another political office a mere three years ago.  I stay pretty well-informed about our government and political issues, so it came as quite a surprise that she had run a campaign for an election that featured at least two other candidates – and although I remembered both of their names, hers did not ring a bell at all.

I told her I apologized for not remembering her, and half-joked about the importance of advertising…but the fact is, it’s not even close to a joke.

Of course, campaign fund-raising is important, and it can be very difficult to do any kind of promotion without a significant budget these days. Campaigns have to deal with a lot of quirks that normal businesses do not, such as having to raise vast amounts of cash in a short time for the express purpose of advertising; having to pay radio, TV, and newspapers in advance, before any advertisements or commercials can run; and trying to grow as quickly as possible, rather than being able to take a longer, more measured approach.

But the fact is, you won’t get the results you’re looking for – whether it’s an increase in widget sales, customer volume, or an election win – unless you advertise.

If you’re not advertising, you’re keeping it a secret.

shutterstock_134415755 (blurred lights)

There are a million messages out there. Is yours getting lost?

How do you plan to let potential customers or constituents know what you can do for them? How do you plan to showcase services, products, benefits?

If you’re not budgeting for it, how do you expect to get the word out?

Next time you’re reading the local newspaper, try this:  search through the pages quickly and make a mental note of what types of ads you saw. Then flip through it again and pay attention to all the ads, and see if any new ones pop out at you. Finally, flip through it a third time and scan each and every page until you find an advertisement you didn’t notice the first two times.

Then ask yourself, how many people who weren’t diligently scanning the paper missed that ad?  How many people do you think actually saw it and were moved to action?  Was it money well-spent?

It’s not about money; well, ok, it is

Yes, money helps buy commercials and advertisements…but actual “advertising” is more than that. It’s word-of-mouth, it’s meet-and-greets, it’s press releases, it’s phone calls with news directors and show producers, it’s talking to everyone and anyone who’ll lend an ear.

ID-10039778 (stand out in crowd)

It’s great that you’re different. But if no one knows, does it really matter?

Over the years, I’ve had the pleasure to help businesses spread their message and grow, and I know for a fact that if they weren’t online, on the radio, or on social media, they wouldn’t be where they are now. Money will buy you the number of ads you’ll need, but the real value is in the message itself – what it says about you or your business, how it portrays you, and how your business can help the people you’re trying to reach out to.

So don’t let that message go unheard or unseen.  Advertise.

The people who hear about you today will become your customers – or, in some cases, your constituents – tomorrow.

===================================================================

PoetsGarage-badgeDid you like this post? Find something interesting elsewhere in this blog? I really won’t mind at all if you feel compelled to share it!  To keep abreast of all my posts, please consider subscribing via the links up there on the right!  (I usually only post twice a week - on Tues. and Fri. - so you won’t be inundated with emails every day)  Also feel free to visit my voiceover website HERE, and you can also follow me via Twitter FacebookPinterest, and SoundCloud!

When a good story, well-told, doesn’t tell the right story

I wasn’t planning on posting another commercial critique today.  I had customer service, rate integrity, and children’s books on my mind.

But then I came across a new commercial for Chipotle Mexican Grill, and new I had to share it.

Before we get to it, however, I’d like you to check out the commercial I featured last week HERE.  In that blog post, I explained why good stories are important in commercials, and why telling them in a compelling manner is important, too.  I also noted why the closing lines, voiced by an off-screen announcer, were so effective.

So with that in mind, take a look at this brand-new commercial (which, at over 3 minutes long, is more of a game trailer/web video) and see what you think:

Attracts your attention and creates interest? Check.

Compelling story? Check.

Emotional connection to the viewer? Check, check.

Clear message and call to action?  Uhhhhh….

As good as this commercial is, I don’t like it.  Not because it’s not a good story, and not because it’s not well-told.  This commercial fails, in my opinion, because what it’s promoting is not what the viewer thinks it’s promoting.

Throughout the spot, we see the industrialization of agriculture destroying the American way of life – a common theme in many of Chipotle’s past spots.  So the message is: Locally-sourced, sustainable, non-GMO food is better for us, for the animals, for the world.  (Keep in mind, I’m not here to debate whether this is true or not; I’m just pointing out that that’s the message.

Then, after three minutes of them pulling me into their story, their call to action is…download our app???

Did I miss something? I was just having my emotions played with and my heartstrings tugged, and was all set for Chipotle to suggest I visit them – but instead of asking me to dine at one of their restaurants, they want me to download a game app!  Talk about missed opportunities.

Had the story encouraged me to feel compelled to download the app, I’d probably love the commercial. As it is, though, this story made me feel like supporting local agriculture, buying chemical-free meat, and going to Chipotle Mexican Grille for dinner…

…but, OOPS!  That’s not what the folks at Chipotle want me to do. They don’t want me to patronize their restaurant.

They want me to download an app.

Another fail – and a BIG Plus

ID-1009466 (veggies)

“Eat FRESH!” Oh, wait – that’s a different company, too.

One other thing that caught my attention – and not in a good way – comes at 2:17, when the scarecrow goes to the farm and picks a fresh vegetable from the vine. Now, he could have picked any veggie there – tomato, onion, corn, whatever - but the very first one he picks…is the Chili’s Grill & Bar logo.  I know, I know – Chipotle uses a chili pepper as their logo, too – but Chipotle’s is a black & white artistic rendering of a chili pepper, not a bright red, curvy chili pepper with a green top that looks like it was just pilfered from a Chili’s Bar & Grill sign.

Not a good idea, when you haven’t stated the name of your business in your commercial yet – or haven’t even hinted at a call to action yet.

Which brings me to the Big Plus. For years, I’ve been telling clients and sales reps that the business name does not need to be mentioned in the first 5 seconds of a commercial, nor does it need to be splattered throughout the body of the spot 20 times to make sure the listener remembered it. Heck, I’ve written and produced 60-second radio commercials that don’t give the client name until 45 seconds in!  If the story is compelling, the listener (or viewer) will wait for it – and remember it.

I also have to give a “little plus” to their choice of music:  the song, “Pure imagination” from the 1971 movie, Willy Wonka & The Chocolate Factory fits the mood of the production perfectly.

This commercial will help Chipotle get people in the door only because the public has grown accustomed to their style of commercial and their message (even though it was quite muddled this time).  I’m sure it’ll become somewhat of a viral hit, too, which will be a positive.

So to say the video won’t be effective is doing it a disservice; a commercial is effective if it works.  In this case, if Chipotle gets more people through their doors – but very few download the app – can it be considered an effective commercial or not?  What do you think? I’d love to get your thoughts!

===================================================================

PoetsGarage-badgeDid you like this post? Find something interesting elsewhere in this blog? I really won’t mind at all if you feel compelled to share it!  To keep abreast of all my posts, please consider subscribing via the links up there on the right!  (I usually only post twice a week - on Tues. and Fri. - so you won’t be inundated with emails every day)  Also feel free to visit my voiceover website HERE, and you can also follow me via Twitter , Facebook, Pinterest, and SoundCloud!

A good story, well-told, always trumps the gimmicks

This is going to be a short post; as you may know, my wife gave birth to her second child a mere 3 weeks ago, so neither of us have been getting much sleep lately! Granted, I get more than my wife since she’s nursing the baby, but all that means is that I get 4 hours of sleep compared to her 2…so neither of us is ‘winning’ in the REM-stage department.

Because of this, it’s all I can do to help keep the house maintained while trying to actually do work. So I was considering  posting a short blog entry today when I came across this commercial; as soon as I saw it, I knew I had to share it.

===================================================================

I’ve written previous posts about the importance of storytelling in commercials, the necessity of keeping the story and your message straightforward, and of the value of using language everyone understands.  I’ve also given numerous examples of why a Unique Selling Proposition (USP) is so important.  Even if it wasn’t an advertisement, the following commercial is a terrific example of storytelling.

It does not rely on sexy women, talking animals, precocious kids, fantasy dream-sequences, or multiple jump-cuts. It is not funny, stylish, artsy, outlandish,or hip.

Rather, it features a simple-to-understand and emotionally stirring plot, and because it is told more visually than verbally, anyone watching it can understand what’s going on. Although the USP may not be explicitly stated, this is a brand most folks recognize as being unique unto itself, and the ultimate message of the commercial – that it’s a special kind of person who uses this product – is unmistakable.

That message is driven home by the last sentence spoken at the end of the spot:

Move over, Budweiser Clydesdales…there are still more heartstrings yet to be tugged, and Guinness has a firm grasp on them.

What do you think of the commercial – as an ad, or simply as a story? I’d love to get your thoughts!

===================================================================

PoetsGarage-badgeDid you like this post? Find something interesting elsewhere in this blog? I really won’t mind at all if you feel compelled to share it!  To keep abreast of all my posts, please consider subscribing via the links up there on the right!  (I usually only post twice a week - on Tues. and Fri. - so you won’t be inundated with emails every day)  Also feel free to visit my voiceover website HERE, and you can also follow me via Twitter , Facebook, Pinterest, and SoundCloud!

Truth, honesty, and shredded cheese

It has occurred to me how easily annoyed I am by bad, confusing, or poorly-written commercials. Some folks would just let it be. Not me; I’m in this biz, after all.  I try to turn these lemons into luscious lemon curd. (With lemonade, all you can do is drink it; lemon curd, on the other hand, is useful for hundreds of desserts!)  So starting today, I plan to spotlight different commercials now and then on this blog, individually.  That way, rather than spending a lot of time analyzing several commercials in one post, both you AND I can get through it all much quicker…

===================================================================

Something has been bothering me for months.

It’s a question I never realized even needed to be asked; that is, until I saw a TV commercial for Sargento® brand shredded cheese.

One does not need to be a culinary genius to assume – correctly – that pita chips come from pita bread, graham cracker crumbs come from graham crackers, and those little crushed Oreo® pieces you find in cookies ‘n cream ice cream are, indeed, actual Oreos.

Imagine my confusion, then, when this popped up on my TV:

So, it’s cheese…that’s been shredded…from a big block of…cheese.

I have a friendly message for the good folks at Sargento.  If you’re introducing cheese that is shredded from a big block of cheese as a new product – be prepared to answer the following question:

“What the hell were you selling BEFORE??”

All these years, I’ve held the crazy notion that packaged shredded cheese always started out as a big block that was subsequently shredded. Apparently, I’m way off base here.

This commercial annoys me for two reasons. On one hand, I think it’s great that they’re selling real shredded cheese – but if that’s not the way packaged shredded cheese is produced by other companies, TELL ME MORE. Tell me what shredded cheese actually is.

The other thing that bothers me is that it’s being promoted as something “new.” If they said shredding the cheese off the block is the way they’ve always done it, then it would underscore their commitment to quality and tradition. But by saying it’s new, they leave customers wondering how it’s different from whatever they sold previously.

Truth is good. Quality is good. Unique Selling Propositions* are good.

Confusion…not so good.

.

* Unique Selling Proposition:  an industry term referring to the one thing that sets that business apart from all the others.  Ultimately, it’s the answer to the question, “Why should I give you my money, instead of the guy next door?”

===================================================================

PoetsGarage-badgeDid you like this post? Find something interesting elsewhere in this blog? I really won’t mind at all if you feel compelled to share it!  To keep abreast of all my posts, please consider subscribing via the links up there on the right!  (I usually only post twice a week - on Tues. and Fri. - so you won’t be inundated with emails every day)  Also feel free to visit my voiceover website HERE, and you can also follow me via Twitter , Facebook, Pinterest, and SoundCloud!

An ace up your sleeve: making clichés work

ID-100105596 (waitress)“Quality ingredients!”

“Friendly staff!”

“Just like homemade!”

I think if I hear another restaurant commercial with these phrases in it, I’m going to do something embarrassing, loud, and possibly violent.

These are advertising clichés, and you don’t need to be a commercial copy writer to recognize them when you hear them. We’ve all heard car dealer ads that promise “no-hassle sales” and “ASE-certified mechanics.” We’ve all gone to restaurants with “reasonable prices” in a “comfortable atmosphere.” We’ve all been told that “conveniently located” businesses holding “inventory clearance sales” offer “rock-bottom savings.”

And we don’t buy any of it.

Worthless words

What’s that, you say? You use quality ingredients? Oh, what a relief – your competitors down the road probably use really crappy ones.

A friendly wait staff? Wow! I had gotten so tired of dealing with the witches at all those other restaurants.

ID-100174426 (mechanic)Let me tell you something: I’ve been producing radio commercials for nearly 30 years, and I still don’t know what “ASE” stands for, what it means, or why it’s important. (You’d think if it was THAT important, someone would have told us by now, dontcha think?)

Oh, and another thing: the next time you hear about an “inventory clearance sale,” just remember…

EVERY sale is an inventory reduction sale! That’s the point of a sale – to reduce the inventory!!

Whew, glad I could get that off my chest. Moving on…

Giving meaning to the meaningless

We hear these clichés so often, they’ve lost whatever meaning they may have had - if any – when they were first used. Having written and produced so many commercials over the years, my brain has a sort of cliché-radar, and I’m always quick to try to avoid them.  But then along came this client…

It was a new Italian-American restaurant that was opening soon, and they wanted radio commercials that would get their selling point (or, Unique Selling Proposition) across without sounding like every other commercial out there. Yes, they served delicious food made with quality ingredients, had a comfortable atmosphere and reasonable prices…but we couldn’t say that because no one would believe it. And if you serve good food with nice people – how do you set yourself apart from all the other places out there?

Answer: clichés.

I decided to utilize some of those overused, meaningless phrases and turn them on their heads, to illustrate why this particular restaurant was different. The client loved the premise, so we put together 3 different commercials, each one focusing on a slightly different aspect of the restaurant. They had to be :30s – I would have preferred :60s – so word economy was very important. When I was done, here’s what they sounded like:

I think that first line of the first commercial was what sold the client on my approach. Telling the listener to “go ask mama to make you something” completely turns the tables on the “home-cooked food” cliché, and sets the tone for the rest of the spot as well as the other two. The client was happy, the radio station was happy, and so was I!

All’s well that ends well

Just remember that when it comes to clichés, every cloud has a silver lining.

When life gives you lemons, make lemonade; it’s for the best. If the cat has your tongue, take one step at a time – what’s the worst that could happen? And if you don’t succeed, try, try again.

Rome wasn’t built in a day, you know.

===================================================================

Did you like this post? Find anything interesting somewhere in this blog? Want to keep abreast of my posts?  Then please consider subscribing via the links over here on the right! (I usually only post twice a week - on Tue. and Fri. - so you won’t be inundated with emails every day!)  You can also follow me via Twitter or on Facebook.

Direct Mail Can Be Hazardous to Your Health – Your Marriage’s Health, That Is

It was an enticing offer. It seemed so innocent, yet perfectly-timed. Coming from a reputable company, it offered exactly what I thought my wife was looking for.

MH900387606 (mailbox)It was, in fact, the last thing she’d ever want.

The letter that started it all…

One beautiful, sunny afternoon, I walked to the end of the driveway to check the mail and see what goodies the Postal Service had left for us that day.  I opened the mailbox and pulled forthwith a bounty of bills, automobile sales flyers, and oversized, multi-colored envelopes from Publisher’s Clearing House emulating Joseph’s Amazing Technicolor Dreamcoat, and exhorting me to cut, paste, sign, and stamp my way to financial bliss.

Tossing the electric and phone bills aside along with my opportunity to be one of the 10,000 guaranteed potential winners of a chance to qualify to win another opportunity to receive more envelopes, my eyes settled on a blue-and-white envelope from my eye doctor’s office. I opened it and read the letter inside.

Although the message was not utterly compelling…it was intriguing.

It was also, apparently, not completely read. That was my first mistake.

What could be wrong with an eye doctor?

First, a little history. My wife and I were married a few years ago and were still in the process of combining marital things like utility and bank accounts, bathroom supplies, and Christmas card lists. One of the things my wife wanted to do, now that she was living almost an hour from where she had been previously, was find some new doctors closer to our home: a general practitioner, a dentist, and an ophthalmologist.

MH900422196 (eye dr)That’s why this letter from my eye doctor’s practice caught my interest. They had just hired a new doctor! Now, I didn’t know if my own eye doctor, a wonderful fellow, was accepting new patients – but this new doctor was. Both my wife and I had been meaning to call my doctor’s office, yet for whatever reason we just hadn’t gotten around to it. This letter served as a perfect opportunity to call and find out.

Plus – and here’s the kicker – every new patient of this new doctor would receive as a gift a free bottle of high-end, scientifically-formulated, super-duper skin cream…and what woman doesn’t like expensive skin cream?? My lovely wife certainly does; she’s the first to admit she’s as as girl-girl as they come. If it’s pink, sparkly, soft, or cuddly, she’s all over it.

So here it was:  an appointment with a new eye doctor at a well-respected practice, and a bottle of fancy lotion-y stuff I just knew she’d love. I set the envelope and letter, face up, on her desk, so she would see it as soon as she got home.

That was my second mistake.

Ohhh…that kind of eye doctor

My beautiful bride hadn’t been home for more than 10 minutes when I heard her shout out, “What is THIS?!?”  The fact that she was in the living room and I was outside in back of the house should give you an idea as to the sheer volume of that shout.

Unaware of my transgression and oblivious to the reason for her outcry, I came in and asked – in an admittedly muted tone – “errr…what’s the matter, Honey?”

My jaw dropped when the love of my life held up the papers and shook them in front of my face.

“You think I need a PLASTIC SURGEON???”

Reading = good.  Skimming = very, very not good

I was dumbfounded. If she had no idea what I was thinking, I certainly had no idea, either.  I asked, foolishly, “What do you mean?”

“I mean, you think I need a PLASTIC SURGEON???” My wonderful wife repeated her question word-for-word. I’m not sure if it was for emphasis or because she was so stunned she couldn’t think of anything else to say. It was probably for both.

Still not knowing what to say, I took the papers she had been holding – well, actually, she kind of threw them at me – and read more closely. The new doctor was, indeed, a plastic surgeon. He had been hired to do facial treatments, eye lifts, Botox, and that sort of thing.  I had mistakenly figured eye doctor + new patients = good idea.

This was so not a good idea.

“You think I need BOTOX?!?” my gorgeous life partner asked me -  rhetorically, I assumed.  Now, she had mentioned once or twice in passing that she might be willing to try it in the future if she ever got old and wrinkly enough, but I wasn’t about to open up that can of worms.  I just immediately said no, of course not, and tried to explain my confusion.

After a few minutes, she understood that I was not a shallow, demeaning, chauvinist trying to encourage her to change her body or looks to suit my preference. I was simply an idiot.

We both accepted that fact, and have, I’m happy to say, moved on.

ID-10019632 (Botox)Let this be a lesson!

The takeaway from this little episode, of course, is that one needs to pay attention to the messages that bombard us every day.  Conversely, those of us in the advertising industry should take notice and make sure our messages are clear, as well. I’ve written previous posts about things like the importance of knowing your audience and having clear, specific messages.

This is why.

If you’re an advertiser, you have to assume some of your potential customers will be idiots like me and completely miss your message. Can you make your message 100% idiot-proof? Not always. But you can certainly increase its effectiveness by editing, reviewing, and testing.

If you’re a writer, ask others to read your work and see if they get your message.

And if you’re a consumer….read the fine print.

No bottle of free body cream is worth the aggravation.

===================================================================

Did you like this post? Find anything interesting somewhere in this blog? Want to keep abreast of my posts?  Then please consider subscribing via the links over here on the right! (I usually only post twice a week - on Tue. and Fri. - so you won’t be inundated with emails every day!)  You can also follow me via Twitter or on Facebook.

If you have a great message and no one hears it, does it make a sound?

As a children’s writer still searching for that first publishing deal, I know what it’s like to write and write and write and wonder if anyone knows or cares.

This blog is helpful in making known my name, abilities, and style…but still, if I only posted once every couple of weeks, it would not be as effective. I wouldn’t have the number of people, like you, visiting, reading, commenting, and sharing.  Conversely, if I was to post more than twice a week, my blog could, perhaps, gain more followers, acquire more voiceover or copy writing clients, and pique the interest of an agent or publisher.

I mention this to make a point. No matter what type of promoting you’re doing – marketing a book, promoting your blog, advertising a business – what you say is only important if other people read it. And the only way others will read it is if they know it’s been written.

I know, I know…this is all pretty self-explanatory. But let me explain where I’m going with this…

Image courtesy of ponsulak / FreeDigitalPhotos.netThe necessity of advertising

Many of the folks with whom I correspond hate the idea of advertising. They know it exists and they know I make a pseudo-living out of it, but they feel like advertising is a 4-letter word. That it’s somehow subversive, mind-altering brainwashing that I’m involved in.  They hate Facebook ads and Google ads and TV & radio commercials and billboards – and act like they’re above it all because they don’t fall for any of corporate America’s ploys.

They’re too cool to be influenced or swayed by a message provoking them to turn over their money.

They don’t realize how ubiquitous advertising is, nor how effective it is, even on people like themselves.

No matter who you are, advertising affects you. We wake up in advertised beds, brush our teeth with advertised toothpaste, drink advertised coffee or tea before we leave our house or apartment (which was advertised before you bought it), and head off to work wearing advertised clothes while driving advertised cars, advertised bicycles, or walking on advertised shoes.

Nearly everything we own in our lives has been advertised, and we choose one product over another because of the benefit(s) we perceive from that product.

(Keep in mind, also, that advertising doesn’t necessarily involve money. Jesus advertised everlasting life, and never asked for a penny.)

Psychological egoism and why we’re all looking out for #1

hobbes

English philosopher Thomas Hobbes (1588-1679), a proponent of psychological egoism

Psychological egoism is a richly debated theory that states that every voluntary action one undertakes is done for that individual’s self-gratification. In other words, everything that each of us does is done for our own self-interests (you can learn more about the specifics of this doctrine here).

Why do we buy a red car instead of a blue? Because we like red more. Why do we choose the steak over the haddock filet? Because we like steak more.

Why buy Colgate instead of Crest? Because of the perceived benefit of using Colgate.

Of course, some folks will argue that selfless acts of kindness or sacrifice negate this theory; however, one can argue that engaging in a selfless act of kindness is also done for one’s own gratification. For example, if I have $100, I could pay some bills, donate it to a local food shelter, or go to a strip club for a few hours.  The choice I make ultimately depends on which option brings me the most satisfaction or happiness.

And chances are, I’d be paying bills for products or services that were advertised, donating money to a food shelter that had been advertised (perhaps via a news article or Public Service Announcement), or going to a strip club that was advertised.

Now, about that message…

It’s not what you said, it’s how (often) you said it

Getting back to my initial thoughts, what if you had a great message and no one knew?  You could create the world’s greatest widget and develop a unique, effective commercial ad campaign…but if no one hears or sees it, you might as well not have bothered, right? That is where frequency comes into play.

In radio and TV, the more often you air your commercial, the better – because the more people will see or hear it. Run one commercial a day on radio and a few solid potential customers might take notice, but run it several times throughout the day – at various times in the morning, midday, afternoon, and evening – and then you’re really connecting with lots of potential customers.

But that many commercials costs a lot of money, right?  Well, let me give you a real-life example of how running on a low budget doesn’t mean you can’t attract big-budget numbers of people.

Many years ago, when I was working in Vermont as a radio producer, our sales manager met a restaurant owner who wanted to advertise but didn’t think he could afford ID-10068993 (sound mixer)4 or 5 spots (commercials) every day. So we suggested doing something unusual: we would run 10 spots one day a week – Friday. While this wouldn’t give him the weekly exposure of a more expensive schedule, he would pretty much own the airwaves that one day, with his commercial airing almost every hour all day long.

Within just a few weeks, he told our manager that customers were telling him they not only heard about his restaurant on our radio station, but they were telling him they were hearing him all the time!

“I’m always hearing your commercials!” one person told him.

“I hear you every day!” said another.

In the battle of perception versus reality…perception won, again.

Get your message out there!

Are you selling cars, furniture, or fertilizer? Are you selling yourself, your abilities, your experience? Whatever it is – whether you realize you’re selling something or not – spend some time determining the best way to promote your message. If you’re a business, a writer, a job seeker…you have to let people know you’re there!

And if you’re the type who doesn’t like promotion, advertising, or marketing…enjoy your obscurity!  You might think your message is awesome, but it’s only awesome if someone hears it.

Your product might change the world, but only if the world knows about it.

=====================================================================

I’m obviously happy to talk to anyone who has questions about advertising and copy writing and that sort of thing…if you have questions about creating a commercial or getting voice work (like on-hold messaging or video narration) done for your business, feel free to contact me at matt(at)mattforrest(dot)com!

Commercials: The little things are starting to pile up

Last week, I wrote about details in writing - whether it’s for commercials or creative writing. I spotlighted a couple of commercials that I thought could have been improved and one that I felt was well-done.

And because there seems to be no end to the number of TV commercials that annoy me…I present ‘Part 2.’

I hadn’t planned on doing another post on commercials today – or even on advertising in general – but soon after I had finished writing last week’s diatribe, I felt another one welling up inside me.  So please forgive me for indulging in a second little rant; heck, it’s my blog, after all!

Of course I hope, as always, that some of points I make about copy writing and production can be directly correlated to other types of writing such as poems, stories, and books.  Continuity errors, misleading untruths, and confusing messages are hardly confined to the advertising realm.

Which unravels faster: the clothes or the message?

Some things get better with time: wine, cheese, friendships. A sales message should not be one of them. In the case of the following commercial, it took repeated viewings – and an explanation from my wife – for me to understand just what’s going on. This is a perfect example of a message getting lost in creativity:

Here’s your trivia question: what’s with the yarn?? Why is this car unraveling all these clothes? If you don’t know, go ahead and watch it again and see if you can figure it out.

Now then, if you have the answer, congratulations – you did better than me.  I had seen this TV spot innumerable times and never knew what was going on.  It took my wife at least seven viewings before she suddenly announced, “I finally figured it out!”  She explained that the clothes are unraveling because winter is over and the car is bringing spring to the world. In actuality, after I paid close attention to it, the commercial is advertising a sale.

No prices, no features, no Unique Selling Proposition…just an announcement for a sale.  This commercial basically takes half a minute to say, “We’re having a sale.”  I could be way off base here, but wouldn’t it be nice to know why I should care about the sale – or why I should want an Infiniti? Is it too much to ask for a few little details? Perhaps, if one can afford to own an Infiniti, one already knows all about the features of the Infiniti and therefore one needn’t concern oneself with the price of an Infiniti.

But that negates the need for a sale now, doesn’t it?

Fun with science

Every time this commercial comes on the TV, my wife sighs. Not because of the commercial itself, but because of my reaction to a mere 1.5 seconds of it:

This isn’t a bad commercial…but it is misleading. Check out what’s happening :15 in. See those little yellowish critters, squiggling around in the sewage? Those are supposed to be enzymes, breaking down the waste.  Well, guess what?

Here’s a news flash:  enzymes are MOLECULES, folks!

They are naturally-occurring chemicals - not living creatures that scoot around inside your septic tank, chewing up your poop like Pac-Man chasing after a cherry.

This is what drives me nuts.  I know this dramatization has nothing to do with the true efficacy of Rid-X, but when I see this blatant error (or misleading animation – I’m not sure which), it makes me wonder what else I’m being misled about.  Be true to your subject! Whether you’re writing a commercial, poem, or novel…remember that suspension of disbelief only goes so far.

A good commercial, made better

This spot, by contrast, is a fine example of a clear, compelling message:

Zero Water TV spot: ‘The Waiter”

Zero Water filters are so good, they can filter out wine from tap water! I have no idea if that’s true, but it only took me one viewing of this commercial to understand that message. Like most good commercials, it’s a story: wine is poured into tap water, tap water is filtered, the Zero Water filter filters out the wine while the competition fails. And the genuinely surprised reaction by the man in the audience is a nice touch – a small detail, like we talked about last week - that makes a big impact.

But the commercial wasn’t always this good. Here’s how it first appeared:

The two biggest changes the ad agency made were the most important. First, they took the focus off the waiter; his goofy expression takes away from the straightforward, realistic style of a more-or-less-serious spot. And the reaction of the woman was, well, uhh – almost a non-reaction. She’s just sort of…there.  The gentleman in the newer spot appears to be honestly surprised and impressed, and that air of realism is important to the overall tone of the spot.

Be honest, be clear!

Don’t muddle your message with some cutesy ‘hook’ – like pulling strands of yarn off people to sell a luxury car in the spring. “Spring” is not the message, and “yarn” certainly isn’t, either.  And don’t assume your potential customers are too stupid to know what you’re telling them, such as enzymes that go chomp-chomp-chomping around your septic system.  Be honest, be clear, and make sure viewers (or listeners, if you’re in radio) know what you’re selling and why they should care.

Those two things – the product/service and the benefit of that product/service – should be first and foremost in your mind.

I’ll take “highly effective” over “highly creative” any day.

Commercials: It’s the little things that mean so much

After spending April celebrating National Poetry Month, I’m glad to get back into one of the other aspects of this blog: advertising! But as you might know, I try to offer something for all writers when I discuss voice work, commercials, or copy writing.  In past posts, I’ve touched on a variety of topics that, although they are about commercial production, the insights I try to impart can be utilized in various forms of writing.

I hope I can say the same for this post – because it’s all about details.

You see, I’m a stickler for them. Some might say I’m a perfectionist, but I don’t think so.  I am, to use an overused cliché, very detail-oriented. And although I admit some things get past me, I will usually pore over the details of the scripts and audio I’m working on to make sure everything is as it should be. Which is why I am constantly surprised that glaring inconsistencies get past entire boardrooms and committees made up of advertising execs.

Are you sure that’s the Downward Dog?

Take, for instance, this commercial that’s been going around for a few months:

On the surface, there isn’t really anything terribly wrong with this spot. It tries to connect with the viewer by offering scenarios that might be familiar with potential clients. It has some good clips of average hotel customers engaging in a variety of activities one would might expect. But what’s going on there, 10 seconds into the spot? Go ahead and watch it again, and pause at exactly :10.

Now, I’m no yoga expert, but I’m pretty sure that woman is attempting a pose that is NOWHERE CLOSE to the pose on the TV. Aside from the fact that I can’t imagine anyone eating cereal while doing yoga…what is going on there?? Who was in charge of continuity? How did this get past everyone – from producers to director to editing crew to boardroom to client – and get the green light? Perhaps they all hoped that this gaffe might give them some additional exposure by being spotlighted on Matt Forrest’s Radio, Rhythm & Rhyme blog, in which case, I suppose it paid off.

The seafood commercial that’s not:

Now let’s take a look at a great example of why it’s important that the imagery you use in your “highly creative” commercial should directly relate to your product:

OK, so what’s the one image you recall from that commercial? Most folks would probably say bears, which aren’t popularly known for eating vegetables. Or perhaps fish, since that’s what the mother bear was trying to catch for dinner. I doubt most people would say the first thing they remember is “new flavours of seasoned vegetable blends that can be microwaved.”

Did you realize those are new vegetable blends? Did you know the bags can be microwaved?  Did you realize these blends are seasoned? Do you know any of the flavours?

Now, maybe I’m way off base here, but these seem to be pretty important points, wouldn’t you say? I mean, if you’re selling bags of seasoned frozen vegetables that don’t need to be opened before cooking, and they come in all sorts of new, chef-inspired flavours, shouldn’t you be telling people this – instead of leaving them with the image in their head of bears fishing for salmon??

By the way, while preparing this blog post, I mentioned this commercial to my 18-year-old daughter, who was aware of it and told me there’s also one featuring wolves (you can view that here).  But hold on there, Jethro – even though I said she remembered the commercial, I didn’t say she remembered what it was for.  She knew it was advertising frozen vegetables, but couldn’t recall the flavours, the benefits, or the brand.

Which is good news for Green Giant, Hanover, Pictsweet, and any other frozen vegetable brand out there.

The beauty in realism

When one considers all the times that ad agencies lose sight of their message, goof up their continuity, or get bogged down with trying to be funny instead of being effective…it’s nice to see spots like this:

This commercial fulfills all its obligations.  It immediately draws the viewer into a story involving a number of different types of people - young folks, adults, men, women – all of whom are potential customers. It creates interest in the product, deftly showcasing the Galaxy’s new features by showing, not telling (something all those creative writers out there know more than just a little about). And it not only showcases the features, but more importantly, it demonstrates the benefits of those features.

Hands-free answering and viewing?  Cool.  Sharing pics simply by touching phones back-to-back, or taking multiple quick-action photos and seeing a time-lapse of all the action in one picture?  Way cool.  Remote-control of your TV?  Now we’re talkin’ ice cold.  But the best part of the spot?  Four magical words that come at the :40 mark.  Right after a young woman takes a photo and shares it with her friend by placing the backs of their phones together, the grandmother asks that same young woman if she’d mind sharing the photo on her phone, too – to which the young woman replies:

“Yours doesn’t do that.”

Ouch.  Harsh, no?  Yet we’ve all been there. We’ve either been the young woman or we’ve been the grandmother, in some circumstance or another, where we really, really, wanted to do something, but couldn’t. Being left out sucks – and this commercial reinforces that feeling gently but powerfully, with just four little words.

Creative writers, take note!

Details.  Show, don’t tell.  Relatable characters.  The same things that make commercials work (or not work) make your writing work or not work, whether it’s a picture book, poem, or novel.

If you are a creative writer, none of this is news to you – but hopefully it serves as a reminder how important these sorts of things are. If you’re a copy writer or producer, none of this should be news to you, either – but obviously a couple of these points got past at least a few people at Bird’s Eye and Homewood Suites.

Frozen veggies, hotel rooms, or smartphones…vampires, love triangles, or puppies…no matter what you’re writing about, no matter why, be good to your subject.  Draw attention, create interest, tell your story – and pay attention to the details!

Post Navigation

Laura Purdie Salas

writing the world for kids

Eat This Poem

a literary food blog

Tying together poetry, parenting, and advertising in a neat little package

The Drawer Of M. M. Socks

Stories - Tall and Short for the Tall and Short

Catherine Johnson

Poems for kids of all ages and dreamers everywhere

You've Got Your Hands Full

Just another WordPress.com site

Jama's Alphabet Soup

an eclectic feast of food, fiction and folderol

Creative Writing with the Crimson League

Creative Writing Tips and Authorial Support from Fantasy Writer Victoria Grefer

Writing for Kids (While Raising Them)

The blog of children's author Tara Lazar

Julie True Kingsley's Blog

Musings on really nothing...

Dave Courvoisier's Blog

Tying together poetry, parenting, and advertising in a neat little package

Tying together poetry, parenting, and advertising in a neat little package

sharon abra hanen

children's literature, poetry, & other creative magical stuff

crackles of speech.............. poems for all ages................... by steven withrow

Tying together poetry, parenting, and advertising in a neat little package

Tying together poetry, parenting, and advertising in a neat little package

J.S. Gilbert

Copywriting, Advertising Creative, Voice Over Talent and a few surprises

The Poem Farm

Tying together poetry, parenting, and advertising in a neat little package

DAN O’DAY TALKS ABOUT RADIO

Tying together poetry, parenting, and advertising in a neat little package

Follow

Get every new post delivered to your Inbox.

Join 2,162 other followers

%d bloggers like this: