Radio, Rhythm & Rhyme

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

Archive for the tag “advertising”

I appreciate the help…but you’re not really helping

ID-10084724 (Mic)I wasn’t planning on a follow-up to last week’s post about the need for information when doing voiceover auditions. I figured I’d covered just about everything – what to expect from voice talent, what not to expect, how to help them help you get better auditions.

But as I thought about it, it occurred to me I had so many great examples of what not to say or do…I had to share some of them. These auditions weren’t lacking direction, necessarily; however, they were lacking the right information!

If you read last week’s post, you’ll recognize many of the points I made. These are all 100% completely real, too…so don’t think I’m embellishing anything here!

If you want me to audition, a script is helpful

Earlier this year, I came across an audition I had to look over 3 or 4 times, just to make sure I was reading it correctly. The request was to take a swear word and “make it funny.” The voice seeker was creating a “funny product” and wanted to use sound bites that would eventually have music and sound effects added.

Fortunately, I wasn’t being asked to provide the post-production for the audition – which is something voice actors rarely, if ever, do- but I was being expected to spend my time trying to think of funny ways of saying a vulgarity, just for the possibility of getting the gig.

Yep, I’d say there was definitely something “funny” about this audition.

I passed.

If you expect me to audition without a script, make it worth my while

About the same time that previously-mentioned audition came through, I saw another one requesting “funny, true stories.” The recordings needed to be original, at least 3 minutes in length, and then as I read the request I noticed they said that they will pay for recordings they like, so to therefore not submit ‘audition’ recordings.

It took me a moment to realize this company, which features podcasts and videos of real-life stories online, was looking for freelance contributors – not voiceover artists. There is a difference folks.

You wouldn’t ask a certified ASE mechanic to wash your car. You wouldn’t ask a licensed plumber to pour you a drink of water.

Not trying to sound arrogant here or anything…but if you want to get people to submit something for use on your website, that’s great! I hope you get plenty of submissions you can use! But please – know your audience. Understand that what people like me do is a profession, not a pastime. Very few of us will record, edit, and mix down 3 minutes of audio for a mere $100.

Please give me voice direction that makes sense

I once saw an audition for what I could only imagine was a humorous project…but which still made no sense. The producers were looking for a colonial-era American voice who sounds like a Boston Red Sox fan.

Ummm…right. Well, as someone who IS a Boston Red Sox fan – and who grew up around Boston Red Sox fans – I’m not exactly sure how any of them would have ended up in colonial America. Conversely, I don’t know how anyone in colonial America would even have a Boston accent, since we were all still speaking the Queen’s English at the time.

Perhaps I was missing something.

Like better instructions.

If you want me to add music, give me an adjective I can work with

ID-10032444 (grandma)

“Excuse me, dear, is that the Slade version, or Quiet Riot?”

Years ago, I was producing a radio commercial for a restaurant. I was asked to use some “nice Mother’s Day-type” music underneath.

Uh-huh.

Well, I could have used “Mama” by Genesis, “Mama Told Me Not to Come” by Three Dog Night, or my favourite, “Mama Weer All Crazee Now” by Slade…but since I figured I’d run into intellectual copyright issues with all of those, I used a soft, sappy acoustic production music track and sent it off.
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They approved it. Apparently, moms love soft, sappy acoustic production music.

Know what you want before you ask

It comes down to understanding what you’re asking for. Before you write up the audition request, stop and ask yourself a few questions: Is this request reasonable? Am I expecting too much from someone who hasn’t even been hired yet? Does what I’m asking even make sense? Are these instructions clear enough?

Trying to put yourself in the position of the voice actor will not only help the voice actor, but it will help you in preparing for what you’ll receive for auditions. If you receive an inordinate number of auditions that are not what you were looking for, it might not be the fault of the voice talent.

It could be a confusing, unclear, mixed-message audition request – and all that will get you is a bunch of recordings you probably can’t use.

And probably more than a couple of swear words that won’t be very funny.

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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!

Getting the maximum out of minimalism

As I mentioned last week. I continue to be too busy writing…to write! My children’s writing is keeping me busier than I’ve ever been, which is good, although it’s preventing me from being as consistent with my blog as I should be. With that in mind, I thought I’d share with you this post from Oct. 2012 which, although it’s two years old, still makes for some interesting reading, I think. (Then again, I’m the one who wrote it, so what do I know??)

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Sometimes, it pays to keep things simple.

I was reminded of this maxim over the weekend, when I recently came across this blog post from artist and designer Christian Jackson at Square Inch Design.  Jackson took classic children’s tales and rendered them as minimalist posters – basically reducing the stories, characters, and plots into very simple designs that are at once striking, yet instantly familiar.

With all the extraneous stuff out of the way, the viewer is left with just the germ of the story, a simple visual cue that – to anyone who knows the particular story – conjures up images and memories of our favourite parts of each story.

This got me thinking about how we, as creatives, often get carried away in our work and sometimes lose sight of our objectives.  Sometimes, being detail-oriented can be a very good thing.

But sometimes…things don’t need to be as complicated as we try to make them.

“Is the guy running away, or coming down the stairs?”

Details can do wonders.  If you’re writing a book, you may need to expound on the layout of a castle or the idiosyncracies of an antagonist.  If you’re producing a radio commercial, simply having two people talking to each other may not be enough; adding footstep sound effects or outdoor ambience can really flesh out a scene.

(And for those unfamiliar with radio production, ‘footstep’ sound effects are not as cut-and-dry as you might suspect; there are ‘footsteps on gravel,’ ‘footsteps on pavement,’ ‘footsteps going upstairs – cement,’ ‘footsteps going downstairs – wood,’ ‘footsteps running away,’ ‘footsteps coming closer,’ and tons of other variations I won’t bore you with right now.  Talk about details.)

However, there are times when the details just get in the way.

“Spare me the details”

A friend of mine has been working for months on a middle-grade chapter book.  An artist by training, when she first began writing her story, she would spend an entire page just describing a room:  how the tables were set, what the chinaware looked like, what the curtains were made of, what flowers were used for the centerpieces.  It was beautiful writing, flourishing imagery, vivid detail…unfortunately, much of it was irrelevant to the actual storyline.

So she ended up cutting some of her story, revising some of it, and also leaving some of it – and her manuscript is much stronger now because the reader doesn’t lose sight of the plot.

Unless you’re Tom Clancy, there’s no need to spend an entire chapter describing a boat.

Personally, I’ve produced hundreds of radio commercials that required significant details vis-a-vis sound effects or multiple voices, but I have also produced many spots that feature nothing but a voice.  It all depends on the message, and whether or not music or sound effects will add to the listener’s experience or detract from it.

Background music in commercials:  Yes or No?

Maybe.

Clients ask me this question all the time.  I explain to them that music should only be used if it helps propel their message.

Music can create drama, evoke a mood, or act as a transition from one scene to another – but it will not, contrary to what some of my fellow radio programmers say, ‘keep things interesting.’  In a commercial, if the script is not written well enough to create a compelling message, no amount of music will keep a listener from turning the channel.  Likewise, if a message is compelling, why muddle it with an electric piano?

Think about your own life and consider how ridiculous it is to think that music will make a message ‘interesting.’  An excited friend comes up to you to tell you some fantastic news – but you say, “Hold on, there, pal.  Let me find something on my iPod to make our conversation interesting.”

The devil’s in the details

This past July, I decided to leave my position as production director for a 5-station radio group and work from home.  It was a scary decision because of all the unknowns ahead of me – will I make enough money, will I find new clients, etc. – but the clincher was an examination of the details of my life.  My wife and I were amazed when we actually broke things down:

I was spending $400+/month just commuting (not total driving, just commuting).  We were also spending $650/month for daycare for my 2-year-old.  When I added just those two expenses, I realized I was spending nearly an entire paycheck for the privelege of working!  After crunching the numbers, it became apparent that my goal of running my own voiceover business and pursuing my children’s writing was never going to have a chance as long as I kept spending almost $1100 and 245 hours each month just driving and working.

The details of my life were killing my dream!

So I quit the job on good terms, finished building my home studio, and now can work on my voiceover and writing careers while being a stay-at-home dad to my 2-year-old son.  By the way, I highly recommend number-crunching.  It may not sound like fun, but it’s worth it:  I discovered that because of the money I could save, I only needed to make a minimum of $150/week to break even.  (Granted, I plan on making more than $150/week – but that’s my minimum)  With numbers like that, why would I NOT want to move forward??

Just like my friend’s book, editing out some of the details of my life has made my life better.

“Keep it simple, stupid”

The Pizza Margherita is a prime example of the beauty of simplicity.  Just three ingredients – crushed tomatoes, fresh basil, and mozzarella cheese – on a pizza crust.  Yes, you can throw in a little extra virgin olive oil, if you want – but you’d better stop there.  No amount of ‘details’ like garlic, onion, peppers, or anything else are going to make this classic pizza taste any better.  It is a perfect blend of minimal ingredients creating maximum flavour.

Whether it’s a pizza or a poem or an aeronautical system, the more complicated it is, the more trouble you’re asking for.  As Lockheed’s famous engineer, Kelly Johnson, once said, “Keep it simple, stupid.”

Remember this the next time you get stuck writing, producing, or creating.  Take a look at your project and ask yourself if the details are needed, if they drive the plot, if they’re important for the goal…or if they are a detraction.  Even if it’s life in general, like mine – examine the details.  You might realize there are some that need to be edited out.

And, like mine, you may be surprised at the details you didn’t even know where there.

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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!

In copy writing, it’s all about the details

Last week, I wrote and produced a short video commercial for my wife’s business.

There are two problems with that statement.

ID-10021920 (Times Square)

Advertising: These folks know how to do it right.

First, I’ve never produced a video commercial before, ever. I’ve written hundreds of commercials – and produced thousands of radio commercials – but never produced a video commercial. Second, if you have no experience doing something like that and it’s going to have a big impact on the impression people get about your business, I always say it’s best to have a professional do it.

If you’ve never patched a roof before, you’re going to call a roofer. If you need your car repaired and you don’t know the difference between a carburetor and carbon dating, you’re going to bring it to a mechanic. So if you need a commercial or corporate video produced, seek out someone who has more experience than you do. It’s your livelihood, and it should be important enough for you to have it professionally handled.

As I said above, I didn’t do that. I did have some good reasons, though…

Understanding what I wanted to accomplish

Unlike many folks who have never written commercials before, yet decide they need to be the ones to write, produce and/or voice the things themselves, I knew before I even began how the commercial was going to be used and what I wanted to accomplish. This was not going to run on television – it was to be used via the internet (social media, etc.) only, and it was to garner the attention of a specific group of people who were unfamiliar with the specific benefits of the products my wife sells.

I also had 25 years of copy writing and multi-track audio production knowledge behind me (along with some basic video editing experience), so even though it probably wouldn’t be perfect, I suspected it would be suitable for her purposes. And trust me, I’m my own worst critic, so if it was even slightly subpar, I would’ve scrapped it and gone a different route.

Oh, and due to my ACL reconstruction surgery back in March, a major car accident in late winter, and a leaking roof (see above!), I had a zero budget.  So a one-man DIY project was born.

It all starts with the script

Like a novel or short story, there are several things a good commercial script needs to do. In chronological order, they are:

  1. Attract the listener’s or viewer’s attention
  2. Connect on some emotional level
  3. Develop interest
  4. Create desire
  5. Compel action

A commercial should also showcase the product’s or service’s Unique Selling Proposition (USP) – the feature or benefit that makes the product or service stand out from all the others. And in the case of a television commercial, it should be able to get its point across even if there’s no audio. Doctor’s offices might have the sound turned down and sports bars are often so noisy one can’t even hear the person they’re with, much less the TV – so visuals are extremely important.

Knowing the benefits and USP of my wife’s products, I put the script together and realized I wasn’t going to need to provide a voiceover. (Ironic, isn’t it, that a voice guy produces a video commercial he doesn’t even get to voice?) But it didn’t need it, so I didn’t do it.

The commercial and the breakdown

First, let me show you the commercial and then I’ll break down some of the details I was particular about…

As I mentioned before, I knew the specific audience I was after: health-conscious folks who are not opposed to the vegan lifestyle. Of course, one does not need to be a vegan to appreciate botanically-based products that don’t test on animals, but the word “vegan” is so well-known these days that if you hear or see the word, you immediately understand its connotations.

So after attracting the attention of people who can appreciate veganism, I list other facets of Arbonne’s product’s USP: they are gluten-free, kosher, botanically-based. Then, rather than telling the viewer they need to buy something or they need to improve their lives or they need to do something else, I ask a simple question. Having just seen the benefits of the products – without me telling the viewer these are the benefits – the viewer can now make that connection on their own.

And when you can encourage a viewer or listener to draw their own conclusion and subconsciously take part in your commercial…it’s much more powerful than you telling them this and telling them that and hoping they believe you.

SAMSUNG CAMERA PICTURES

No need for a voiceover; the sounds of nature worked quite well on their own.

Just like most commercials, I show a problem (your health & wellness products are not vegan/gluten-free/etc. even though you are) and I offer a solution (try Arbonne) – but I do it subtly. The call to action is subtle, as well – I don’t command the viewer to buy now, save now, limited time, blah blah…I simply suggest they learn more.

I wanted this video to be almost like a conversation, and being too heavy-handed with my approach would have been counterproductive. That’s why I opted to use some light sound effects of a natural setting rather than a voiceover; I didn’t want the commercial to feel like a commercial.

Three more details you didn’t even notice

One comes immediately after the words “botanically-based.” From the moment the commercial begins, there is a rhythm to each of the words that flashes on the screen…but then there’s a pause before I ask my question. I deliberately did this to allow the viewer to consider what these words have to do with each other and where I’m leading them. If I posed the question too quickly, the USP – those benefits I listed – would not have had a chance to sink in quite enough.

Remember, it’s a conversation – and I didn’t want it to appear the commercial was doing all the talking. As I said previously, I wanted to allow the viewer some time to process the information and become a “part” of the commercial, and “part” of this conversation.

Another detail is that I did not mention the product name until slightly more than halfway through the spot. Some folks will tell you the name has to be front-and-center right from the get-go – but those are the folks who feel advertising is done best when it’s a one-way conversation. The way I look at it, if I’ve been able to keep you compelled long enough to view the commercial, you’ll stick around for the payoff.

The third detail is the little child and mother at the end, which I didn’t include just because it’s my son and wife. The Arbonne company sells its products via independent consultants who are often moms and daughters – and even dads. I wanted to evoke a familial feeling to the spot to underscore not only the Pure-Safe-Beneficial tagline, but the fact that families are buying, selling, and using these products to make their lives better…and a little child with a mom is about the best representation there is of that!

Pay attention to the details

So when you’re writing – whether it’s a commercial, short story, whatever – don’t lose sight of the details. Some might be superfluous (I could have included another word at the beginning and crammed too much info), some might not be on target (I could have listed products, but that wasn’t the point of the spot), and some might just be too wordy.

Know when to leave those out.

But other details – like knowing who you’re writing to, understanding what you want to say, and spending some time determining the best way to connect with the viewer/listener/reader – are imperatives.

If you write a picture book, short story, or commercial in less than one day, you’re either really lucky or you’re doing it wrong.Please don’t do it wrong.

If you don’t know how to do it, hire a professional. Your commercial and your roof will be better for it.

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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!

 

Someone spent a lot of money promoting their competition

I think I’m a fairly low-key, easy-going guy. I tend to take things in stride, but every now and then something will get me all worked up to the point where I’m jumping around, hollering like an idiot.

It’s usually due to moron drivers and bad commercials.

In this case, I felt compelled to share my discontent because we’re dealing with a bad commercial featuring people driving! And really, it’s not that bad a commercial…it’s just advertising the wrong business. (Which I guess makes it a pretty bad commercial, after all.)

Check out this commercial for Fiat:
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Oh, wait – that wasn’t a commercial for Fiat. That was for Lexus! Oh, stupid me…my bad. You see, I just spent 60 seconds looking at fine sports cars and seeing the sleek “F” logo popping up in my face. Can you blame for mistaking this for a Fiat commercial?

Seriously, Lexus: the viewer only gets a few quick glances at the Lexus “L” logo on the cars…and unless the viewer’s attention is completely focused on the commercial, he/she will never realize those are all Lexuses (Lexi? What, exactly, is the plural?).

Here’s how I presume it all went down:

- Someone at the Lexus corporation said, “Let’s call our new model the same letter that our competition’s name starts with.”
– Someone at the ad agency said, “Let’s flash the first letter of the competition’s name throughout the entire commercial – and be sure not to show anyone the Lexus name or logo until after they have determined it’s an ad for the competition.”
– A whole bunch of executives said, “We agree! That’s a great idea!”

I’ve written before about what happens when a good story goes bad, and this is one of those times. And as always, I critique these spots not out of displeasure with or dislike of ad agencies – heck, I’m a voiceover guy, I LOVE ad agencies! – but out of love. Tough love,

So now that I’ve had my rant, I’m going to go take a rest. But be forewarned – if Ford Trucks comes out with a TV commercial featuring a male sheep, I might need to write another blog post.

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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!

National Poetry Month: Thinking Like a Poet

I get asked many questions many times by many folks…all about the same subject:

NPM-2005-White“Isn’t poetry hard to write?”

“When did you start writing poetry?”

“Why do you write poetry?”

…and so forth. The answers, while simple, could be more elaborate if I wanted to take the time: Yes; almost forever ago; and because I have no other choice.

It’s not that I don’t want to take the time to offer more detailed responses; it’s just that most people aren’t really looking for that. It’s like when the cashier at the grocery store asks, “How are you?” She’s expecting a nice, short, “Good” so she can continue on about her duties. If you respond with, “Well, my dog died, I lost my job, and I just found out my wife is cheating on me with someone from the NSA…want to hear about it?” chances are, she’ll drop the eggs on the floor and not know what to do.

Better to keep the answers safe and simple, and not throw any curveballs.

But since this is my final blog post for National Poetry Month, I thought perhaps I could expand on some of my answers and try to explain – especially to non-poetry types – why poetry is not some sort of worthless academic pursuit and can actually be beneficial in your life.

Thinking like a poet: how?

First of all, it helps to think like a poet. Understanding poetry means understanding that there is always much more to life than just…life. By that, I mean, everything you see, touch, or experience is much more than what it appears to be.

coffee-mate_creamerA nonfiction writer friend once asked me to help her think like a poet. She wanted her writing to be less dry and a bit more creative and lyrical. So as an exercise, I placed a small, empty, white plastic coffee creamer cup on the table and asked her to make a list of everything that came to mind. Not just adjectives describing the cup, but every word, phrase, or vision that popped in her head – even if it didn’t make sense. I did the same, and timed us both for 2 minutes.

When we were done, we compared lists. She had words like ‘white,’ ‘drink,’ ’round,’ ‘striated,’ etc. Although we shared some of these obvious descriptors, mine were generally a bit more…imaginative:

‘Upside-down top hat.’

‘Cup runneth over.’

‘A White Hole. ‘ (Instead of a Black Hole.)

The exercise demonstrated that while she saw things as they were, I saw things as they could be. Just that one lesson opened her eyes as to how a creative type such as a poet views the world: with imagination, curiosity, and an open-mindedness that allows us to believe anything can be more than it seems. Indeed, there is more to nearly everything than meets the eye – and if you are willing to take the time to observe long enough, you can begin to view life through a poet’s eyes.

Thinking like a poet: why?

This is where things can get really interesting. I’ve found, over the years, that having a poet’s thought process allows me to conceive ideas from angles that others may not see.

This has been especially useful in radio copy writing, believe it or not. On more than one occasion, I have had to come up with commercial scripts that are unique, attention-getting, and most importantly – relatable to the listener. While different copy writers use different means to find an emotional connection with the listener for the product or service about which they are writing, I find that thinking like a poet (e.g., trying to find connections and imagery others might not see) has served me well.

Not that thinking like a poet means you have to rhyme – I’m primarily talking about thinking more creatively and making unusual connections – but let me share an example of how poetry really did work in my favour. A local restaurant needed to let people know they existed – their location, while prime, was at a 4-way intersection and easy to miss. But it was a small, family-style restaurant that, at first blush, did not appear to offer anything out of the ordinary.

What to do?

Now, normally I absolutely detest rhyming commercials. You know the ones…they always sound amateurish and dumb, and are a total tune-out. But I knew I could write a good one – and if I did it right, it would be ear-catching, memorable, and successful at getting its message across to listeners. The following commercial was written out of a need for listeners to know who the client was, where they were located, and what they offered:

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Note two important things about why this commercial worked and most rhyming commercials don’t: One, I kept the lines metrical. I was very careful about keeping the script flowing and fun – too many words per line (or the wrong words) and the commercial would just collapse under its own weight. The other thing I did was refrain from using “easy” rhymes. I could have written a line that ended with “toast” and rhymed it with “most,” or used “steak” and “bake.” but that would have made the commercial sound cheesy and predictable – which I definitely did not want.

The unusual rhymes and bouncy cadence of the verse is what made the commercial work, in my opinion – and although any person could write a rhyming commercial, without the skill of writing metrically and knowing how to rhyme effectively, the commercial would not have been as humourous or, more importantly, as effective.

Image courtesy of suphakit73 / FreeDigitalPhotos.net

Thinking like a poet: when?

All the time! The more you start to actively think about the things around you – from your home and family to things as simple as the car you drive, the road you travel on, or the food you eat – the more you’ll start becoming aware of all the possibilities for inspiration there are out there.

Think about possibilities, think about similarities and differences, think about “what if!”

“What would a picture of my kids look like, if I couldn’t include their faces?”

“A home with no windows or doors is like a _____.”

“If I could take this elevator anywhere, where would I go?”

“Why might a pencil be considered a religious talisman?”

“What if crows were a different colour?”

Yes, these are pretty random questions – but they can be examples of ways of thinking beyond what is comfortable and concrete. Question why an apple is red, but not because of any botanical reason. Imagine what love would look like if it could be held in your hand.

Wonder to yourself how to describe music to a deaf person or a sunset to someone who has been blind from birth.

Think about that little coffee creamer cup, and see what you can create out of it in two minutes. You might surprise yourself!

Poetry = Life

For me, I’ve always enjoyed the rhythm and rhyme of words and the imagery a writer can create – whether it is via a poem, short story, or other form of writing. Poetry, though, is a perfect vehicle for showcasing compact vignettes of emotion, enlightenment, pain, and all sorts of fascinating aspects of humanity. The poet takes a scene, feeling, or object and distills it down to it’s essence – and sometimes goes even beyond that, to create new associations with other scenes and feelings the reader had never before connected

I started reading picture books of poetry as a child, and began writing poetry in earnest in high school. Since then, I’ve written poetry and songs throughout my life because I have a compulsion to do so. Most writers will tell you the same thing, too – that they write because they have this urge inside, this burning desire to get something in their head out on paper.

Poetry can be quite hard to write, but also immensely fulfilling. Even short, 3-line haiku poems, which might seem simple, are much more complex than they may seem. Sort of like humans.

And come to think of it, that observation might make a good poem.

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2014kidlit_progpoemOnly TWO DAYS remain to poet Irene Latham’s 2014 Progressive Poem! Each day throughout the month of April, a different poet has added a line to the poem, and we are very close to completing our journey!

Today it heads over to Ruth at There is No Such Thing As a God-Forsaken Town, but here is the complete list of contributors:

1 Charles at Poetry Time
2 Joy at Joy Acey
3 Donna at Mainely Write
4 Anastasia at Poet! Poet!
5 Carrie at Story Patch
6 Sheila at Sheila Renfro
7 Pat at Writer on a Horse
8 Matt at Radio, Rhythm & Rhyme
9 Diane at Random Noodling
10 Tabatha at The Opposite of Indifference
11 Linda at Write Time
12 Mary Lee at A Year of Reading
13 Janet at Live Your Poem
14 Deborah at Show–Not Tell
15 Tamera at The Writer’s Whimsy
16 Robyn at Life on the Deckle Edge
17 Margaret at Reflections on the Teche
18 Irene at Live Your Poem
19 Julie at The Drift Record
20 Buffy at Buffy Silverman
21 Renee at No Water River
22 Laura at Author Amok
23 Amy at The Poem Farm
24 Linda at TeacherDance
25 Michelle at Today’s Little Ditty
26 Lisa at Lisa Schroeder Books
27 Kate at Live Your Poem
28 Caroline at Caroline Starr Rose
29 Ruth at There is No Such Thing as a Godforsaken Town
30 Tara at A Teaching Life

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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!

 

 

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.

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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.

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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!

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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.

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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!

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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…

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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?”

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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!

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