| I was asked to do a spec spot recently. In case | | | | this Friday...Friday...Friday!!! |
| you've never heard that term, it's a radio commercial | | | | Yes, the writing was that bad. The 60 second script |
| written and produced for a client who doesn't know | | | | had about 75 seconds of copy and there were at |
| he's a client yet. | | | | least 5 different ideas going on. I called my friend. She |
| Like builders sometimes put up houses on spec | | | | had questioned the sales assistant about the odd |
| (speculation) radio salespeople call on business owners, | | | | choice of style and was told it was all she could come |
| and as part of their pitch, they offer to have a spec | | | | up with. My friend and I completely re-wrote the spot, |
| spot produced so the client can hear how good his | | | | removing the cliches, tightening up the copy, and |
| radio commercial will sound, should he choose to | | | | focusing the message to one strong one instead of |
| purchase air time. | | | | the three different messages in the original script. |
| A good friend at a local radio station thought of me for | | | | The secret to a good radio commercial is really no |
| a spec for one of her potential clients. She had the | | | | secret: relate to the listener, use vivid, descriptive |
| spot written by a sales assistant and emailed it over to | | | | language, keep the copy short, keep the message |
| me to voice, and I was to email it back to the station | | | | focused on one thought, include a call to action, and sell |
| production person so he could put sound effects and | | | | the benefit the listener will get by using this client's |
| music under it for presentation to the potential client. | | | | service. |
| That's when the laughter started. The title of this article | | | | Meanwhile, the spec spot is done. I hope it helps my |
| gives you a clue...think of all the Billy-Big-Voice, | | | | friend land her new account. I know it sounds better |
| reverb-laden commercials you've heard in your life, | | | | without all that Friday...Friday...Friday!!! |
| telling you about an event you just CAN'T miss, and it's | | | | |