(Yaman Coskun) This was my closing statement at the end of our national Creative Vaccine event hosted by the RAB recently. It was attended by hundreds of sellers, managers and programmers. I felt compelled to share it with those who could not attend….
Instead of chasing the money let the money chase you. That’s what some of the greatest success stories we ever read teach us from Steve Jobs to Elon Musk. You follow your idea and the money follows you.
Do it by compelling instead of pitching. Offer an idea instead of a schedule, first. Lead with a spec spot. Not a power-point deck. Inspire. Not instruct.
It’s like walking into a singles scene on a Saturday night (yes, in the old days)… You immediately get the attention of prospects sitting at the bar. They are already intrigued by your level of confidence driven by the idea you are about to reveal. You already got over the first hurdle (cold calling) without even saying a word. Then, you share the idea by way of hitting the PLAY button. (drinks are flowing) They listen to the spec spot you created showing you did your homework. Now, you got them catching a buzz from the power of audio.
I can tell you what happens next. But, I think that would be not leaving enough to your imagination.
That’s exactly what effective local direct sellers do. That is exactly what effective creative does in spots and station imaging. Inspire. Not instruct. Allow plenty for imagination without force-feeding.
Research smart. Plan well. Arm yourself with an idea.
As long as that idea is executed in the form of an effective spec spot? How do you ensure it is effective. By following the rules of 82BGR8:
- TREAT HUMOR LIKE A PRESCRIPTION MEDICINE.
Use it only as directed. Or, it can kill the brand.
- WRITE LIKE YOU TALK.
Stop the ad talk. Start a conversation.
- WRITE FOR THE LISTENER. NOT FOR THE CLIENT.
When you do, everybody wins.
- TARGET THE HEART. NOT THE MIND.
Emotions make purchase decisions. Brains justify them.
- ONE SPOT. ONE MESSAGE.
If the client gives you 5 copy points you need to produce 5 spots.
- LEAVE WHITE SPACE.
Time your copy to five seconds less than the ad unit.
- USE DATA AND RESEARCH LIKE SALT AND PEPPER.
You need them to perfect the meal. But, overusing spoils the broth.
- INSPIRE. NOT INSTRUCT.
Because call to action sucks. But, inspiration leads to action.
Now, walk into a room of prospects and let the money chase you…Because, you are equipped with an idea instead of a sales pitch. And, that is the vaccine stops the spread of bad radio.
Yaman Coskun is the Founder and CEO of Yamanair Creative with 36 years in creative services for radio. Contact: [email protected]
