Seven Steps to Better Radio Station Imaging

by Dave Foxx

1. DELETE every third word of your copy. If you can remove 1/3 of your words, your copy is too verbose.

2. PRODUCE the music track separately from the voiceover.

3. USE effects only to accentuate the music.

4. SHORTEN the distance between the idea and the expression of the idea. Rather than having one person write the copy, another voice the copy, and a third person produce it, cut at least one of those people out of the process. If you can write, voice and produce the promo, you’re in the best possible position. If you can write the copy, coach the voiceover, and then produce the spot, that’s almost as good.

5. FILL the creative well. When you’re not on the job, you’re still on the job. Regardless of what you are doing in your off-hours, always observe human nature. Those observations are the well from which you’ll draw your creativity when producing promos.

6. GIVE yourself enough time to finish a project without interruption. For the first 4 hours of your workday, hang on your door a sign that says “Radioactive: Do Not Enter.” Let everyone know that you mean it. Other people can bring you their problems and requests during the second four hours of your workday.

7. KNOW when you’re finished. When you’ve achieved your goals and it sounds really good, STOP. You’re done.

Dave Foxx will conduct a live teleseminar, fielding questions from radio station imaging people around the world. Here's all the info.

DAVE FOXX & SON: VOICEOVER VIDEO

With Z100's Dave Foxx returning as a guest speaker at this year's International Radio Creative & Production Summit, I thought you might enjoy revisiting this video made by his son, Taige...who portrays Dave's son.

Or, more accurately, Taige portrays "Grover," and Dave portrays Grover's father.

So enjoy the video and then go sign up for the Summit.