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.

RADIO CREATIVE/PRODUCTION SUMMIT VETERANS PRAISE O'DAY

Well, this is just embarrassing, sharing these glowing testimonials for my annual International Radio Creative & Production Summit from three of the industry's most successful practitioners — who among them have attended the Summit 37 times (!).

But with Summit registration now open, perhaps if you've never attended this will convince you to take the plunge.

Bob Souer, Blaine Parker, Dick Terhune

RADIO PRODUCTION LEGENDS PRAISE DAN O'DAY

Okay, look, the registration fee for this year's International Radio Creative & Production Summit increases on June 1. If you've thought about attending, register now and save a bunch of bucks.

Here are three guest speakers at last year's Summit, caught by our hidden camera, lavishing praise on the Summit and its host, Dan O'Day.

RADIO CREATIVE/PRODUCTION SUMMIT 2009: First Info

It looks very much like the International Radio Creative & Production Summit for 2009 will be held August 7 - 8.

In Los Angeles, as always.

Still finalizing the lineup of guest speakers and topics, but here's what we have so far:

COPYWRITING

I probably will do two major presentations — world premieres. I'm pretty sure our Summit "Repeat Offenders" will love them.

One is a complete Case Study of a very successful campaign — from beginning to end. Including the research, client discussions, strategy, execution, and results. I also will show you draft after draft, demonstrating my editing process. ("But how am I supposed to communicate all this in just 30 seconds???")

In the second, I will share with you a revolutionary method of beginning the copywriting process itself. This chance discovery has forever changed the way I approach any new project.

I'm also trying to squeeze in a good friend who's a very famous direct response/ Internet marketing copywriter to talk about....Well, let's see if we can make our schedules work, first.

VOICEOVER

Patrick Fraley will teach something everyone who ever voices copy needs to learn:

"Text Analysis"

Nancy Wolfson returns with another major voiceover directing workshop:

"Acting For Advertising"

Yes, that's a giant ear Nancy is holding. No, she will not force you to talk to it.

PRODUCTION/IMAGING

Still working on that.

PRODUCTION/COPYWRITING

Hoping to have room for our traditional Critique-A-Spot-A-Thon.

FORMAL NETWORKING SESSION

Although the Summit always has presented tremendous networking opportunities, this year I hope to include a scheduled, structured method of ensuring that you meet and talk to as many potential future partners as possible.

If you're interested and want to be notified when all the details are available, please put yourself on the notification list.