Ihab Salloum[ad_1]
So recently, I was approached to create a spec spot. Now, for those of you not in the know, a spec spot is essentially a radio commercial that’s written and produced for a potential client who isn’t even aware that they’re a potential client yet.
It’s like when builders decide to put up houses on pure speculation, hoping someone will buy them. In the world of radio salespeople, they’ll visit business owners and offer to create a spec spot to give them an idea of how amazing their radio ad could sound if they decide to purchase air time.
A good buddy of mine who works at a local radio station thought of me for a spec spot she had in mind for one of her potential clients. She had the script written by a sales assistant and sent it over to me via email for me to voice. After that, I was supposed to email it back to the station’s production person so they could add some sound effects and music to present it to the potential client.
And that’s when the hilarity ensued. Just take a look at the title of this article and you’ll get a hint. Think of all those over-the-top, larger-than-life commercials you’ve heard with booming voices and excessive reverb, desperately urging you not to miss out on some event happening this Friday…Friday…Friday!!!
Yeah, the writing was just that bad. The 60-second script had about 75 seconds of copy and it was packed with at least five different ideas. I immediately gave my friend a call. She had questioned the sales assistant about the strange writing style and was told that was the best they could come up with. We couldn’t accept that, so we completely revamped the spot, getting rid of cliches, tightening up the copy, and focusing the message on one strong idea instead of the original script’s three different messages.
The key to a great radio commercial isn’t really a secret at all: it’s all about connecting with the listener, using vibrant and descriptive language, keeping the copy concise, zeroing in on one clear message, including a call to action, and ultimately selling the benefit the listener will receive by utilizing the client’s services.
So, that’s that. The spec spot is now complete. I really hope it helps my friend secure her new account. At the very least, I know it sounds way better without all that Friday…Friday…Friday!!!
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