It’s really the car dealers’ fault.

Somewhere in a marketing meeting in Detroit long ago, a car maker’s resident ad guru came up with the brilliant (?) idea to present at the national dealer’s meeting – have the owner of the dealership appear in the radio and television ads. Other business owners took note of the trend and figured they’d do it too.

What do I think of the idea?

Two words: New Coke®. Yeah, bad, reeeeeaaaaalllly bad idea. Get past the usually unfair stereotype of a Car Dealer for a second (although that negative stereotype was indeed fostered by dealers appearing in bad commercials, often late at night), these folks are often good managers, good salesmen and good people but they are rarely good spokespeople.

Oh, it worked once in the eighties but even when Chrysler recently resurrected Lee Iacocca to pitch cars again, it was simply not good (Iacocca playing golf with Snoop Dog dressed in pastel argyle?! That’s brain numbing on so many levels that we’re all lucky our eyeballs didn’t roll up in our heads and stay put!)

But it’s memorable, you say? So is a kidney stone but, not in a good way.

It’s the same note of severe caution I would offer to any business person looking to appear in a radio or TV ad. No matter what your TV or radio account executive tells you, it might not be the best idea to be your own spokesperson if you really don’t have the performance skills to pull it off.

What do you have to lose, you ask? How about your professional credibility and your reputation?

Example one: You come up with a concept to appear in a television commercial for your company that features you either “acting”, or dressing up in a silly outfit or behaving in a way that is out of character for you. The spot may be funny and memorable but likely not in the way you intended and not in a way that builds sales (which is why most of us advertise anyway.)

Example two: The business owner decides that he wants to be the “announcer” for his own radio commercial. Fine, except he speaks in a low monotonous cadence or she has a squeaky nasally voice. Neither is likely to encourage listeners to stay tuned in to hear the message and buy the product or service. Yikes! Those folks should never be featured in commercial except in extenuating circumstances.

There are no doubt many talented business owners who have great communication skills and look good on camera and will serve as terrific company representatives.  But that’s NOT everybody and a truly smart business person will “know when to hold ’em and know when to fold ’em” when it comes to picking a spokesperson or talent for their spots

Tags: commentary, commercials, radio, tv, voice actors, voice casting, voiceover advice // Comments Off on a word of caution to business owners featured in their own commercials

Whether the network you subscribe to (now or in the future) is XM or Sirius, satellite radio maybe one of the best things to ever happen to the medium since the growth in popularity of the FM band in the 60’s and 70’s. And the nice part is, no matter what side of the argument of indecency versus freedom of speech you sit on, everybody wins!

A Stern Awakening?

With radio personality Howard Stern’s contract with Infinity Broadcasting finally coming to an end (its expected his last terrestrial broadcast for that group will be sometime in mid-December 2005 if Infinity doesn’t end it sooner) Stern will finally be able to begin his long promoted run on Sirius Satellite Radio (for what is reported to be hundreds of millions of dollars for Stern).

Sirius has garnered a number of positives in the Stern deal: Stern and his “brand” bring instant credibility to a young and fiercely competitive satellite market as the majority of Stern’s current audience is expected to not only subscribe to Sirius but also pay an additional fee to hear Stern.  The self-proclaimed “King of All Media” will enjoy the freedom to present his program sans restrictions much like cable’s subscriber and pay-per-view systems, which may entice current Sirius Satellite Radio subscribers to pay the Stern fee as well.  Stern will also be programming other channels (some featuring other radio personalities like Stern whose programming and style were not welcomed any longer on the AM/FM bands).

Broadcast Radio’s Death or Re-birth?

Infinity (and other radio stations that syndicate the Stern broadcast currently) now has new morning show host choices to pick from as well as decisions to make.  Former Van Halen front man David Lee Roth and comedian/radio personality Adam Corolla are just two show hosts that Infinity will offer its stations as a Stern replacement.  Morning drive is universally radio’s prime revenue source so there are hundreds of millions of dollars at stake as well as more than a few jobs at Infinity and other radio outlets.

Equally, though, losing Stern relives the strain on participating stations that were under extreme pressure from the Federal Communication Commission and the United States Congress to put an end to all indecent broadcasts (which based on the government’s targeted fines seemed to include Stern and other labeled “Shock-Jocks” around America). At the core of the indecency argument was the actual definition of what was considered “indecent”. The FCC and Congress didn’t seem to spend too much time on truly crafting that definition as it seemed hell bent on issuing fines to get their “targets” off the air.

But in addition to reliving the strain of towing the line of a foggy list of indecency rules, the fines and farewell of Stern from terrestrial broadcast may spark a new and better level of radio programming that, especially in the morning slots, had become lazy and complacent to let a bit too much either innuendo or outright seamy sexuality and vulgarity be broadcast when the majority of listeners (of ALL ages) were listening. Broadcasters (large and small) really have a chance to make a programming change and make it right. Entertainment doesn’t have to be about sex there are a lot more topics than that which audiences will find interesting and funny.  For broadcast radio, that knocking sound is opportunity waiting to be let in.  And for those who like the naughtier jokes. much like cable television, satellite radio awaits. 

The Irony Of It All

The amazing fall of Stern on broadcast radio had almost less to do with radio and more with television and Janet Jackson’s “Nipple-Gate” (though he had been fined before that revealing Super Bowl broadcast).  Now with radio’s act on its way to being cleaned up (more or less) it seems that network television’s entertainment content hasn’t really changed that much.  It will be interesting to see if government agencies now turn their guns toward prime time broadcast television programming and promotion which continues to expose kids to a wide variety of bad messages.

A Final Observation

Ultimately, though it’s not sexy programming or corporate ownership that has the final say about what is listened to or watched.  That responsibility falls to the viewer and in the case of those under the voting age, the parents.  As much as broadcasting is a privilege, the mediums of radio and television should not be used as a babysitter. As has been often been said about programs like Stern, there is an off switch and it’s up to every responsible adult to know when to “clap on clap off!”

Tags: commentary, radio, technology // Comments Off on of satellites and transistors

Jack Nicholson
 
Michael Douglas
 
Demi Moore
 
Julia Roberts
 
The story goes that Jack was offered over a million dollars by a U.S. car company (or more properly, its ad agency) to simply do a voice over for a commercial some years back.  Supposedly he turned it down. Michael Douglas did not (although it seemed Douglas’ fee wasn’t so high).

She was an attractive actress as many were and are on soap operas but when Demi Moore was on General Hospital in the 80’s, what made her stand out more than her looks was her voice.  Keds noticed…so did Oscar Mayer.
 
And when America On-Line decided to slant their logo, round their typeface and freshen their post-merger image, they called on America’s most famous actress to help build membership. A fairly pregnant Julia Roberts surely covered the twins’ college expenses with her AOL voice over.
 
But bottom-line, what’s the value to the client paying the voice over bill?
 
Well, it depends.
 
And hadn’t commercials long ago become un-cool for A-List celebrities?
 
Um, sort of.
 
But what about the everyday announcer who doesn’t act in movies or television?
 
It’s just a few more swimmers in an already overcrowded pool, I guess.
 
The Value of Voice

There are no two ways about it; a celebrity endorsement can help build brand awareness…whether the celebrity is in front of the camera or behind the microphone. But for realistic brand and selling impact, the celebrity tie in must make sense…either by cutting through the clutter with a celebrity’s unique qualities (looks, sound, image, reputation, etc.) or by some sort of logical or direct tie-in with a product (a quick example would be a golfer endorsing and pitching golf products and/or apparel).
 
Does Demi Moore serving as voice talent for a TV spot for Keds women’s sneakers cut through the clutter? It did in my case…I didn’t think of her looks when I heard the spot…but her voice truly cut through the advertising clutter…it’s up to Madison Avenue to tell me whether women bought more sneakers because they “bought” Demi’s voice.
 
On the other hand, if the concept was that “America’s Sweetheart” would tie-in well voicing spots for America On-Line (America’s Sweetheart/America On-Line…get it?) it was lost on me after the initial “shock” value of having realized Julia Roberts provided the voice over. Somehow it made me think I was already paying too much for AOL’s service and now, if AOL had to pay Julia (a lot, I surmised), I was going to end up paying more for AOL. That didn’t make me want to stay an AOL subscriber. And I have nothing against Julia Roberts.
 
Are Actors Cool, Uncool or Just Trying to Pay Bill Via Voiceover?
In the old days, celebrities were expected to serve as pitchmen and women and accepted. Heck even newsmen did on-camera ads (Paul Harvey is the modern endorsement exception to what used to be a broadcasting news given).
 
More recently, it seemed un-cool for celebrities of any stature (fleeting as that stature always is) to appear in commercials…at least in the U.S. Brad Pitt has even done commercials recently….overseas. However, via voice over, celebrities can offer tacit endorsement of a product without actually being directly associated with it…it takes a trained ear to catch some of the relatively well known celebrities who are heard on commercials nowadays.
 
But hey, not all performers are really well known or always employed. When I hear David Duchovny pitching Pedigree Dog Food or Corbin Bernsen hawking Chryslers I think these are just folks trying to pay the mortgage between acting gigs…I bear no malice towards them for trying to make money.  But does such commercial work gel with their more artistic, less commercial endeavors? Should Fox Mulder really push puppy treats? I’m just asking!
 
The Poor Slobs Leftover

So what does the future hold for the rest of us (yes, me too) voice over artists in this growing circle of celebrity commercial voices? Well, whether or not we’ll need to wear shades, I see the voice over talents’ future as bright.
 
If a celebrity has the right voice for a spot then a producer will pick him/her…especially when it’s the voice and not the “celebrity” aspect that won the job. Kathleen Turner could easily become a voice over millionaire and there are fewer voices more recognizable or more listenable than the ageless Lauren Becall even when selling cat food (Fancy Feast) or discount retailers (Tuesday Morning). A great voice is a great voice and should be appreciated and enjoyed as such.
 
Better news is the new uses of the Internet for communication, marketing and advertising purposes…there’s lots of work for voice over artists who are sharp enough to embrace the opportunities the web presents. Plus, there are always plenty of reasonably well paying jobs around the world for aggressive, talented voice over artists.
 
Celebrities are taking some jobs because some companies need the extra push a celebrity voice can bring…initially. But whoa to a celebrity voice over that doesn’t positively impact sales and only results in a higher advertising expense lines…then even the most “in the moment” celebrity will become an “Apprentice” (i.e. “You’re Fired!”)

Tags: character voices, commentary, commercials, narrations, radio, tv, voice actors, voice casting // Comments Off on voice of familiarity

“That’s the stupidest idea ever for a blog!

There’s no challenge to writing On-Hold messages!”

FOR SALES OR SERVICE?

Honestly, writing On-Hold messages is not always high on any business’ priority. Which is fine except for the fact that on average, every single call that comes in to your company will be placed on hold from anywhere from five to thirty seconds (and sometimes much longer at certain companies). Just for a moment, multiply that average time (17.5 seconds) by the number of calls you get in a day. Would you consider that On-Hold time more of a service opportunity or a sales opportunity?  If you said both then you (as the kids say) “get it”.

Placing callers On-Hold represent a valuable time to: a. Not alienate current or potential customers who are calling your company b. Create a sales opportunity, re-enforce your brand, up-sell or simple make a caller feel welcomed and appreciated

CHALLENGES, PROBLEMS AND FAUX PAS, OH MY! Folks, I’ve seen a lot of On-Hold copy come through my studio. Some scripts are outstanding but I also know that writing for On-Hold is a huge challenge for many business people. However, I never present a problem without presenting a solution so smile, help is on the way.

The Top Three Challenges Found in On-Hold Message Scripts

#1 A writer is not doing the writing.  It may be the company President or it may be an Administrative Assistant, both very competent for their positions but they are often not professional writers. Non-writers often break a plethora of rules like not tying some of the On-Hold messages into current marketing messages or copy points (Marketing 101). Also, non-writers often create run-on sentences, which are easily identifiable for an announcer because he/she sounds asthmatic when they finally get to the period (Grammar 101). If your company doesn’t have a marketing department, find a writer…it’s not that expensive.

#2 Duplicating the brochure text verbatim. There is a beauty to the written word that makes it such a valued and expressive medium. Equally, the grace and effectiveness of the spoken word relies on the written word BUT there is a unique and important way to write for the spoken word. Everything from copy length to vocal cadence and many things in between should encourage you not to assume that brochure copy will easily translate in to On-Hold script copy. Know your medium as well as your audience.

#3 Omitting the On-Hold basics. “Thank you for holding.” Sounds like a basic item that anyone would know to put into an On-Hold script. I see it left out all the time. There are many On-Hold “cues”…some day it might be considered “On-Hold Message Etiquette”…that companies leave off their scripts. Web site addresses are another common omission. Know what you are “supposed” to say as well as what you “want” to say. Some simple tips:

• Find a good writer, someone who can properly translate your message to a well-crafted audio script.
• Be creative in your messages, keep the listener engaged…pleasantly startle them.
• Be sensitive and polite on your recordings, sometimes this can be as simple as please and thank you!
• Update your messages often, write enough messages for three or four tapes and switch them throughout the year.

While writing for On-Hold isn’t brain surgery, it isn’t kids play either. Plan ahead to ensure your company takes full advantage of its17.5 seconds of On-Hold fame.

Tags: commentary, message on-hold, technology, voiceover advice // Comments Off on stop torturing customers on-hold!