Stephen Jeffrey Duff: I write all my clients' commercials, except for the few who write their own or have have pre-written 'national' or agency scripts. I have to write 6 to 12 ad copy per month. We have no copywriter at our station. While I have an English degree and believe I write pretty good scripts, some of the radio ad salespeople I've known over the years proved the adage: "Just because you are a good salesperson doesn't mean you're a good writer; just because you are a good writer doesn't mean you're good salesperson."
Some radio ad salespeople - and radio ad copywriters, for that matter - seem to think they're writing newspaper classified ads. Snoozeville ...
Deb Senecal: Regarding writing commercials...I find that when you have a working relationship with the customer you have a better idea of what the client is trying to say to the consumer. Its hard to pass information to a copywriter as they generally don't know the personality of the business. Therefore I write my own ads.
Rebecca Hunt said:
Stephen Jeffrey Duff: "...just because you are a good writer doesn't mean you're good salesperson."
YES!!! Which is why I've never tried to be a sales person.
Deb Senecal: It's hard to pass information to a copywriter as they generally don't know the personality of the business. Therefore I write my own ads.
That's a weak excuse. When there is a copywriter involved, you should be involving them in meetings with the client so they also know the 'personality of the business.' You're part of a team. Would you want your writer to go to the client to sell the schedules because they think they know how to do it better than you do? You're saying you know how to write better copy for your client than the writer. If that's the case, hire a new writer. You're not competing with each other. A strong writer can increase your sales. A strong sales rep knows how to get the information the writer needs to create the most effective message. (Note: I did not say the most "award winning" message ... because "award winning" creative often does a terrible job at selling. Not always, but often. Because the writer's are focused too much on being smart/funny/creative and not enough on the client. Ever hear a great ad, ramble the funny part off verbatim to others ... then COMPLETELY forget who it was actually for? That.)
I write my own 95% of the time. Once in a while we will use an ad from another station... and about 5% of the time we use an idea from Creative Ready (we love their jingles and ad ideas)
I would say we do 3 to 5 ads per week, but I also record many ads for other broadcasters at SwapASpot.com, so I'm recording SOMETHING every day!
at June 25, 2018 11:45 AM PDT
Questions for The Radio Ad Writer:
I was unaware of the disparity between US and Canadian stations in this area and would love to learn more.
What formal training courses and/or standards are required of copywriters?
Is there some sort of certification course available?
Are there ongoing continuing ed requirements?
If none of the above apply, what training do you have in mind that distinguishes dedicated copywriters from advertising salespeople who avail themselves of training courses by, say, Roy Williams, Dan O'Day, Jeffrey Hedquist, Dick Orkin, and others?
