Happy Friday, everyone!
Here is this week's poll question:
What real life experience have you had that has translated into a great radio commercial?
Looking forward to reading your replies!
Love the topic and I suppose as a writer there's a part of you in every ad you ever write.
Years ago I lived in a house that had natural gas- my girl friend stayed one night. The ad is old and when I hear the production values I cringe a little. But the ad went onto to win a Hollywood IBA and helped launch my career.
ALL radio commercials should be informed by real life experience.
If you're not drawing on the emotional core of your life's experiences to inform your writing, you're not yet writing.
If you're taking phrases from the "For All Your BLANK Needs" handbook, you're not yet writing.
If you're taking copy from the RAB archives, slapping your client's name on it, and saying, "Here's your commercial," you're not yet writing.
Writing from life and from the emotional truth of human experience is what makes advertising notable and honorable and effective.
"Great" radio commercials happen rarely.
But "Good" radio commercials can happen with relentless consistency.
Then, getting from Good to Great is a process of cutting and polishing a diamond in the rough.
Honesty trumps cleverness. Understand people and emotions. Write from life.
<End Soapbox>
Emotion sells and logic simply justifies emotion.
