Being a full time voiceover person, I read a LOT of copy every day. And boy do I run across some big mistakes. Here are the most common ones. And some other tips to create a more effective spot or promo. - Rick McConnell
MISTAKE #1 Opening a spot with too many "follow-up details." (The venue, time, date of the event etc.)
Now think about this: you haven't even told them what the event is.
They don't even know if they are interested.
Yet you are opening the spot with, "Coming Tuesday, April 11th at 7:30pm to the Boise Worship Center., 1120 Main Avenue.."
Here is how it's done right: Sell them on the event (or idea or product) first! THEN and only then will they be interested in the "follow up details."
Open the spot selling them on the event. Do that for about half the spot before you really need to bring in the follow up details.
(Exceptions: ok, you can use the date and venue early in the spot. But try not to use it to open the spot.)
Save the follow-up details (for the most part) till you are about half way through the spot. Don't the spot with it.
MISTAKE #2 Not repeating the follow-up details near the end of the spot.
OK, now that you have sold them on the spot, make sure you repeat the basic info at least twice. Basic info being the day, date. (Thursday April 11th), the location AND the time.
Another quick tip: I am big on UPDATING the spot the week of the event.Change it from "Thursday, May 4th" to "This Thursday at 7pm."
Then the day before the event: "tomorrow at 7pm."Then the day of the event: tonight at 7.
Too often, stations assume that because they gave the info earlier in the spot, that is enough.
Then wrap each spot telling them to find more info on your website. (You should do that so commonly you can say it in your sleep!)
Mistake #3 Using sentences that are too long/ and or using run-on sentences.
I have to say, one of the hardest things to do as a voiceover person (and you can relate as an announcer).. it read one, long never ending sentence. It's SO difficult to keep the flow and make it make sense. And it's hard for the listener to follow.
Try to reduce all sentences to 7 words or less. I know. It sounds tough. But it's a great discipline. And it makes for a fresher sounding spot.
Look for sentences that contain more than one thought and edit it so that it's two sentences...or even 3! Try to keep ONE thought or one point per sentence.
I have actually read sixty second spots that were actually one 3 sentences. (Very long, tough, run-on sentences!)
I have NEVER read copy and thought, "these sentences are too short." I have read tons of copy where the sentenceswere waytoo long. SHORTER, CONCISE SENTENCES SOUND BETTER! Period.
Mistake #4 Using too many "wrap up details" in the spot. Remember, the main point of the spot is to sell them on the event, idea or product. The more wrap up detail in the spot, the LESS effective the spot is.
Wrap up details are: addresses, phone numbers, ticket locations, starting times of events, ticket or event prices etc.
Here is the rule of thumb: basicly, the only wrap up info needed in the spot is the date, time and location of the event. Almost ALL the rest can and should be place on your website.
Mistake #5- Giving street addresses and phone numbers, or email addresses in the spot. Here is advice I've told clients for decades: phone numbers and street addresses DO NOT register when given over the radio (for the most part.) So stop doing it.
Instead of street address (which only the mail man cares about) give them a picture of the location (if possible.) For example "...at 5th and Main, next to the Burger King." OR- tell them to find locations on your website.
These 4 steps will significantly increase the listener's ability to grab the information as they are listening THEN be able to easily find the info later on.
Bottom line: use the spot timeto SELL the event, idea or product. THEN drive them to your website for "all the other details." THEN of course make sure those details are easy to find.
-Rick McConnell monumental@pcisys.net
(Rick McConnell is creator or the Airshow Imaging and programming package. His company, Monumental Studios is committed to ways to help Christian radio grow.)
(Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)
