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I’m going to string you along for one more month before releasing the followup to my “10 Biggest Misconceptions About The Advertising Business.”

Okay, truth is I finished it almost a week ago but my trusty blueberry iMac is having some problems turning Floppy Discs into Fubar Discs! I’ve got my guy Juarez down at Kinko’s working on saving that disc though. It’s good to know someone in the technology sector! In the meantime, enjoy this piping hot bit of Dreighton Picknerian wisdom :

I Heard It On The Radio

Love it or hate it, radio is not going anywhere and I still firmly believe the real test of a writer, an agency, whoever… is their ability to transform a car stereo into a theater of the mind.

Sure, TV is “the way” and lots of buzz is afoot about whether or not the whole internet thing is going to catch on, but to this advertising professional I still say “let’s hear it on the air!” Here’s a few pointers for you fellow ad writers out there reading who want to hone your chops that I’ve picked up along the way.

Compelling Hook!

First off, you need a compelling hook. Something that’ll grab you right from the proverbial “get-go.” Think of a big announcement, like “Big News!” or “This Weekend Only!” that will catch the listener’s ear. After all, when you’re sandwiched between a drivetime dj and the latest Third Eye Blind single, you’re going to need something with IMPACT.

Don’t Sell… Yet!

Once you’ve got their attention you’d think it’s time to get right in there with the sell. Don’t fall into that trap, that’s what they’re expecting! You need to “keep them on the leash” as I’ve been known to say. (I picked that one up from my wife’s divorce attorney, HA!) Get ‘em more interested. Think of asking your listener questions that make them really relate from their own life, like “How would it feel to be able to have more money for things like a cruise or a new deck?” Certainly everyone can! So you don’t want to give away the solution just yet.

Message!

Then it’s really time to hit them with the message. The Big Idea. The life-changing, how-did-I-ever-live-without-this-knowledge moment. What you do to really push this over is let the guys in the recording booth work their magic. They have all sorts of tapes and cd’s of really incredible sound effects and music that’ll make your point be heard loud and clear! Also, they can do really incredible things with echoes and special effects on the VO guys – not just the usual “Alvin and The Chipmunks” stuff but really crazy tricks that can make someone sound like they’re in a church or the Grand Canyon! My guy at StarTrax Music has always been like my ‘Fifth Beatle’ when it comes to doing really outside the box radio.

Jingle!

And never underestimate the power of a good jingle. You don’t hear as many these days, which is too bad, because it can really help relax and make your listeners enjoy what you’re telling them. I mean hey, I can tell you that Bill Black Dodge is having a 4th Of July sale, but if I wrap it up in a patriotic anthem written just for the client, well, that translates to one thing, dear readers, and that one thing is SALES.

Name and Number! Again!

One last thing. Keep that name and phone number on the script as much as you can. I know it can sound kind of silly to hear 1-800 BLA BLAH 5 times in a row, but believe you me, this is the time to grind it in.

And on that note, time for Dreighton here to sign off. Donny’s finally taking my advice and joined a youth soccer league. I can’t wait to see the look on his face when he finds out Ol’ Dad’s not just some nerdy ad guy with a one-bedroom, but that he can hang with the jocks just like his mom’s new special friend! [dp]