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The Five Rules of Great Radio: Rule 4 (a) [Video]

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Editor's note:This video is the fifth in a series that lays out some best-practices not only for radio in a digital age but also for marketing and advertising generally.

You're driving. Through Iowa. Endless fields of corn. Row after row of stalks the same size, the same height, the same color.

Then it appears—a majestic live oak. Towering over all the corn, it commands your attention. Not because it's an oak (they're everywhere): It grabs your attention because it's different. A standout. An outlier. The elusive purple cow.

That, actually, is like a drive through radio advertising. Sameness everywhere. Spots with the same structure, the same voices, seemingly the same music. Being the standout among all this sameness is a key to success.

But you're writing a radio spot. How do you sound different?


Easy. Don't write a radio spot.

Rule 4 (a): Sound different. (For more, watch the brief video and listen to the sample radio spot, both below.)

Radio Rule 4 (a), Exemplified (click on the arrow, below, to hear the radio spot):

Tri-Rail by SoundscapesCreativeAudio

Videos in this series:

  1. The Five Rules of Great Radio: Rule 1

  2. The Five Rules of Great Radio: Rule 2

  3. The Five Rules of Great Radio: Rule 3

  4. The Five Rules of Great Radio: Rule 4 (a)

  5. The Five Rules of Great Radio: Rule 4 (b)

  6. The Five Rules of Great Radio: Rule 5

  7. How to Get Your Creative Approved

  8. Should You Appeal to Your Audience's Right Brain or Left Brain?

  9. Dialogue Writing, Part 1: Chaos Is Good!

10. Dialogue Writing, Part 2: Where to Start

11. Think Landing Page, Not Phone Number


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Brent Walker is owner of Soundscapes, creative audio for broadcast and emerging media. Contact him by phone at 501-661-1765 or via the Soundscapes website

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  • by Klem Thu Sep 1, 2011 via web

    Wow, I haven't heard anyone explain the essential method of creative radio like this. Brent, you're right on. I'm a audio producer and voice talent, of over 30 years, and I thank you for reminding me to outside the lines more often. Thank you for your comments.

  • by Mark Thu Sep 1, 2011 via web

    Hi,

    Great piece. Can someone tell me how I can find 1 thru 4 in this series?

    Thanks,

  • by Vahe, MarketingProfs Fri Sep 2, 2011 via web

    Hi, Mark.

    You can see all articles written by Brent by clicking on his name--or use this link: http://www.marketingprofs.com/authors/1191/brent-walker

    Best,

    Vahe

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