Hot Spots-Great Radio Creative

This is the most important page on the website.  Everything we do in radio reduces itself to whatever comes through the speaker (or ear buds). We can make a great sale, but if the spots don’t work - nothing works. The claim that “Radio didn’t work” is usually caused by “the Spot didn’t work.”

This page is managed by me and my good friend Doren Fronterhouse. In my last GM job, Doren was our money-making, history-making Production Director.

If you need a spot, he’s the guy.  You can email, or call him at: 623.412.3939.

Welcome to Doren’s House…

Oh, God NO! NOT THAT!!!

by Doren Fronterhouse

Why the long face, Rep?

Oh……that.

You just got word that you’re going to have to start writing your own copy.

Step in off the ledge.  Take my hand.  Let’s talk about it.

This is actually good news, believe it or not.

For one thing, making creative for your own clients will bring you closer than ever to your clients.  You’ll gain a deeper understanding of their business, and yes- even experience more pride in their success.  You’ll be a vital part of that success! No longer will it be enough for you to write the order and call it a day.  You’ll be developing a skill that, if practiced often and properly, will make you the recurring centerfold in Radio Sales Monthly.

I’ve been writing, voicing, and producing creative for radio for longer than I care to remember.  And the truth is- I wouldn’t want to do anything else.  And I think once you get a taste of it, you’ll actually (gasp)…love doing it.  Making stuff is a thrill.  It’s addicting.  And you can do it.  It’s all about attitude, inspiration, vision, play, and frankly- who you are.

I believe there’s a creative spark inside all of us.  A little nugget of spirit and joy. Think that’s corny?  Shut up.  You’re hittin’ paydirt.  Don’t mock.

Think about what it takes every day just to walk around on the planet.  We all have our Bag o’ Tricks we draw on just to survive and still feel some measure of joy in our lives.  Guess what- that’s the spark. The trick is clearing away all the bad stuff inside your own head.  Making creative radio is really just taking that spark- and applying it to your client’s message.  It’s that process, grounded in emotion, that makes gifts appear out of thin air.

Taz is really high on getting me to pepper these posts with “bulleted lists” of tips and suggestions.  You know- “the list of things YOU MUST DO to do good creative” kind of stuff.  Lists are interesting.  They’re bite-size and are easily digestible.

So, I will happily oblige…

Here now- The 6 Rules To Good Creative

1.   There are not rules to good creative.

2.   Don’t even LOOK for the rules to good creative.

3.  Rules of Good Creative? Uhhhh….

4.  Arrrr, there be no Rules To Good Creative.

5.  You’ll find the Ark of The Covenant before you find any Rules To Good Creative.

6.  Anyone who even THINKS they know a Rule To Good Creative is either deluded or lying.

Get the point?

I didn’t do that to be a smart-ass.  I did it because it’s true.

How many times have you heard the old adage that a radio spot “should always start with a question”?  Probably as many times as you’ve heard that you NEVER start a spot with a question.  There are a billion little things like that free-floating in our heads that have absolutely no basis in fact or method.  They’re simply things that are tossed around to make ourselves sound like we’ve been to the mountain to ask the swami the answer to one of life’s great mysteries- where do ideas come from?

Here’s the bad news- nobody really knows.

Here’s the good news- the ideas are still there and will come if invited properly.

Good Creatives are always striving for a balance between structure and chaos in their thinking.  People who think they aren’t creative are usually guilty of letting structure win.  In one respect, structure is needed when thinking about the goals you’re working toward- what the client wants, how success is defined, whether the spot fits on your radio station, etc.  Most reps are already pretty good at that stuff.  They tend to take a very left-brained approach.

The problem is structure and rules are Kryptonite to creating good ideas.  They inhibit the imagination’s natural inclination to play.  You’ve got to take your nasty little inner critic and tie him or her up in the corner.  You cannot judge where your imagination takes you.  You’re creating.  Act like it.  There’ll be plenty of time later to refine, edit, and JUDGE.  In future posts, I’m going to show you how to do that.  But not now.  For now, I want you to throw your inhibitions to the wind.

Radio will thrive if we place IMPACT above all things.  Programming, promotions, music, talk, and yes- even SPOTS.  One of the smartest things I’ve ever heard concerning how to run a radio station is this:  When you have high ratings, ALL OTHER PROBLEMS EVAPORATE.  Amen.  Write that down.  In fact, get a tattoo.

I don’t care if I never hear the term “cost per point” again.  That’s the old way.  And look what it got us.  Be bold.  Be dynamic.  Be BIG.  That 30-second spot you’ve been charged to write?  Tackle it with the kind of swaggering gusto that makes “confident” too small a word.  Make it the best damn spot that ever lit up a transmitter.

So, when it comes to creating, if you ever catch yourself thinking things like-

This’ll never work.

This isn’t funny.

This sucks.

The client’s going to hate this.

I hate this.

I’m over my head.

I’m just not any good at copy.

I’m going to embarrass myself.

They’re going to fire me.

I won’t be able to get another job.

I’ll be broke.

And homeless.

I’m going to die underneath a bridge.

Nobody will find me for months.

(sobs)

…you’re doing it wrong.

Your inner critic has escaped.

And he must be stopped.

So, relax.  Take it easy on yourself.  You are uniquely qualified to create a great spot for your client.  Take what you know about them and have fun with it.  Don’t push.  Write.  Play.  Create.

…Or, you can always call me and I’ll do it.