Several times a week, I am on calls offering programming or performance advice that can be summarized by telling personalities and programmers to simplify content. We really need to focus content clearly or listeners just don’t understand what we’re talking about. That applies to stories, contests, games, features, and promos. In fact, it really applies to everything on the air.
Simplify Content For Stronger Results
There are dozens of good reasons to simplify content when writing and producing promos.
First, listeners don’t tune in as much as we think. Each promo has to resonate because there aren’t that many chances to make an impact.
Second, when the audience is tuned in, they are not paying much attention. Most use radio as a background medium. They’re multitasking, not hanging on every word.
And third, radio isn’t that important to them. They just won’t work hard to figure out what we’re talking about.
Put it together, and it’s clear that great promos are challenging. Messaging must be clear, yet creative.
A Clear Message
Programmer Blair Bartrem once told me:
If you can’t explain the contest, promo or game in 10 seconds, it doesn’t have a chance to succeed.
That doesn’t mean there’s a 10-second limit to make it exciting or promos should only last 10 seconds. It means the message must be simple enough to understand in a few seconds.
Personality Melanie Adams applies the same concept to air personality performance. She said:
If it takes more than one sentence to explain, nobody calls.
And that’s where radio can learn from other brands.
Apple makes complex products that are simple to use. Plug it in and it works, right out of the box. Tens of millions of dollars go into research, development, and design to make it easy for the end-user. They don’t demand you understand how the technology works.
The concepts are simple, clear, and easy to get. Their promos (commercials) are fun and exciting.
Amazon understands focus. It’s easy to shop. Type in an item, and options appear as they lead you through the purchase process. Enter a credit card and the product shows up a couple of days later. Simple.
Apply those concepts to radio promos and stations would be more user-friendly.
Clear Copy Points
Great promos start with great copy. Many promos simply try to do too much. When too many facts are crammed into a promo, it’s impossible to extract the message.
Nobody will remember all those instructions. The goal should be to demonstrate a benefit and make me want it. Then give me one clear, simple call-to-action.
How many times have you heard something like this on the radio:
Tune in at 7am to hear the title and artist of today’s winning song..and when we play it in it’s entirety during the at-work network between 9 and 5, just call in…if you’re caller #103, you win a key that might start a new car.
Wait, what? What do I do and when do I do it? What do I win? And what number do I call? Huh?
To a listener, it sounds like this:
How To Simplify Promos
Listen to promos on the air. Identify problem areas that are confusing.
Then take the next step. Follow the instructions in the call to action.
What if listeners actually try to do what is asked.
Let’s say the call to action is to visit a website for details. When they arrive, can they find it? Usually, the site is cluttered with messages that have nothing to do with what was promoted.
Disappointed, they leave, get on with their life and ignore all other messages about the promotion.
The best rule of thumb is to use the Rule of 3. Focus on one concept supported by three main points. Keep it simple.
It’s Not Easy
Focusing is hard. We think that more words make it easier to understand It doesn’t.
And that’s extra challenging because programmers don’t listen like real people. To a programmer, most promo copy seems perfectly clear. But put yourself in the listener’s world, and promos sound different.
You’ll do it like this.
Here’s a great example of The Bert Show explaining a promotion on Q100/Atlanta.
Listen to how Bert explains exactly how listeners can participate. Doesn’t it sound easy?
This is a great example of following the rule of “pretend to explain it to a third-grader.”
Action Steps
Here are 3 ways to protect against promos and contests getting too complicated:
Assign Responsibility. Make sure nobody on the team takes shortcuts or detours. Put someone in charge of simplicity. It may be worthwhile to assign the title of “Director of KISS” (Keep It Simple, Stupid). Tasks would include scrutinizing newsletters, emails, websites, and social media to make sure the message is clear.
Plan Ahead. Apple’s ecosystem of products builds on existing gadgets to make them work together. That doesn’t happen by accident. When preparing promotions, plan the next campaign before the current one ends. Then work several quarters or a year in advance. A road map helps every element have a greater impact.
Set Appointments-And Keep Them. Tell listeners exactly what to do, and when to do it. Be specific, then deliver on time. If there’s a Pay Off at 7:20, that doesn’t mean 7:23. And it certainly doesn’t mean 7:17. Keep those promises.
Conclusion
The formula for improved promo effectiveness is:
- 10% message. Make it clear and easy to act on.
- 90% story. Apply creativity to helping the audience feel the benefits.
Simplify content and make it come alive by telling the story and inviting participation in multiple ways.
