Category: Advice

Memo: Copy Copy Like This

| May 26, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — While listeners – whom your advertisers want to meet – have been disrupted, NOTHING resonates like empathy, succinctly conveyed. These examples are instructive to commercial copy we craft for local retailers, and station imaging:

“Thank you for making us part of your together.”
DQ ad, promoting drive-through service

“If you’re over mac & cheese and PB&J’s…”

Pizza Hut delivery TV commercial

Read More

Monday Memo: Weekend Warriors, Battling the Virus

| May 18, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — As the cooped-up are coping, talkers are listening. In last week’s column, a panel of weekday hosts describes the mood they’re monitoring.

This week, a panel of weekend ask-the-expert hosts describes how callers’ questions flesh-out listeners’ lives during the shutdown now easing in phases.

Read More

Monday Memo: Talkers, Listening

| May 11, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Larry King taught us that great talkers are good listeners. So I asked a quartet of our cohorts what they’re hearing.

I asked for ADJECTIVES…

… to describe listeners’ mood while we’ve all been hunkered-down.

  • Gene Valicenti gets it in both ears each day. After hosting morning drive on WPRO, Providence, he anchors top-rated NBC10 TV news at 6:00 pm. People are “in good humor,” he reckons, “but edging toward impatience.”
  • Frustrated. Suspicious” is what Westwood One’s Jim Bohannon hears. “And to a lesser extent I hear ‘determined’ (to gut it out).”
  • Understandably, “the mood is stunned and confused” in Las Vegas, hardest-hit by the shutdown. KMZQ’s Heidi Harris says people there “aren’t getting assurances on when it will end. Will they go back to work? Will their old jobs exist? No one has clear answers.”
  • Also surrounded by closed casinos, WPG, Atlantic City’s Harry Hurley describes folks there as “disgusted (with the stay-at-home order), ‘Anxious,’ ‘Depressed,’ ‘Scared’ (worried about becoming infected with coronavirus).” And like Las Vegans, “worried about whether or not they’ll be able to return to work.”

Read More

Monday Memo: ‘Three Big Things’

| May 4, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — I couldn’t resist. “3 Big Things” is a formatic radio and TV catch phrase that has – say it with me – gone viral. And while we’re coping with coronavirus, three silver linings are easily observable:

Your mortgage:

Read More

Monday Memo: Freebie of the Year?

| April 27, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Commercial broadcasters subsist on advertising by businesses, most-of-which are OUT of business now.  But as we watch television, we’re seeing local TV advertisers emulate the pertinent, tasteful way national commercials acknowledge what’s happening, and convey that “we’ve got your back;” or, simply, “Be safe.”  And radio must too.

Read More

Monday Memo: The Trump Show

| April 20, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Legend has it that – while he was willingly nudged-into running for president in 2000 – Governor George W. Bush really wanted to be commissioner of Major League Baseball.  And in his book, For the Good of the Game, Bud Selig reckons, “Had things been different, he could have been the ninth commissioner, not me.”

Read More

Monday Memo: V, L, W

| April 13, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — This week, RIGHT NOW, radio can make a difference, by flexing “frequency.”  The pandemic numbers are different in different places, and constantly changing as coronavirus hot spots light up.  But what’s happening is easily observable.

Read More

Monday Memo: Sulking? or SHINING?

| April 6, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Radio’s group owners continue to announce talent cutbacks, the bigger the company the worse the bleeding.  Not a happy time.  And not just for the on-air side.

Sales is scrambling too.

Read More

Call in Your Chips

| April 3, 2020

By Walter Sterling
Talk Show Host

 

NEW YORK — Several years ago I attended the NAB EUROPE conference in Athens, Greece with my partner Dan Mason.  At lunch I was seated next to the general manager of the #1 station in Athens.  The #1 station in Athens is a news/talk station. Their hosts often attack government policy and present pretty bawdy content.
I asked their GM about that, wondering if they were ever censored by the government.  She looked at me as though I was insane and said, “We put the government into power.  They wouldnt’ touch us.”  She owned that fact, was proud of it, and viewed that their power with the public protected her business.

Read More

Monday Memo: Smart Advertisers Relate

| March 30, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Sales managers: Come down off the ledge!  While nervous sales reps are REACTING to cancellations as the economy dives, smart sellers are PROACTIVELY turning-lemons-into-lemonade.  And canny clients are using radio to sound relevant, helpful, and like we’re-all-in-the-same-boat…

“We want to keep our people working.”

This is a commercial copy point we’re using at client stations, in spots for local service retailers.  Another empathy message pertains to restaurants, increasingly restricted to take-out and drive-thru business.  They’re really hurting; and I’ve heard several offering gift cards “that never expire.”

Read More

test