By Pete Gustin
Voice Over Artist & Creative Services Director
BOSTON — “Imaging” isn’t nearly as difficult a concept to define as you might think, even when it comes to radio imaging. In fact, it’s quite simple. What is the image that you wish to portray to your listening public? Is it cool? Is it smart? Is it irreverent, connected or quirky? When done right, your radio imaging will give your listeners the overall impression that you are exactly what you tell them you are. It’s extremely powerful in fact. If you’ve ever heard the old saying “act as if”, that’s exactly what you should do when it comes to your radio imaging. Act as if you’re cool, or in this case, image as if you’re cool… and you will be.
So what happened? Why is the true art of imaging fading away? PPM consultants are breaking everything down into 15 minute segments and telling us that the most important thing to do is to get people from one block of listening to the next. So how do they propose we do this? It’s simple. Just tell the listeners what’s coming up next and they’ll stick around to hear it, Right? Maybe, but probably not. I can’t remember the last time I went to see a stand-up comic who, after delivering a really fantastic joke stopped to tell the crowd “Hey, if you liked that joke, stick around. I’ve got plenty more to come.” The show just keeps on going… until it absolutely has to stop.