Tag: "live endorsement"

Let the Talent Be Talent: 10 Things You Need to Know About Live Endorsements

| June 10, 2012

By Michael Berry
Talk Show Host
KTRH, Houston

HOUSTON – When I listen to Rush Limbaugh, I zone out during the commercials. Except, that is, when the “commercial” comes from Maha-Rushi’s lips. I’ve never heard anyone deliver a better live endorsement than El Rushbo. It doesn’t feel like advertising at all. He makes me feel it’s his personal opinion, which is why I tuned in to him in the first place. I want to know his opinion of Obama’s latest move, and I’ll listen when he tells me where to shop.

Clients pay a premium for live endorsements on radio. It has been my experience as a talk show host that they then sometimes do everything possible to undercut the effectiveness of it. So, here are my list of suggestions to ad agencies, sales reps, and yes, even clients (the people who pay our bills) as to how we, the talent, can get better results for you. Help us help you. To sales reps and talent: I wrote this in hopes you could send it to your clients, whether direct advertisers or ad agencies. Let me be the bad guy and this can be your conversation starter.

  1. Don’t write a script. Any talent that needs a script isn’t worth the fee you pay for his endorsement. If all he’s doing is reading a script, have someone else read it. Hire a professional voice, or produce a better spot. Listeners can tell when a talent is reading your ad. You won’t get results. But if he uses your good or service and believes in it, you will get results. We can sell what we like because then it’s not “selling.” It’s simply sharing what we like and it’s what we do. Make sure your endorser understands you, the individual who owns the business. If you started the business out of your garage; if you are there every single day; if you answer when the phone rings to the main line, he should note that. People want a personal touch. He should share that you have it. Read More