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WHEN THE CLIENT INSISTS ON VOICING THE RADIO COMMERCIAL by Dan O'Day (2–CD Set)

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Product Description

No, some clients never should voice their own commercials.

Yes, sometimes they will insist and you will have no choice.

That doesn't mean you're doomed to a listless, fingernails-on-blackboard performance that will drive away listeners and doom the campaign to failure.

Radio advertising guru Dan O'Day explains and demonstrates the strategies that he and others have used to create winning campaigns even when forced to use the client's voice.

Lots of audio examples — including numerous, dramatic "before & after" illustrations!

  • The two reasons why clients voice their own spots
  • How to utilize the client's voice (regardless of the client's natural ability)
  • Interweaving the client and an announcer
  • Identifying the correct commercial message
  • Matching the client with a human sales story
  • Differentiating your advertiser
  • Helping the client enter the consumer's conversation
  • Profiting from unique-sounding client voice
  • How to make the client a star
  • Using the client's voice to establish trust
  • Working with a client who can't read a script
  • What you always must prevent the client from doing
  • How & why you must be a tough editor
  • How & why to assert your expertise
  • Strategies for avoiding the use of the client's voice
    Actual commercial examples include:
  • Service Station
  • Water Conditioning
  • Optometrists
  • Music Store
  • Printing Company
  • Car Dealers
  • Church
  • Furniture Store
  • Jewelers
  • Senior Citizens' Mobility Product
  • Restaurant
  • Dry Cleaner
  • Attorney
  • Cabinet Makers
  • Party Beverage Supplier
  • Tour Operators
  • Heating & Cooling
  • Custom-Designed Chairs

"I loved this seminar. It's going to make a big difference in my work."

"Not only did I learn how to outmaneuver the flops my sales reps make, but I also learned how a 'not-so-great' client voice can be of great use if used right!"

"Dan knows what is going on out there in the market. The most valuable thing that I learned is how to assert my expertise."

"This session opened my eyes to better ways to work with the client."

"Great advice for handling necessary evils and being able to turn them into something useful. Very real-world solutions."

"Dan knows the subject well and obviously has dealt with this challenge many times. I particularly enjoyed the examples where we heard 'before' and 'after.' I also enjoyed the examples where client involvement actually helped the spot."

"I'm taking this back to my team. The true challenges of radio at last, with some real answers!"

"One of the most frequent problems I face is that of clients insisting on doing their own spots. Dan knows what he's talking about, and he gave me practical solutions for dealing with these real issues."

"I need to share this with our entire sales staff!"

Two Hours on Two Compact Discs

Dan O'Day is radio’s commercial copywriting guru. He has taught radio stations, ad agencies and business owners in 37 countries how to create radio advertising that works — that is a profit, not an expense, for the advertiser. 


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