Dan O’Day’s Radio and Voiceover Tools

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You've heard people extol the virtues of using stories in advertising. But telling a copywriter, "Tell a story" is like advising a would-be comedy writer, "Write a funny script." The most important aspect of any form of writing is understanding its structure. (And in radio commercials, that means much more than just "conflict and resolution.")

• Why "storytelling" alone isn't enough
• How effective yet inappropriate storytelling can hurt your spot's effectiveness
• Why most storytelling commercials fail (and how to make sure yours succeed)
• The key elements of storytelling
• One sure way to instantly identify a storytelling commercial that will fail. (You'll immediately want to pull a number of your own spots off the air.)
• The relationship between your characters and your listeners
• Storytelling via music
• Exactly what role the advertiser should play in the story. (Learn this, and your professional life becomes much easier and much richer.)
• How to craft your characters
• How to know which character should carry the sales message
• Showing vs. Telling
• "Soft-Sell" storytelling
• The power of Anticipatory Surprise
• Storytelling with comedy
• How and why most comedy story commercials fail
• Why good comedy spots succeed. (Hint: It's not because comedy "cuts through the clutter.")

2-CD Audio Seminar

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