Another problem is that agencies and copywriters don't always have the final say in what goes to air. Good ideas go to marketing departments who often put ego over creativity.
The problem is not always the junior copywriter given the difficult task of writing a radio script. It's often the marketing department full of people who don't write for a living, yet have the biggest say in what gets recorded.
I agree wholeheartedly that you have to work to make sure that what you write is actually interesting and relevant to your audience! All too often in business, people tend to forget who they are actually writing for (or even worse, not even know who they are writing for!) People don't care about your company or products - so find the angle that teaches them something new, or makes them consider you in a new light.
Thanks Pete. I bought 4 000 pieces of LEGO on Gumtree. I tried my own version in a management workshop - to be honest, it didn't go down too well. Any idea where I can get some guidelines on the process?
Sorry to hear that...I know only too well where you are coming from. After 25 years my entire career in magazines was made redundant, that was after I had been through two redundancies in two of the leading general and business publishing groups when entire departments were axed. Wishing you all the best!
what are you saying!that now you will tell us the truth that you subverted about zimbabwe and about zulus,xhosas and tswanas xenophobia,islamophobia,police and farmer killers and genocides!now,you will say the zimbabweans we were told were refugees were actually pawns in a scheme of much bigger things and the ones we bussed to south africa were actually mercenaries to secure,comfort and convenience whites and destabilize,frustrate,humiliate and embarrass and slaughter blacks!you`re saying you`ll now employ the plato`s language!
A most innovative service. The "emergency token" also offers peace of mind for its clients, not to mention the convenience of not having to go out to buy prepaid electricity at inconvenient times. The system is secure, in that is allows its clients to have total control of their own purchases, and the fact that there is a 24hour live support centre available to handle queries, is no mean feat in today's business environment. Prepaid24 has certainly set an impressive benchmark in the prepaid electricity industry.
Chris while in some respects you are right, I think you are making a few mistakes. Firstly last time I checked South Africa has won the Cannes Grand Prix for radio for the past 3, if not more years. That includes winning it this year, so I think the likelihood of there not been a Loerie Grand Prix can't be that high, but who knows it is so subjective. More importantly what the Cannes Grand Prix shows is that their is some good radio advertising product. Also remember one of the most successful campaigns in recent times, Steve from FNB, was a radio campaign. The problem is that there is so much radio advertising that there is also a lot of bad advertising. You are right a lot of it is not well crafted but could be better. Also frankly a bit more time spent by agencies and clients would probably end up having a better return for the client. Yes there is bad radio advertising(and some of it is really bad) but there is also a lot of very good radio advertising