by Doug Zanger

I usually tell account pros that it’s always a good idea to “write light.” This is counter to what most people think when writing copy. Usually, an ad starts as a :70 - :80 missive. After 15 minutes of scratching out, writing (illegibly) in between lines, and developing an intricate map-like hydra of arrows, frustration ensues. What was once a very long script, is now a very messy one. When I was a production director, this was one of my biggest pet peeves. Done in front of a client, it can be perceived as unprofessional and a waste of time.

I find it much easier to add copy than delete it. Here are a few things to think about before you fill out that production order:

Word count…uh…counts
As a general rule (not one that’s in stone, just my experience)…for a one-voice spot…a :60 is somewhere around 180 words…a :30 is around 90 words. This word count assumes that the spot will be read at a fairly spirited clip but not too fast.  Individual numbers count as one word each.  Bear that in mind when looking at your copy. (more…)

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(AE Corner is a feature that highlights challenges for radio station account executives and offers some ideas and advice. If you have a question, feel free to email us, we’d be happy to dig up an answer for you.)

It can be extremely frustrating to find and get inspiration for ideas. But that’s ok. Human nature sometimes dictates that we all tend to lean on old ideas or things that have been done in the past. Take a look at automotive advertising as an example. They tend to pull liberally from each other and make efforts to mask what has already been done. Sometimes it works, sometimes it doesn’t. It may just depend on the situation and the mood of the consumer at the time. In an economy like this, the message is even more important.

Take a look at clients on your list that have creative challenges. See if there are some things that you can do in the short-term to beef up their presence. Work within the framework of your existing campaign and see if you can find a small creative thread to build from.

Then, start finding some simple inspiration on both sides of the aisle: new and old. Think about things that may have worked in the past. But be aware that this may be a dodgy proposition. In my experience, I have seen it work when the idea is:

• Nostalgic
• Highly focused
• Has a clear benefit somewhere outside of the usual suspects

If you’re looking for new inspiration, there are some old standbys like magazines, museums, newspapers, sporting events, concerts, sporting events and life happening around you. However, one of the best ways to glean new inspiration is in something you already do: talk to your client about everything but work. Find out what they did over the weekend. Chat about a great recipe you came across. Even in casual conversation, you’ll find something that sheds more light on to what your client is really about and that may help jump start the new, big idea that makes you a hero.

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