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ONE MESSAGE The golden rule with ID's is 'Less is more'.
A punchy, simple
ID is going to cut through to your listeners much better than a cluttered
script with several messages.
Think of a guy holding several tennis balls.
He throws them all up in the air and tries to catch them. Chances are, as
there are so many balls, he'll miss most of them.
Same guy, this time with just the one tennis ball.
He throws it up in the air. Now, there's a very good chance he'll catch the
ball.
It's the same principle with imaging. If you chuck lots of messages at your
listener all at once, chances are they won't remember a thing. For example:
"ABC Radio. Get your song on air now. Call 01234 567890, text 07123 456789,
or email
verylongemailaddress@abcradio.co.uk.com. Listen every second
Thursday of the month. ABC Radio 108 FM, 1152 AM, and online etc etc etc"
It's just too much information, tennis balls all over the place...
Try to keep your scripts to a single message. You could split
the above script into several seperate ID's.
We have a 20 word max limit on the ID's we produce. We're not being mean
with the word count, it's just that anything longer and the ID will just be
too messy.
I know you want to get value for money, so you want to use all the words
you can, but you'll get much better value by having an ID that cuts through
and actually impacts your listener.
So, when writing your scripts just remember the guy with the tennis balls.
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YOUR BRAND Whether you
are a radio station or a mobile DJ, having a consistant brand is essential.
Try to bear this in mind when writing your scripts.
For example.
"More Music Variety ... ABC Radio 108 FM"
"Get interactive now with 108 ABC FM"
In the above scripts, what is the station called? ABC Radio
108 FM or 108 ABC FM? Have ONE name and stick with it.
Being consistant with your branding will better help your
audience identify with you.
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