BullShots!

If You Aren't Closed Captioning Your TV Spots -- You Should!

noreply@blogger.com (Fred Pagano) — Thu, 12 Mar 2015 21:23:00 +0000

If You Aren't Closed Captioning Your TV Spots -- You Should!

Like many of you, even though I don't need assistance to hear my TV, I often turn on closed captioning. Sometimes there's someone in the room who's trying to read or talk on the telephone, or I want to catch all the words to a song being performed by a band on a late night talk show. Whatever the reason, I find closed captioning very useful. I think all shows should be captioned.

For one thing, it's just good business. An advertiser spends tens of thousands of dollars or more on every spot they run. A quick search on the net shows a company that will do it for $15 for a 60 second spot, so adding closed captioning doesn't add much to the cost; but the resulting benefits are many.

Here's one that excites me: Putting captions on your spots can add 10 or even 15 seconds to the amount of time your message is on the air absolutely free! Here's how it works: Next time watch TV with captions on. You'll notice some commercials are captioned while others aren't. When a captioned spot is followed by one that isn't captioned, an interesting phenomenon occurs: The last caption remains on screen through a good chunk of the uncaptioned spot that follows.

Can advertisers use this feature of closed captioning to their advantage? You bet! Instruct your captioning producer to make that last caption contain your brand name, contact info, whatever. Then let it fly. When your spot airs, that final caption can linger long after the spot has ended. And that extra linger time might just give a viewer a chance to write down your phone number or address and get you the sale.

Now imagine this: Suppose your spot is followed by one of your competitors' spots that isn't captioned. While they're going on and on about how great they are, there's your brand name superimposed right over their commercial. How's that for a kick? Talk about guerrilla advertising!

Closed captioning is also the right thing to do. It's a welcome service to those who are hearing-impaired. They'll appreciate it, and it encourages good will towards your brand, again opening the door to more sales.

It can also keep you out of trouble. Recently, there have been several lawsuits initiated against universities (MIT is one of them) that haven't been captioning their on-line courses. The argument goes that without captioning, the courses become inaccessible to the hearing impaired; that's a violation of the Americans with Disabilities Act (ADA). Nobody needs a lawsuit that can be prevented for fifteen bucks.

But without even considering the possibility of lawsuits or the goodwill captioning brings, the added exposure time for your brand makes closed captioning something a smart advertiser shouldn't pass up.

Until next time,

Fred Pagano

Brown Cow Studios creates

"High Quality Video and Sound Design at Terrific Value."

How can we help you? Get in touch with me anytime. Fred@BrownCowStudios.com

5-1/2 Questions to Ask Before Making a Video: The Pagano Video Method

noreply@blogger.com (Fred Pagano) — Mon, 08 Apr 2013 19:48:00 +0000

5-1/2 Questions to Ask Before Making a Video - The Pagano Video Method

Question 5: What Do We Want the Audience to Do?

Welcome back! We're almost at the end of our discussion of the five and-a-half questions you need to ask in order to make a great promotional video. I call it the Pagano Video Method. It works!

So far, we've created a back story, and we've learned about the company and product, established our goals, and learned something about the target audience. With all that in mind, we move on to one of the most important questions: What do we want the audience to do after viewing the video?

Until you answer this all important question I can guarantee you one thing: Your video won't get results.

For an effective promotional video, there has to be something you want the viewer to do. We've touched on it a little bit in question 3, which deals with intent, but now we want to get the viewer to take action. We've already wowed them with our story, the benefits of the product and so on. Now we have to tell them what to do.

Possibilities include...

Buy our product
Call for information
Visit our website
Tell your friends about us
Like us on Facebook
Write to Congress

You can even ask the viewer to check back next week for another video. What you want them to do is up to you, but the important thing is you have to ask them to do something. In marketing, it's known as "the call to action."

If you're doing your job well, you'll have a script that's powerful, a video that's worth watching, and you'll have given the audience lots of reasons to act. But they won't act unless you tell them what to do. Tell them!

And with that, we've covered the five basic questions in the Pagano Video Method. But there's one more -- an important yet funky half-question that we'll get to next time. See you then!

Best,

Fred Pagano

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The Pagano Video Method has worked for companies all over the world! There's only one place you can get it -- that's from Brown Cow Studios of Boston. Visit our website or call me personally at (617) 230-4019.

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Want to learn to write snappy advertising copy? Sure you do!

Download your FREE COPY of Fred's Advertising Clinic today

and learn the tricks the pros use!

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Copyright 2013 Fred Pagano & Brown Cow Studios of Boston. All rights reserved. This copyrighted article may be redistributed provided all text, credits, and this copyright notice are intact. Please let us know you've linked to us.

5-1/2 Questions to Ask Before Making a Video The Pagano Video Method Part 4

noreply@blogger.com (Fred Pagano) — Mon, 18 Mar 2013 02:05:00 +0000

5-1/2 Questions to Ask Before Making a Video:

The Pagano Method: Part 4 - Audience

Welcome back!

In our previous articles, we've looked at the first three questions in my method to producing a great promo video. As a result, we've built a back story for our product, learned about it, and decided what we want the video to accomplish.

Now it's time to learn about the audience.

Question 4: Who are you talking to?

Question 4: Who are you talking to?

Your video won't be effective if it doesn't make a connection with viewers. If it's a sales video, it won't be effective unless it addresses their needs. To connect with viewers and address their needs, you've got to know your audience -- not just who they are, but what they care about.

There's no set formula to figuring out this stuff. Although there is plenty of audience research available, determining who your audience is and what they care about takes thought and insight.

Let's do the easy stuff first. As a business person, you should be keeping data on your customers. So you probably already know lots about your customers' demographics: Their age, gender, occupation, income, and so on. Demographic information forms the base layer to your video approach by supplying key facts about your audience. If the product to be featured in your video is an expensive luxury car, then a video that appeals to high school students won't do you any good. Your video needs to appeal to people with high incomes. That's basic marketing.

Then there's psychographics -- the attitudes and beliefs of your target market. What do they believe in? Do they believe in showing off their success? Are they more modest? Do they care about the environmental impact their purchases make? Or do they just want to have fun?

Let's say the expensive luxury car that's the star of our video turns out to be the biggest car on the road, a giant SUV. From the list above, which group(s) do you think will be interested in it, and which would not? I'd say the guys who want to show off their success would be interested in the 2013 Guzzler, and possibly also those who just want to have fun. Given the car's gas consuming nature, the Greens aren't going to like it very much.

Many of the videos I produce involve heavily regulated industries. They may be my client, or my client may provide services to these industries. At the moment, I'm working on such a video, and I've been thinking a lot about the people who work in this industry. What are their concerns? How did they get into the business? And how do they feel about recent calls for even more stringent regulations?

Well, I think these people are proud of their work. They're responsible. I suspect they're quite nervous, maybe even scared that increasing regulation might drive them out of business.

So the video I'll make for my client will appeal to the audience's attitudes. We'll respect their pride, and acknowledge their responsible behavior. We'll relate to their love for the product, and even try to allay their fears.

In the end, we'll produce a video that speaks directly to the needs of the audience. We've taken the time to learn who they are and what they care about. That's step four to creating a successful video.

Next, we'll talk about The Pitch as we explore the fourth question of the Pagano Video Method. See you then!

Best,

Fred Pagano

-o-

Brown Cow Studios of Boston helps businesses of all types

tell their unique stories. What's your story? Let us tell the world.

Call us at (617) 230-4019 or visit http://www.BrownCowStudios.com.

-o-

5-1/2 Questions to Ask Before Making a Video: The Pagano Video Method, Part 3: Intent

noreply@blogger.com (Fred Pagano) — Thu, 07 Mar 2013 14:49:00 +0000

The Pagano Video Method - Part 3: Intent

In this edition of BullShots!, our multi-part series on the five questions to ask when you want to make a great video continues. These are the questions I ask my clients to consider whenever we talk about videos. I call it the Pagano Video Method.

So far, we've asked two important questions: 1) Who are you? and 2) What's your product or service? The answers help to give the video a back story or history. The back story probably won't make it into the video, but does provide useful background information that influences the message, flavor, and feel of a video.

Today, we move beyond the back story and talk about intent.

Question 3: What do you want to do?

"Well, I want to make a video!"

Of course, but to what end? In other words, what's the intent of the video? What purpose will the video serve?

Here's a quick quiz: Of the three possible answers below, which one(s) refer to intent?

I want the video to show my skill as a dentist.
I want it to show my beautiful new office.
I want people to understand why I'm the best at what I do.
I want a wedding video.
I want a video for my kids to send with their college applications.
I want a video to put on my web page.

If you answered both one and three, you're right on. The other responses don't speak to intention. Response two refers to what should be on the video. Four tells us what sort of video the client wants, but says nothing about its purpose.

Response five gets a bit closer, but it's still off the mark because it doesn't speak about the intent of the video -- it refers to the reason for making a video, but not its actual purpose. Number six is way off the mark. A video of a dog barking would suffice, but it wouldn't make sense on a dentist's home page.

But number one, "I want the video to show my skill as a dentist" and number three, "I want people to understand why I'm the best at what I do" both discuss the video's intent. That's important, because it guides us to the story of the video.

For example, the video showing one's skill as a dentist might have content showing the dentist filling cavities or examining x-rays. It might show him or her in a classroom learning the latest techniques, or might not even have the dentist in it at all -- it could be testimonials from patients. Each of these approaches fills the intent of the video, to show the dentist's skill.

To achieve the intent of number three, showing why the subject is the best at his or her profession, might show the client's trophy case full of professional achievement awards, or perhaps actually being presented with one. It could show clips from newspaper reviews or thank you letters. Perhaps it shows the client tackling a difficult problem, like designing the world's longest suspension bridge. While each of the stories is different, the intent is the same.

So before committing to an investment of hundreds or even thousands of dollars for that video for your web site, ask yourself: What do I want to do?

Next time in BullShots! we talk about your competition. See you then!

-Fred

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Learn more about my method. Call me anytime at +1 (617) 230-4019,

or drop me an email: Fred@BrownCowStudios.com

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For more useful information, be sure to visit the Brown Cow Studios website: www.BrownCowStudios.com

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Please let us know you've linked to us.

Five-and-a-Half Steps to a Great Video: The Pagano Video Method - Step Two

noreply@blogger.com (Fred Pagano) — Sat, 23 Feb 2013 04:40:00 +0000

Five-and-a-Half Steps to a Great Video:

The Pagano Video Method - Step Two

Welcome back!

In our last installment of this series, we looked at the first step in my method for creating a great video. We started by borrowing a page from the actors' handbook and began to create a back story. The back story, you'll remember, is a trick actors use to give their characters depth, personality, and the motivation that leads them to their current situation -- a moment in time we experience as a movie, play or TV show. It's the story behind the story.

Step Two: What's your product?

In this installment, we continue building on the back story by asking another key question that this time will give us knowledge about the main character in the video. That main character is your product or service: The star of the show.

What do we know about the star? At this stage, not much. From the exercise we completed in Step One we know about you and your business, but the star of our show -- your product or service -- is still an unknown. So now let's learn about your product or service.

Question Two: "What's Your Product?"

"Pizza Boxes."

I have to admit, if this were a real conversation with a real client, I'd be grinning right now. The idea of making a video with pizza boxes as the star would never occur to me. I haven't really thought much about pizza boxes at any time I can remember. Sure, I've thought a lot about the pizza. But the box? Not so much.

"So tell me about pizza boxes…"

"Well Fred, you'd be surprised at the variety of pizza boxes. They come in many different sizes and shapes."

"Shapes, you say?"

"Yes-- there are square ones, of course, but there are also octagons, round ones, and some that are wedge shaped, for single servings."

"I've never seen a round pizza box."

"They're fairly new to the market, but they're catching on. You see them more in high-end pizza restaurants."

"Why mostly in high-end shops?"

"It's because gourmet pizzas are gaining in popularity. The operators want to show off the uniqueness of their product, and one of the best ways they can do that is with a box that's unique. You wouldn't put a diamond ring in a cardboard box, and the gourmet pizza purveyors feel the same way.

"Customers like them too. And the really interesting thing is that our research shows, over and over, that just putting a pizza in a premium box means an operator can charge two, three, even five dollars more for the same pizza. Just because of the box, which only adds about 25 cents to the cost."

Eureka! We've discovered the star power of the pizza box. Spending an extra 25 cents on the box brings in up to $4.75 in extra income.

Had we not taken the time to learn everything we could about the product, we wouldn't have gotten this extremely important bit of information Is there any question that we'll be talking this fact up big in the pizza box video? You bet we will. It's a gem!

When you're planning for a video, be sure to learn everything possible about the product involved. It's the star of the show, so make sure you give it the star treatment.

Next time we mark the halfway point in the Pagano Video Method and ask yet another key question in the pre-production process: What do you want to do?

See you then!

Best,

Fred Pagano

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Don't want to wait for the next article in this series? Learn more about the Pagano Video Method and how it can help you produce great videos direct from the source. Contact Fred Pagano at Brown Cow Studios today!

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5-1/2 Questions to Ask Before Producing a Video: The Pagano Video Method

noreply@blogger.com (Fred Pagano) — Wed, 13 Feb 2013 05:01:00 +0000

5-1/2 Questions to Ask Before Producing a Video: The Pagano Video Method - Part Two

Who are You?

Question 1 in the Pagano Video Method:
Who are you?

Welcome back to my multi-part series, 5-1/2 Questions to Ask Before Producing a Video: The Pagano Video Method. These are the questions I ask my clients when they approach me about producing a video. The answers provide insight into the client's goals, needs, and purpose, and help me as the producer to make intelligent choices during the production process.

Although I'm concentrating on corporate videos in this article, the five-and-a-half questions of the Pagano Video Method can be applied just as effectively to your home videos about vacations, birthdays, and even your kids' college application videos. The five big questions are always the same.

Question 1: Who are You? (Part One)

We kick off our five-and-a-half questions with what I think is the most important question of all. It's so important that we ask it twice: Who are you? Though this question may seem simple, and you might think you already know the answer, don't be so sure. Take the time to answer it and its sub-questions completely. You'll gain valuable insight. Here's why:

When actors prepare for a new role, they often create a backstory for their characters. Although the script might describe the character Julie as "a confident, pretty, single woman in her 20s who is trying to make a living as an artist," actors know this description isn't detailed enough. They compensate for the lack of detail by creating their own story about the character they portray. This backstory could go back as far as the character's childhood and may describe where they grew up, their family, personal style, and even key incidents in their lives:

Julie is a 20-year old brunette. Most people would consider her pretty, but she wasn't always so. She grew up with a hooked nose, a rather large one at that, and it always made her self-conscious. She was a plastic surgery success story, because following the operation she had two years ago, she began to like herself more, others found her more attractive, and the dreaded "Mama Hooknose" taunts she had endured through childhood ceased ...

Wow! That's a lot of information we didn't have before. Now we know that Julie's confidence is due to an action she took two years ago -- getting plastic surgery. We also know that before the surgery her peers teased and taunted her for her funny nose. They even called her "Mama Hooknose." None of this is in the script, but it will come out in the actor's portrayal of the character.

The back story gives actors knowledge they need to make the characters come to life. It's a window into why the character thinks and acts a certain way and what its little foibles and personality quirks might be. Though Julie is a confident young woman, something inside might still bristle whenever someone tells her that she has an excellent sense of smell.

And so it is with video. To make a great video, whatever the subject matter or purpose is, we need an answer the question "who are you?" We need your back story.

So, who are you?

To answer that question, we ask more questions:

What business are you in?
How long have you been at it?
What's your primary service or product?
Who uses it?
What other products or services do you offer?
How did you get involved in this business?
Who are your competitors? The biggest? The up-and-comers? The one who most makes you nervous?
What successes have you had?
What have you done that hasn't been so successful?
What problems are there?
What opportunities exist?
What do you value? Customer service? Profits? Providing a service or product that improves people's lives? Something else?
What is your mission?
And finally, can you describe your company in fifty words or less?

You can probably think of many more questions to ask yourself that will drive you to answer the big question, "Who are you?" Ask them!

When you're done, you'll have your backstory. Though it may not overtly come into play in the video that introduces your new widget, the knowledge of who you are will be there, lurking in the background and influencing a myriad of factors that go into a successful video -- specific word choices in the script, camera angles, background music, even whether you are best served by animation or live action.

That's the first question in the Pagano Video Method. It's not limited to just corporate videos, either. You can apply my method to videos about your wedding, family vacation, Aunt Edna's 70th birthday party, or anything else.

Learn your back story. Ask the big question, "Who are You?"

Come back next week for a discussion of the next question in the Pagano Video Method, "What do you do?"

Thanks for reading!

Fred Pagano

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Don't want to wait for the next article in this series? Get it from the horse's mouth: Learn more about the Pagano Video Method and how it can help you produce great videos direct from the source. Contact Fred Pagano at Brown Cow Studios today!

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5-1/2 Questions to Ask Before Producing a Video:The Pagano Video Method

noreply@blogger.com (Fred Pagano) — Thu, 07 Feb 2013 16:33:00 +0000

5-1/2 Questions to Ask Before Producing a Video: The Pagano Video Method

I love my business of creating great videos and sound designs for business. It's hard work, and I often put in long days and work well into the night. But I love it, and that's why I do it.

It can be frustrating sometimes, however. One of the biggest frustrations is when my client's aren't clear about what they want in a video. Sometimes the only thing they know is that having a video is a good idea. They're not sure of the message, the desired result, or what they'll use it for.

They depend on me, a creative professional, to flesh out the answers and get them on the right track.

In response, I've developed a set of five-and-a-half questions -- they're part of what I call the Pagano Video Method -- that every client should answer at the beginning of a video project. Together, these questions create a roadmap to a successful video. They cover everything from the basic purpose of the video to its style and flavor. They help crystallize ideas, generate new ones, and lay the foundation for scriptwriting. One of these questions is so important that we ask it twice -- or one-and-a-half times. You'll find out why later on.

When the answers to the five-and-a-half questions are clearly thought out, the direction of the video becomes clear. We've got the information necessary to begin production of a great video that accomplishes its purpose. By this stage, things are often so clear that the video almost writes itself.

The end result is a more effective video and a happier client.

So, what are the five-and-a-half questions?

1. Who are you? (Part One)

2. What do you do?

3. What do you want to do?

4. Who do you want to do it?

5. How do you convince them to do it?

5-1/2. Who are you? (Part Two)

They sound pretty simple, don't they? They are, but they're powerful too. Because without clear answers to these questions, its nearly impossible to create a video that works.

Over the next few weeks, we'll look at each of the five-and-a-half questions that constitute the Pagano Video Method in depth. We'll look at some real-world examples and scenarios, and put the method to work creating a mock script.

Come back next week for the first question in the series ... "Who are you?" It's not as simple as you might think. In fact, we ask it twice ...

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Don't want to wait for the next article? Learn more about the Pagano Video Method and how it can help you produce great videos direct from the source. Contact Fred Pagano at Brown Cow Studios today!

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Brown Cow Studios produces high quality video and sound designs. To learn how we can help you, visit www.BrownCowStudios.com

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(c) 2013 Brown Cow Studios of Boston -- All rights reserved.
This article may be redistributed provided all content and copyright notice is intact. Please let us know you've linked to us.

Why the Suicide of Aaron Swartz Matters to You

noreply@blogger.com (Fred Pagano) — Fri, 01 Feb 2013 16:38:00 +0000

Why the Suicide of Aaron Swartz Matters to You

This is a bit off topic for this blog, but I think it's an important issue that deserves the space.

Aaron Swartz, you may recall, is a computer hacker/internet rights crusader who was prosecuted for allegedly stealing electronic documents from JSTOR, an online storage system for scientific papers.

Swartz made amends. Having returned the documents he'd taken to JSTOR, that organization had no interest in taking action against him, nor did MIT, whose internet servers Swartz intercepted to do the deed.

Despite this lack of interest in the case by the wronged parties, the Federal government prosecuted anyway. Swartz was charged with 13 felonies, faced over $4-million in fines, and was facing a 50-year prison term.

Rather than face prosecution, Swartz committed suicide on January 11, 2013.

That's the background story. Simon Dumenco, writing in the January 21, 2013 issue of Advertising Age makes a great case for why Swartz's needless overprosecution affects you, me, and everyone. Please follow this link to the AdAge site to read it:

Simon Dumenco's Editorial on Aaron Swartz's Suicide

Remember: The parties he supposedly wronged had no interest in his prosecution.

Promote your company with a special event

noreply@blogger.com (Fred Pagano) — Wed, 09 Jan 2013 05:30:00 +0000

Promote your company, organization or service...

Create your own special event

Now that the holidays are over and the weather is cold and getting colder, most people are looking for something to do. That makes it a great time for you to create your own promotional event.

Back in my radio days, I remember a local applicance and furniture dealer, Ruby Furniture, that did this every February. They called it "Feb-RUBY-ary". Kind of a stretch when you see it in writing, but it sounded good on the air. They'd have special sale prices on merchandise, naturally, and also games for kids to play, special prizes, and free hot dogs too.

Feb-RUBY-ary created a buzz for the store during their slow season, and the campaign brought people into the store. The store realized a nice sales increase too.

So what's your special event going to be? It could be as elaborate or as simple as you want. Give it a catchy name, organize it well, and see what happens. It need not be expensive.

For example....

Free pancakes every morning for a week.
Have a professional juggler walk through town juggling down your prices.
If your business is food related, bring samples downtown and feed the people! Hot cocoa on a cold day would surely be appreciated. So would a hot bowl of chicken soup!
Similarly, you could also arrange a tie-in with a local event. There's a Starbucks truck that gives away free coffee during our town's Christmas tree lighting.

Put your creative thinking hat on. I'm sure you'll come up with dozens of ideas. Let us know what you cook up!

For creative video and audio production that builds business come to Brown Cow Studios of Boston.

How can we help your business grow? Get in touch!

Your links to this post are appreciated!

Use this link:

http://browncowstudios.blogspot.com/2013/01/promote-your-company-with-special-event.html

Best TV ad of 2012

noreply@blogger.com (Fred Pagano) — Wed, 02 Jan 2013 22:21:00 +0000

Our vote for best ad campaign of 2012

But first...

Happy New Year to all!

All of us at Brown Cow Studios wish you a happy, safe and prosperous new year. We hope all our friends and readers will enjoy the best life has to offer!

For us, it's been a busy end-of-year. Thankfully, we've had many exciting projects to do.

Now that things have quieted down a bit, we plan on getting back to our once-a-week posting schedule. As always, if you've got any requests, let us know.

Thanks for your support!
Fred Pagano

So... what's the best TV ad of the year?

We vote for Jello Pudding, and their Mayan apocalypse campaign that aired in late December. Brilliant! It had all the makings of a great campaign for TV, and with Facebook tie-ins, tweets, and all the rest, it was a great social media campaign too. Fun, interesting, and something you just gotta talk about with your friends at the water cooler, this campaign generated tons of buzz for the cool, creamy dessert we all love.

Here's the first of the Mayan Apocalypse Jello ads:

Of course, the world didn't end. Was it because of the pudding?

See ya next time!

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Brown Cow Studios of Boston helps to grow business with high quality audio and video production for the web, radio and TV, trade shows and more.

How can Brown Cow Studios help you?

Your links to this blog are appreciated!

The Big Secret of Reviewing Demos & Sizzle Reels

noreply@blogger.com (Fred Pagano) — Mon, 01 Oct 2012 15:11:00 +0000

The Big Secret of
Reviewing Demo & Sizzle Reels

People who aren't used to hiring creative talent will often spend an inordinate amount of time looking for just the right voice, attitude, delivery or graphic for their project. They hope to find an exact match to their own idea of what their bit should look and/or sound like. The exercise ends up in frustration, because after reviewing hundreds of demos they still don’t find it.

They never will.

The key to looking at samples from people who work in the creative industries – designers, layout artists, videographers, producers, animators, voiceover artists and all the rest – isn’t in finding an exact match. It’s about finding a spark.

Often, I see requests for videos that look exactly like the one on some website, or for talent that sounds just like James Earl Jones, Denis Leary, and Mike Rowe. As I read these requests, I can't help thinking that if they want James or Denis or Mike so much, why don't they just hire them, or get the producers who made the video?

Many of my colleagues won’t submit demos for these gigs because they know it’s unlikely they will be hired, and if they do get the gig it will be a difficult job. Nobody can sound exactly like James or Denis or Mike. Hence there will be endless retakes and loops, and after it all the client still won't be satisfied.

The fact is a guy could have the greatest pipes in the world, but he'll never sound like James Earl Jones because God only made one James Earl Jones. The same goes for any creative type -- there's only one Picasso. Only one Fred Pagano, too.

The key is to analyze what it is you like about their work. Until you know that, you’re not ready to review demos.

James Earl Jones is deep and authoritative, not funny, edgy, sick or friendly. He's a little scary too. That's his specialty. My old friend Denis Leary isn't deep-voiced, but he's edgy. His voice portrays a coolness that’s touched with annoyance. You get the feeling he’s tired of all the everyday BS. Mike Rowe is friendly and honest. Not scary, not edgy. He's every man who works hard at his job. You want to have a beer with him.

But don't ask Mike Rowe to do Darth Vader, or ask James Earl Jones or Denis Leary to play with someone's poodle on a Ford commercial. As Denis would probably say, the result will suck. And interestingly, both Mike and Denis do spots for Ford Trucks, but they're totally different in concept and feel.

So to find the perfect talent – whether to produce a video or a voiceover, first figure out what you like about some of them. Is it the sound of attitude, youth, experience, hipness, or honesty that you want? Do you want a video with flashy lights and pretty colors, or one that solidly portrays the word bank? Only then are you ready to review demos.

Don’t expect to find an exact copy of your role model. Instead, watch for demos from artists and producers whose work contains a spark that corresponds to your vision. You may have to dig deep, but somewhere in the pile is the voice that says the word “banana” in exactly the same way you want to hear “Joe’s Fish Market.” Somewhere you’ll find the video producer whose demo of a basketball morphing into an ice cream cone is exactly the same as your idea of a tuna turning into a toothbrush. Reach out to these talents, because they're the ones you want.

Then communicate. Explain your concept, feel and attitude; the look you're going for. Your artist will either get it or not. If they don’t get it, move on to the next. Eventually, you will find the producer who gets it. When you do, you’ll be on your way to a production piece that sparkles.

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Want voiceovers and videos that make you sparkle?

You've come to the right place: Brown Cow Studios of Boston.

Drop Fred Pagano a line to learn more. Fred@BrownCowStudios.com

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Thanks for reading.

Your comments and links to this article are appreciated!

Have a great day!

Great News!

noreply@blogger.com (Fred Pagano) — Thu, 20 Sep 2012 14:53:00 +0000

We've Got Great News to Share!

Hi kind readers...

I hope you had a wonderful summer. Summer is still with us of course, but here in New England we can feel a definite chill in the air developing. Already the scent of firewood is in the air! Evenings curled up under our "Cozy the Cow" blanket with mugs of hot chocolate are sure to come soon.

Meanwhile, we've got some great news to share with you!

Brown Cow Studios of Boston has been selected by one of the largest and most profitable websites in the world to produce a promotional video and still photography for an upcoming campaign. This site gets over 1.25-million hits every day, and our videos and stills will be featured on their redesigned home page. Details of the project are confidential until the new page goes live on the web. But we can tell you that we're very pleased and excited to have this great site as a new client.

We begin shooting this weekend. As I used to say back in my TV days... "stay tuned for details!"

Thanks for reading and have a great day!

-Fred

Brown Cow Studios of Boston produces high-quality video and sound design for businesses around the world.

From creative services to production and distribution, we handle it all.

Get in touch with Fred@BrownCowStudios.com to learn how

we can help your business become more profitable.

Your comments and links are appreciated!

Brownie T. Cow's FavoritesPart 2: Free Stuff!

noreply@blogger.com (Brownie T. Cow.) — Thu, 23 Aug 2012 14:30:00 +0000

Brownie T. Cow's Favorites

Part 2:Free Stuff!

by Brownie T. Cow

Hey there!

It’s me, Brownie T. Cow with another installment of my favorite links. Cool places to visit when you want to surf the web and learn something too!

Let’s get started...

Free E-Books!

Project Gutenberg has over 40,000 E-books that you can download and read for free on Kindles and other devices. Project Gutenberg is staffed by volunteers who do all the page scanning, converting and proofreading. The books cover every subject imaginable. I found five about cows! Moo!

Project Gutenberg: http://www.gutenberg.org/

Free Audio Books!

On the other side of the e-book world is Librivox, another all-volunteer organization. Librivox volunteers record audio books in mp3 format that you can download and listen to on any mp3-compatible device. Or, you can do what we do, and burn them onto CD and listen in the barn. Fourteen versions of Robert Louis Stevenson’s The Cow!

Librivox: http://librivox.org/

Free Videos and Music!

Check out the Internet Archives. You’ll find a ton of stuff that’s in the public domain. Old movies, historical footage, and fan recordings of concerts by great artists and top groups like the Grateful Dead, Smashing Pumpkins, and my personal favorite – the COWboy Junkies!

The Internet Archive: www.archive.org

That ought to keep you chewing cud for a while! Thanks for reading, and let us know what you think. (Link to us too!) More to come next week.

Love,

Brownie T. Cow

BullShots! is published weekly by Brown Cow Studios of Boston,
creators of "High-Quality Audio and Video at Terrific Value."
To learn more, please visit the Brown Cow Studios website at www.BrownCowStudios.com

Brownie T. Cow's Favorites -- Spots, Links, and Other Cool Stuff!

noreply@blogger.com (Brownie T. Cow.) — Thu, 16 Aug 2012 00:39:00 +0000

My Favorite Spots, Links, and Other Cool Stuff!
by Brownie T. Cow

Hi all!

Brownie T. Cow here, doing the blog while Fred takes a few weeks off.

Don't know how it happened, but it's almost the end of summer, and these are really lazy days around the Brown Cow Studios Production Barn. Temps in the 80s, lots of humidity, and all we really wanna do is watch bull riding and hang out at the beach.

But the blog, Brownie, the blog!

So moo! Here's what I'm gonna do: A look at some of my favorite ads, websites, farm animals (what do you expect from a cow?) and other cool stuff that we hope you can use and enjoy too.

I’ll be back with more next time. Fred returns in a couple of weeks, probably with something very useful yet uninteresting to us cows. You know, topics like “How to Maximize Your Time-Base Corrector” or “Use a No. 40 Rectifier for Fun and Profit.” Moo! What’s that guy thinking? I think he needs more grass in his diet.

Anyway, I hope your summer is great. Go graze in the pasture – you’ll enjoy it!

Love,

Brownie T. Cow

Cool Spot: Zombies Invade New York.

This is for the NY Lottery. Pretty good, but more cows would make it better!

Cool YouTube Channel: Adam the Woo

Adam the Woo is an urban adventurer. He visits what’s left of pop culture icons long after their demise and shows us the wreckage -- places like abandoned theme parks or the locations where once-popular movies were shot. Often he takes us behind the scenes to show us what lurks behind locked doors. Sometimes creepy, sometimes hilarious, but always interesting!

Adam the Woo's YouTube Channel

Here's Adam's video of his visit to Ghost Town in the Sky, one of my favorite places because they have COWboys!

Ghost Town in the Sky is back in business, by the way. Go visit the Ghost Town in the Sky website.

Seventeen Videos About a Cow! Dkany's YouTube Channel.

You think us cows are just hayburners? Well check these videos about good buddy Herbie the Cow, who ran away from one of those places cows don’t like to be! Go Herbie!

DKany's Videos About Herbie the Cow!

Cool Radio Station in the Catskills: WRIP-FM

Back in his radio days, Fred used to work with WRIP’s morning personality, Joe Loverro (6-9 am Eastern Time). Here’s a link to listen live:

Listen to WRIP-FM's Live Stream

Cool Tech Site: FlashKit

This site is aimed at cows and people who develop Flash programming and animation, but there’s lots of cool stuff on here anyone can use like music tracks and sound effects. It’s a great resource.

Visit FlashKit.com here.

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Was this helpful to you? Did you enjoy the links? Please let us know! Your comments and links are always appreciated.

---

Brown Cow Studios produces high-quality and entertaining audio and visual programming that drives in business. How can we help you? Get in touch with Fred Pagano today!

Five Questions to Ask Before Becoming Your Own Spokesman

noreply@blogger.com (Fred Pagano) — Tue, 07 Aug 2012 14:32:00 +0000

In BullShots! last week we shared five reasons to appear in your own advertisements. But as we said, thoughts are divided on the subject. So this week we present the flipside of being your own spokesman. Answer these questions honestly before you decide:

Five Questions to Ask Before You Appear in Your Own Ads:

Which would you buy from this guy?
Dog food, a used car, or a submarine?

Are You TV and Radio Friendly? It would be great if we lived in a world where we were all judged on our inherent abilities and goodness. But alas, that’s not the case, and in this world image and appeal count. This applies not just to physical good looks, but to manner of speech and general demeanor. Any accent, regionalism, or speech impediment can work against you. Do you seem honest? Trustworthy?
Is it Ego That Drives the Decision? Agencies and spot reps know the best way to appeal to a client with a big ego is to urge him to do his own spots. We all want to be stars. A lot of crummy advertising results from this sort of pitch. It’s a disservice to the advertiser, and it’s a disservice to the advertiser’s business. If you do decide to be your own spokesperson, give a lot of thought to your motivations.
Do You Look the Part? This isn't a looks question, it's a casting question. Although you may be the best speaker and best looking person in the world, you still may not be the best choice to relate to your target customer. Do you look the part? Are you selling expensive cars but look like a longshoreman? Are you the supermodel type trying to sell dog food? Or are you an electrician who looks like an electrician?
How Does it Affect the Long-Term Value of Your Business? Let’s say you build a very successful business acting as your own spokesman. Now it’s time to sell and retire. What is the new owner going to do about advertising? Your face is connected to the business, and you won’t be around any more to pitch it. The new owner will have to make a substantial investment to overcome the lack of your involvement, and the business may be worth less because of it.

A great example of this is Jordan’s Furniture, a Boston area chain. For years, the Jordan brothers appeared in their own radio and TV spots. Eventually time came to sell out, but the business was so strongly linked to the brothers that the new owner was forced to keep one of them on the payroll, just as spokesman. What’s going to happen when there’s no more Jordan associated with Jordan’s furniture?

A nationwide example: Bob’s Discount Furniture. Bob is smart, however – he’s already preparing for this by turning himself into a cartoon character. But is that really the way you want to go?

What are You Really Selling? Sorry, but it’s true: People don’t care about you. They care about the washing machine, tv, computer or storm windows you’re selling. They want to know about features, price, and value for their money. You might be a pleasant guy or gal, you might have a beautiful family, but people don’t buy refrigerators because of your kids – they buy them because they keep food cold. Unless you’re a politician, keep your family out of your ads, and keep yourself out too. And frankly, a lot of politicians would do well to stay out of their own ads too.

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Who do you think does the best job of being spokesperson for their own company? Who does the worst? We’d like to know, so please comment on this article. Your Links and Likes are appreciated too!

---

Brown Cow Studios of Boston produces attention-getting videos

that grow your business. How can we help you grow?

Get in touch with Fred@BrownCowStudios.com

Five Reasons to Appear in Your Own Commercials

noreply@blogger.com (Fred Pagano) — Mon, 30 Jul 2012 15:06:00 +0000

Turn on your radio or watch TV tonight and I guarantee you’ll come across a plethora of spots in which the owner of a business acts as his or her own spokesperson.

Thought is divided on the topic – there are solid reasons to do your own pitch, and reasons that are just as solid for not being your own brand ambassador.

In this week’s article, we take a look at five reasons why it’s a good idea to appear in your own commercials.

Could you be this guy?

1. Enthusiasm and sincerity. It’s your company, your brand, your service, and your success on the line. If you truly believe in what you’re doing then nobody can talk about it, explain it, or sell it as well as you. Nobody else will appear as sincere or enthusiastic about it as you will, and your enthusiasm will perceived by the audience and motivate them. Example from the past: Victor Kiam's "I bought the company" spots for Remington Shavers.

2. Credibility. There’s a reason why lawyers do their own spots. The most important tool a lawyer has is credibility. Lawyers who advertise on TV have one strike against them already -- advertising on TV for years has been frowned upon by the legal profession, and many people who see ads for attorneys who specialize in personal injury cases laugh at them. That is, until they have their own accident. Then it’s the attorney who seems most competent and experienced they call. In the Boston area, Attorney Jim Sokolove does a pretty good job of appearing competent and serious. (Here is a Jim Sokolove TV spot.)

3. Personality. If you’ve got a big personality then doing your own spots is a natural. Every brand has its own personality, and if you’re the kind of guy or gal that people are naturally drawn to, that personality might as well be your own. This is great for car dealers like Ernie Boch (Senior was better at it than Junior is, but Junior is coming along.) (Here's a vintage Ernie Boch spot from the '60s.)

4. You can’t quit. You won’t be threatening to quit if you don’t get more money. When a company uses a paid spokesperson it’s public image is tied to that person. If the spots are successful at promoting your business it’s a safe bet that your public spokesperson will be wanting more money for the next go-round.

5. Cost. This is simple. It’s cheaper to do your own spots.

When it’s time to plan your next ad campaign, think about your intent – how you plan to portray your product, service, or company. If you’re up against cost issues, or you need to establish credibility, sincerity, or a personality for your brand, appearing in your own advertisements might be the way to go.

Next week we’ll take a look at the other side of the coin and look at some good reasons not to star in your own commercials, so please check BullShots! next week.

Who’s your favorite TV spokesperson? Let us know! Your comments and links to this blog are appreciated! Thanks for reading BullShots!

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Brown Cow Studios of Boston produces radio, TV and Internet commercials

that establish brands and drive in business.

How can we help you? – Get in touch with Fred Pagano today.

Video Needs an Emotional Connection

noreply@blogger.com (Fred Pagano) — Mon, 23 Jul 2012 13:29:00 +0000

My favorite TV show of this year's spring/summer season has to be The Next Food Network Star. Last night the winner was announced, and while watching I found myself so invested in the show’s characters that I was moved to tears.

I don't usually do this, but throughout the season I found myself logging onto the Food Network website and voting for young chef, Justin Warner.

Justin's back story about his deceased father’s mentoring and encouragement to follow his own unique drummer struck a powerful chord in me. As I heard him tell of his father's influence I found myself getting teary eyed.

But Justin wasn't the only Food Star contestant to move me. Another, Yvan Lemoine, moved me with tales of his immigrant family gathering food from dumpsters behind supermarkets. "We would peel off the outer leaves and eat the rest — and I thought it was fun! It was like a game," he said. "And now I'm on Food Network Star!"And I thought my life was tough ...

Jake Harris of the FV Cornelia Marie

Here's another example, this time from The Deadliest Catch. The character that moves me: Jake Harris. Drug problems. Rehab. When his father passes away, he and his brother try to carry on the family tradition of crab fishing. Since neither is a qualified sea captain, they hire a skipper and work for him — even though they own the boat! But it's bad fishing and clearly the hired captain is a bad fit, so the brothers let him go. The captain's final act? Revenge! He calls the police on his former employer and tries to get him arrested for drug possession.

Every episode, my heart goes out to Jake. I want him to triumph!

Great shows, both, that do well in the ratings. Compelling. Involving. Powerful entertainment that hooks us right in.

So what's my point? It's that great video has to tug on our emotions. Whether you love the characters or hate them does not matter. What matters is that you get emotionally involved. Any video that can reach us on such a deeply personal level is sure to be a success.

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How do your videos make an emotional connection? Your comments and links to this page are welcome and appreciated!

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Need to make an emotional connection to your viewers? We can help!

Contact us at www.BrownCowStudios.com to learn more.

Out of Season? Then Think Out of the Box!

noreply@blogger.com (Brownie T. Cow.) — Tue, 17 Jul 2012 19:35:00 +0000

Last time in BullShots! we talked about the effectiveness of advertising during the off season. This week, we'll take a look at some possible campaign ideas.

Off-season advertising campaigns lend themselves easily to humor. The disconnect between the current season and advertising something unseasonable sets up a situation that's ripe with possibilities. Although not all off-season campaigns need to be humorous, humor is a great way to avoid annoying your audience.

What does Santa do in the off season? He plays golf!

For example, we've all had the conversation in which a friend tells us that she's been to a certain store, and by golly, they've already got their holiday merchandise up -- and it's only August! Everybody shakes their head and wonders "what is this world coming to?" The store seems greedy.

But had the store added a touch of humor -- maybe putting out signs or tent cards with a little joke about Santa running out of room so he asked us to hold on to some things for him -- the result would be different. The joke would become the topic of conversation, not the retailer's greed.

You can use a serious approach too. For example, here in New England there's not a lot of home remodeling going on during the winter. January just isn't the best time to rip out all the doors and windows! But it might be a great time to generate some new business. Perhaps mention that drafty window that's bothering them right now, and that they don't have to put up with it. "Why not book with us now and put a stop to the chills!" Or, make a special off-season offer: "Book now and we'll save you 20% ... and, you'll be first on our list come Spring." It's a good deal and I bet you'd get a lot of takers.

A winter business, such as a ski shop or resort can apply the same techniques. Why wait until ski season starts to tell the audience about the improvements you're making to Bunny Hill? Tell them in the summer, and get those dedicated skiers excited about how great the coming season at Bunny Hill is going to be. "Hey skiers, we just wanted to let you know that we're hard at work making Bunny Hill better than ever..." Just keep it light. Off-season ads aren't the place for the hard sell.

Educating your customers can work too. A bike shop might talk about new models and features that manufacturers will introduce next bike season.

A public service campaign is a great way to keep in the public's mind and do some good at the same time. A seasonal specialty shop might offer safety tips: "When your kids are walking home from a friend's house at night, make sure they carry a flashlight so they'll be seen by oncoming cars. And by the way, this fall your spooky friends at Halloween Scene will have the most ghoulish flashlights and lanterns you've ever seen...." Maybe Dracula should be doing the voiceover for that one?

One of my favorite promotions was done by a tavern in a resort area. They did most of their business during the summer, and most of that was over the Independence Day holiday. Another holiday during the summer would be great for business. So they decided to host a New Year's Eve party -- in August! Complete with hats, streamers and noisemakers, they did a pretty good business that night as we all counted down "10...9...8... Happy August 17th!"

Keeping your seasonal business front and center in your customers’ minds during the off season can be tricky, but it is good marketing. There is always a way to do it. Just get your creative juices flowing, think out of the box and have fun with it.

Was this article helpful to you? What ideas have you come up with for your own seasonal business? Need help? Let us know! Your feedback and links to this page are always appreciated (just let us know where to find the link). Thanks!

Ski Vacations in July!

noreply@blogger.com (Fred Pagano) — Mon, 09 Jul 2012 19:12:00 +0000

Yes, it's that time of year again. Temperatures across North America are in the 80s and 90s. Girls in mini skirts ... guys in shorts. Flip flops, cookouts and watermelon. It's summer time. And you know what that means...

It's time to start booking ski vacations!

Why don't roofers advertise when it's snowing?

Many businesses are seasonal in nature. Swimming pool installation, home remodeling, and beach resorts are just a few examples. Most of these seasonal enterprises spend the majority of their advertising dollars during the high season, which is entirely reasonable. After all, the time to sell new roofs is during the summer, when the weather is good and putting them up is easy. So, we don't hear a lot of roof installers advertising in December, just like ski resorts don't advertise in July.

But maybe they should.

One of the hazards of seasonal-based advertising is the tendency for customers to forget you during the off season. After hitting them with your message all season long, suddenly your advertising disappears. Customers forget you. And when it's time to start your next high-season ad campaign, it's just a little bit less effective, because you have to re-educate the consumers all over again: Who are you? What do you do? Why buy from you? After all, your customers have had six months, and maybe longer, to forget you!

That's why off-season advertising should be part of your marketing mix. Odds are good that yours will be the only swimming pool company that's advertising in January. As a result, you'll have the market to yourself. Second, you'll continue to build important brand awareness throughout the off season; customers won't forget you. Third, it can save you money if your off season coincides with the media's off-season: There's plenty of discounted ad inventory available in January after the holiday ad rush is done.

And finally -- this is a big one -- you might just be lucky enough to generate some cash flow when you need it most.

Next time in BullShots! we'll talk about some possible off-season campaign ideas for TV, radio, and the net. Meanwhile, answer this question for me: If I book my ski vacation now -- in July -- how much will you save me?

Off-season advertising is easy with Brown Cow Studios!

On the web, TV or radio, we've got great ideas to keep you first in your customers' minds.

To learn more, get in touch with us at (617) 230-4019, or send Fred Pagano an e-mail message.

Match Your Imagery to the Clients You Desire

noreply@blogger.com (Brownie T. Cow.) — Mon, 02 Jul 2012 04:00:00 +0000

In last week's edition, I wrote about matching your style to the industry niche in which you operate. We continue the theme this week with a discussion of how to match imagery to attract the clients you desire.

All images have meaning, and they mean different things to different people. A photograph of a luxury car has a different meaning than does one of an economy model. Though both cars, the intrinsic messages are different.

The same is true for video clips and even the written word. You can call your pet a pussycat, or you can call it your "house lion." Though logically, both refer to the same animal, there's a difference in meaning. You'd expect the "house lion" to be a hunter on the prowl, wouldn't you? Not so much for a pussycat.

When creating videos or print ads, imagery must be carefully chosen to match the audience's mind set.

I was recently discussing plans for a new series of videos with one of my clients. We talked about imagery and how to appeal to the clientele he wanted to attract. We knew that people attending the local community college would have less need for his college planning service than those who would attend an expensive private university. Once we made that determination, choice of images to use in his video was easy -- we needed shots of kids graduating from Ivy League schools. Shots of middle class families were important as well. The idea was to include footage that his target clientele would relate to.

Take a look at the two photos of industrial sites on the left. Though both depict factories on a lake, the intrinsic meanings of the images are vastly different. Which factory would you rather live near? Why?

So when you're developing your next project, remember to match the imagery to your target market.

Brown Cow Studios of Boston specializes in producing high-quality

targeted audio and video content.

To learn how we can help your business be more successful,

get in touch with Fred Pagano at (617) 230-4019.

Match Your Style to Your Industry!

noreply@blogger.com (Fred Pagano) — Mon, 25 Jun 2012 04:01:00 +0000

The other day I saw a freelance job posting online. The poster wanted someone to produce a video to promote his business. As an example of what he wanted, he cited the cartoon style that Epipheo.com has made popular. So far, it sounds great. Those Epipheo cartoons are quite entertaining.

But there’s a problem: The man seeking the video is a lawyer. One who represents businesses before the state licensing commission.

Is this appropriate?

I don’t think so. Using a cartoon to advertise a law firm undermines everything that a law firm stands for: credibility, reliability, authority, and trustworthiness.

Perhaps if the lawyer represented clients involved in animal welfare – veterinarians or pet shops perhaps -- a cartoon style ad might work. But for one representing business interests with tens of thousands, perhaps millions of dollars at stake? No way. These are serious clients, with serious amounts of money at risk. They need a lawyer who’s serious too.

The point is that you must match the style of your advertising – whether radio, TV, print or on the web – with the style of your business. Live action would be a much better choice for the lawyer. Or a question and answer interview format. Anything as long as it shows us, as potential clients, that he knows what he’s doing.

I’ll say it again: Match the style of your ads to your industry.

Bullshots is published by Brown Cow Studios of Boston.

Get High Quality Sound and Video Production from Brown Cow Studios of Boston!

Visit us at www.BrownCowStudios.com

We're Back ... and Have a New Name Too!

noreply@blogger.com (Brownie T. Cow.) — Tue, 19 Jun 2012 15:31:00 +0000

Hi readers,

Sometimes things just slip away from us. Unfortunately, one of those things that slipped away over recent months was the upkeep of BullShots!

Sorry about that!

Anyway, we're back, and we hope to be a bit more diligent about posting.

You might have noticed we've changed the name of the blog to BullShots! Kinda funky I think. But don't worry, my vocal opinion isn't gone! You can expect me to be just as cantankerous a cow as I've always been. Now Fred ... I don't know about him. He's a busy guy.

So here's the deal.... If there's something you'd like me, corporate mascot and all-around beauticious bovine, Brownie T. Cow to write about, let me know. If you have questions about anything, post 'em. Comments ... Recipes (especially for milk products!) ... The solution to what to do with stale donuts. It's all good!

So get in touch! We'd all like to hear from you. Especially Fred. He gets lonely working all day in the studio. Moo!

Love,

Brownie T. Cow

Fred's Advertising Clinic Part 6: Putting it all together

noreply@blogger.com (Fred Pagano) — Tue, 18 Jan 2011 22:05:00 +0000

Fred's Advertising Clinic Part 6: Putting It All Together

Now that we have an understanding of the basic formula for creating an ad, in this installment we'll put it all together and create an ad for -- you guessed it -- Dry Erase Markers.

For this ad, we'll take a slice-of-life approach. I like these sorts of ads because they're interesting, take a light approach, and they can be used to educate consumers about the product's benefits without being preachy. Remember, though, that you can use any approach that is appropriate to your product.

Step one: Get Attention

We'll use some sound effects to grab the listeners and add interest. We'll also set up a scene to which they can relate.

Step two: Build Interest

Our scene is a friendly one in which two coworkers - they obviously get along well and are supportive of each other - are talking about the big presentation. One of them is just a little nervous, because it's the most important presentation she's ever given.

Step three: Build Desire

Desire for Dry Erase Markers is built in two ways. First it demonstrates how the markers helped rescue one of the coworker's previous presentations. There's also a subtle endorsement of the markers by that character. This endorsement builds desire for the markers in both his coworker and the listening audience. It's a double hook.

Step four: Action

So that the scene between the colleagues maintains credibility, we bring in an anonymous announcer to make the action pitch. It has two parts: "Save your next presentation with Dry Erase Markers" (which is code for "save your job" and drives home a very important benefit of using them), and the announcer gets us to act with the phrase, "get them at your nearby office supply store."

Here's the script:

Sound Effects: Office sounds, typwriters, telephones, etc.

Coworker: Hey Sally, you ready for the big presentation this afternoon?

Sally: Yeahhhh...but I'm a little nervous about it.

Coworker: What are you nervous about?

Sally: It's the biggest presentation of the year! What if I blow it by making a mistake? I don't want this to be like last year!

Coworker (chuckles): Oh yeah.. I remember that! You misspelled the Client's name!

Sally: How embarassing!

Coworker: Look, all you have to do is use Dry Erase Markers. Then if you make a mistake, you can just wipe it off and fix it. Nobody will even notice! Especially if you have a funny line ready too...

Sally: Dry Erase Markers, huh? I never thought of that!

Coworker: Dry Erase Markers have saved my job dozens of times, Sally!

Sally: Alright! Dry Erase Markers it is! Now all I need is a funny joke...

Coworker: How about the one with the elephant who walks into the engineer's office... (fade out)

Announcer: Save your next business presentation with Dry Erase Markers. Make a mistake? Wipe it off! ...with Dry Erase Markers! Get them at your nearby office supply store.

And there you have an effective spot for either radio or TV that can even be adapted to a print ad.

Want free advertising or production advice?
Do you have a suggestion for a topic?
How about a question about advertising or audio production?
Let Fred know... He's here to help!Visit www.BrownCowStudios.com

Fred's Advertising Clinic - Part 5: Action!

noreply@blogger.com (Fred Pagano) — Mon, 20 Sep 2010 16:50:00 +0000

So far in the Advertising Clinic, we've covered the first three parts of the formula for writing ad copy: Attention, interest and desire. Now we move on to the fourth and final part of the formula: Getting the customer to act.

If you've done the other three steps of the formula correctly, you've got the audience's attention. They're listening to what you have to say because you've built interest in your product. They want your product because you've built desire. But all this is for naught if you can't convince them to act.

The call to action means, quite simply, that you're telling your customer what to do. So what do you want them to do?

Call now!
Visit your local retailer today!
Subscribe to "News from the Herd" today! (By the way, you should.)
Get High-Quality and Terrific Value from Brown Cow Studios. (You should do that too - the link is below.)

Remember, though, that your call to action has to mesh with the rest of your script. If it's a hard sell, you can get right to it and tell them what to do. But if you've taken a softer approach, you'd seem overbearing and maybe even obnoxious, so a gentler call to action is needed. The same if you've taken a comedic approach. Don't blow the punch line with an obnoxious urge to BUY NOW BUY NOW! Stay in the spirit of your piece.

Let's look at the example we've been using all along: Dry Erase Markers.

One of our approaches has the markers saving the customer's job, and maybe even winning him or her a promotion. So our call to action appropriately would be something like, "Get that promotion you've been after -- use Dry Erase Markers."

We also explored an quasi-public service approach, in which Dry Erase Markers helps keep the family together and organized. So we close with, "Bring your family together... with Dry Erase Markers."

If our copy touts the correct-ability of Dry Erase Markers in a pretty straightforward manner, then our action step can be straightforward too: "Fix those mistakes. With Dry Erase."

If you can do it simply, you can even repeat one of the benefits in your action line for an extra boost: "Be Mistake-proof, use Dry Erase Markers."

One other thing: If you're plugging a specialty product, or one that's not available everywhere, don't leave the audience guessing. Be sure to tell them where to find you or your product: "Find Dry Erase Markers at your favorite stationery store." That's a call to action too.

Remember: To make the sale, you have to tell your customer to buy the product.

Next time in the Advertising Clinic, we pull it all together.

Fred's Advertising Clinic is written by producer and voiceover artist Fred Pagano,
owner of Brown Cow Studios of Boston.

Get creative advertising and audio production that sells ...
visit our website at www.BrownCowStudios.com

Read and subscribe to our new e-zine, "News from the Herd"

Fred's Advertising Clinic Part 4: Build Desire

noreply@blogger.com (Fred Pagano) — Wed, 01 Sep 2010 04:01:00 +0000

"Wow! I want one of those!"

"That thing sounds great!"

"Yeah? So what?"

Have you ever seen or heard a commercial on TV or radio and had one of those reactions? I have. A notable one happened just a couple of months ago.

I was watching TV, and a spot for a new sandwich from KFC came on. Well, it wasn't really a sandwich, because it had no bread. Just two slices of chicken with other good stuff in between. Precisely the kind of thing this manly man wants more of!

And when I saw that spot, my mouth watered.

I even remarked out loud, "Oh yeah! That's the stuff!...that sounds wonderful" I hope I wasn't drooling, but there's a chance I was. Ask my wife.

Was it a good sandwich? I can't tell you because there's no KFC near me at which to get one. But it sure sounded good when I saw that spot. I wanted one. A lot! And the next time I'm in the mood for chicken for lunch (which admittedly isn't often) I'll definitely get one. Because....

"That thing sounds great!"

Now what about the last reaction? "Yeah, so what?" I had one of those reactions recently too. I've long since forgotten what the product was, so don't ask. What do you expect, anyway? I should remember the name of a product I have no interest in? Life's too short.

A successful spot doesn't just grab your interest. It makes you want the product. It makes you want to install new flooring, have a beer, buy a new car, eat chicken or serve your kids yogurt. It gets your saliva dripping. In other words, it follows the fourth part of our five-part advertising formula: It builds desire.

How do you build desire for your product or business? Well, first think about your product. Who is it targeted to, who is your customer? What need does your product fulfill? Then ask yourself why your customer would want yours in particular. What sets it apart from the others? When you know the answers to these questions, you're on your way to building desire for your product.

Let's take a look at the example we've been using in this series, dry erase markers. A pretty boring product, so what can you possibly do to build desire for them? Think about it. Who uses them? Students and teachers in school, business executives giving presentations, and many homes have dry-erase boards in their kitchens so family members can leave messages. That's pretty much the market for dry-erase markers.

Let's zero in on business use. What would make me desire a particular brand of marker? Suppose it could help me win a promotion, or impress my boss. Or streamline work flow or make the job easier. Any product that fills one of those needs is desirable.

A marker that can get me more money and a promotion? I'll have to look into that!

On the household front, dry-erase markers help people keep in touch. They remind Dad to pick up Junior after the soccer game, or to grab milk on the way home from work. I want my household to run smoothly, and if dry-erase markers help do that, then I want dry-erase markers. Lots of 'em!

When it's time to write the copy, key in on those desirable traits in your product or business. Tell the exec how markers can help to win a promotion, or tell parents how they can run the house better. Be creative. Have fun.

Need to build desire for your product?

You can do it yourself. Or you can have Fred do it.

For spots that sell, come to BrownCowStudios of Boston.