Tag Archives: Wizard Academy

Radio’s Wizards

Wizard NotebookI remember how a weekly fax changed my radio life. It was called the “Monday Morning Memo,” and it was written by a guy in Texas by the name of Roy H. Williams.

Every Monday, I couldn’t wait to get into the radio station and check the fax machine for his latest missive. It never failed to ignite my soul.

Things That Won’t Change

I’ve written in this space about Jeff Bezos of Amazon and what he considers to be the most important question most people don’t ask about their business and that is “What won’t change in ten years?”

Roy’s Monday Morning Memos are an excellent example of focusing on those universal things that won’t change about branding, marketing and selling. They are those universal concepts that will don’t change with the latest technology.

Secret Formulas

In my broadcast sales class at the university, I would spend the end of the semester with each class reviewing principles of Roy’s book “Secret Formulas of the Wizard of Ads.” All of Roy’s books are a must read for anyone in radio sales.

Here’s an example of some of the things that won’t change for great radio advertising:

  • Surprising Broca – most radio ads are predictable and use clichés that listeners have become adept at tuning out. Great radio ads seduce the listener and then persuade.
  • Words are Keys – you know the product, just by the ad keys used by the brand. Let me give you a couple of examples: “We’ll leave the light on for you” or “Just Do It.”* Do I need to tell you the brand name or what they sell? Do these two companies surprise you with their ads?
  • Engage the Imagination – people only go to places they’ve already been in their mind. The skillful ad writer will engage the listener’s imagination and take the listener where they want the listener to go.
  • Sleep is the mind’s eraser – when we go to bed, sleep is the process where the mind clears itself for the next day. Like an eraser on a chalkboard, sleep wipes away all of the advertising messages a listener is exposed to that day. Knowing this is why, building a radio schedule that delivers the minimum frequency to be effective, is so important.
  • Power Verbs – present tense and present progressive tense verbs conjure up powerful images in the mind. How often to most radio ads use them? Sadly, not very often.
  • The Secret Path to Miraculous Ads – Roy says “journalistic writing is an objective presentation of the facts in an attempt to inform, not persuade. Creative writing is the telling of a story with wit and charm in an attempt to entertain, not to persuade. And Poetry is writing to communicate a new perspective in a brief, tight economy of words. An attempt to persuade.” Will your ad persuade a listener when they hear it? Emotion is KEY. They may forget what you said, but they will never forget how you made them feel. How do you feel after viewing this ad for State Farm called “Never”?

Fearless Flyers

Fearless-Flyers_Chet-Young-at-the-Beach_780This past Tuesday, September 11, 2018, America remembered the 17th anniversary of the 9/11 attack on America in New York City, Washington, DC and Shanksville, Pennsylvania. My class at the Wizard Academy was supposed to have 29 students. Only four of us showed up: Dr. Kevin Ryan, a famous writing coach from Utah; Chet Young, a big salesman with a booming voice from Burlington, Iowa; Akintunde Omitowoju, a senior programmer of Nintendo games from Kyoto, Japan and me, a radio station general manager from Atlantic City, New Jersey.

It took place in a small, converted gym in the offices of Williams Marketing in Buda, Texas just one week after 9/11 in 2001.

Roy has the students come up with a special name for their class and ours became the “Fearless Flyers.” Each of us flew on a commercial airliner whose crew outnumbered the passengers.

This past week I learned of the passing of Chet Young. His niece dropped by the Wizard Academy to see if this magical place her Uncle Chet always talked about really existed. It does.

Roy shared a memory of our class in this week’s Monday Morning Memo’s “Rabbit Hole.” You can read more about it HERE.

Positive Things YOU Can Do

Roy H WilliamsWant to make your radio station more effective for your advertisers and more engaging for your listeners? Then do those things that will not change for effective radio in ten years.

Subscribe to Roy H. Williams’ “Monday Morning Memo,” read the Wizard of Ads book trilogy and make plans to spend a week at the Wizard Academy to learn directly from the Wizard of Ads, Roy H. Williams.

Thank You and God Bless You Roy.

Wizard of Ads Coin

*Motel 6 & Nike

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Jacobs’ Four Questions

15Fred and Paul Jacobs are prolific bloggers; they blog five days a week. Recently, their blog asked four questions about the future of radio. I found them interesting and thought I’d give you my answers to their questions. I’ve provided a link to their original blog post here.

  1. What is radio? I guess I’d have to say my earliest exposure to radio was of the amplitude modulation kind; AM radio. My first radio was a Zenith transistor AM radio with a single earphone. In junior high school, I would build an AM & FM radio station in the basement of my parent’s home and broadcast to my neighborhood. When I went to the FCC field office in Boston to take my FCC license exam when I was in high school the license I would receive said “Radio Telephone Third Class Operator Permit (Restricted Radiotelephone Certificate).” I remember thinking the day I received it, “Why does it say telephone on it?” Nathan Stubblefield, a Kentucky melon farmer and inventor, invented the first radio (many would say). Nathan invented it because he wanted to be able to talk to his wife at home while driving his car. Maybe Nathan and the FCC were just ahead of their time, for today RF goes through the air to our smartphones giving us the ability to send and receive voice, pictures, and data. Today’s pocket computers – smartphones – have synthesized every form of mass communication into a single device. When Apple was putting together the launch of their Beats 1 stream, Zane Low said they spent three months trying to come up with a name to call what they were about to launch. They couldn’t come up with a better name than radio. And that’s what I find teaching at the university. My students basically call everything audio sourced “radio.” Every semester when I poll my students as to what media device they would keep, if they could only keep one, the overwhelming winner is their smartphone. The reason is simple; it allows them to do everything while every other media devices can only do a single application or two. The History Channel did a program on the 100 Best Inventions of all time. Radio was number two. The smartphone was number one. Today’s smartphone is the “transistor radio” of my youth.
  2. What are ratings? I’m a graduate of the Roy H. Williams Wizard Academy and Roy believes that any radio station with about thirty thousand listeners has more than enough to drive business for any advertiser. So what’s the defining measure of a radio station? The quality of the content of its advertising. Ratings were only created for one purpose, to sell advertising. Initially a concept called “applause cards” was used by radio operators. These were simple post cards that could be picked up by consumers at local retailers, filled out, and mailed in. The Association of National Advertisers would hire Archibald Crossley to create a way to discern what people were actually listening to on the radio. Crossley would produce reports from his Cooperative Analysis of Broadcasting (CAB) system. CAB used telephone recall much like Tom Birch did with his Birch Ratings reports. Today, everyone’s hung up on the measurement systems of clicks and clacks of the Internet. Ad Blocking is going to put a real dent into this system that really doesn’t tell advertisers what they wanted to know anyway. The simple fact is no one is measuring what counts. Great creative content gets results and radio needs to invest in employing dedicated copywriters once again.
  3. What is content? I wrote a whole blog post on content that went viral. I won’t re-plow that ground again in this post. If you’d like to read what I wrote, go here.
  4. What is in-car entertainment? I remember when buying a car, one of the options was adding a rear speaker to your AM radio for passengers riding in the back seat. Those were simpler times. I’ve lived through every new device that was going to be the death of radio in the car: 8-track tapes, cassette tapes, CB radios, CDs, CD changers, MP3 players, smartphones, streaming audio. Nothing has. However, the new digital dashboards appear to be so complicated, I fear for the folks who could never stop the blinking 12:00 on their VCRs. The new learning curve to find the radio on new cars might be a problem. My Honda Accord has lots of digital components to my entertainment system, but what I love most is Honda left the volume control knob I can turn. Rick Dees loves rotary pots on his control consoles and will not work a board that has slider pots. 19Crank it up means turning a knob. Radio people are going to have to make sure their car dealers demonstrate, or even set-up for their new car customers, how to find and lock in their local radio stations on these new digital dashboards. If the radio listener can easily find their favorite hometown companion, then they will default to what they know and love best. The reason radio has retained over 92% of its listeners is because all those new media devices mostly took out the new media device that came before it. Free over-the-air radio is unique and special. Let’s all work to keep it that way.

And so that’s my take on Fred and Paul Jacobs “Four Questions for Radio.” What are yours? Please share them with me by writing them into the comment section of this blog. I can wait to read what you have to say.

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Being Grateful

15There are times when the stresses that are part of everyday life can occupy a place way beyond their level of importance in the grand scheme of things. Its times like those that you need to take a time-out and remember all the things in your life you have to be grateful about.

 

This year, I’m grateful for three wonderful grand children that are all happy, healthy and developing into unique individuals.

 

I’m grateful for their parents who make their children their first priority and love them with all their heart and soul.

 

I’m grateful that my two sons have set exciting and meaningful goals for their lives and in so doing are working hard to make our world a safer and better place for all of us.

 

I’m thankful for my two older brothers that always have been there for me through ups and downs, thick and thin.

 

I’m grateful that I’ve come to accept myself for exactly who I am, while still having boundless curiosity and a desire to never stop learning and growing.

 

I’m grateful that I’ve learned how to slow down. Life is meant to be savored. It’s not getting to the finish line first but about enjoying the journey.

 

I’m grateful for having enough. Less is more. Too much of anything is usually toxic.

 

I’m grateful for each day when I can add more value to the world than I consume.

 

I’m grateful for learning that every situation provides an opportunity to learn something; even the difficult ones, life goes by so fast.

 

I’m grateful that a career in radio that I started in the 10th grade in high school would allow me to pay for my college education, graduate school and raise a family. It’s a career that was all I ever wanted to do besides one day paying-it-forward through teaching the next generation of broadcasters.

 

I’m grateful that I finally started a blog this past year. It’s been one of the most personally rewarding and enriching things I’ve undertaken this past year.

 

I’m grateful for all the wonderful people I’ve met on this journey called life, people who were only strangers until we said “hello,” and then became friends for life.

 

One of my mentors, Zig Ziglar said: “You can get anything in life you want, if you will just help enough other people get what they want.” I’ve tried to live those words every day.

 

I have so many things to be grateful for this Thanksgiving 2015. I’m sure you do too.

 

Remember you may make a living by what you get, but you make a life by what you give.

 

Today, I’m grateful for YOU.

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