The details always make up the big picture. Attention to detail from start to finish is what separates great-sounding radio from mediocre-sounding radio.
When it comes to radio branding, there are many small factors that combine to make up the whole, and the attention to detail during each step will determine the overall quality and sound of the whole.
Writing
It usually starts with a script, and this is the first stage where details are important. Are there extra words? Is the message clear? Are the sentences too long? Too short? Is this written to be read by a voice talent and produced with music and sound effects, (i.e. "written for the ear") or is this written more for just reading on a page or maybe to be done as a live read by a jock, but doesn't really work for a produced piece?
For example, writing a good promo is like writing a story. You may need to think back (way back) to those creative writing classes you had in high school or college. Do you remember the elements of narrative? Well, there's the set-up, the climax, and the resolution. As a listener, I need to be hooked, brought to a logical place, then brought back down with a nice conclusion that leaves me ready to take action on what I just heard. If one of these details is left out, you're losing a little bit of the effectiveness and the power of it, and those small mistakes or oversights are cumulative.
next post..... The Devil is in the Details part 2: Voice.
When it comes to radio branding, there are many small factors that combine to make up the whole, and the attention to detail during each step will determine the overall quality and sound of the whole.
Writing
It usually starts with a script, and this is the first stage where details are important. Are there extra words? Is the message clear? Are the sentences too long? Too short? Is this written to be read by a voice talent and produced with music and sound effects, (i.e. "written for the ear") or is this written more for just reading on a page or maybe to be done as a live read by a jock, but doesn't really work for a produced piece?
For example, writing a good promo is like writing a story. You may need to think back (way back) to those creative writing classes you had in high school or college. Do you remember the elements of narrative? Well, there's the set-up, the climax, and the resolution. As a listener, I need to be hooked, brought to a logical place, then brought back down with a nice conclusion that leaves me ready to take action on what I just heard. If one of these details is left out, you're losing a little bit of the effectiveness and the power of it, and those small mistakes or oversights are cumulative.
next post..... The Devil is in the Details part 2: Voice.
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