Creative | Local Broadcast Sales

Make A Better Offer (Or Someone Else Will)! – Part 1

As businesses reopen (or readjust), getting traffic for your clients isn’t going to be enough to...

LBS Creative Expert, Tim Burt takes LIVE broadcaster questions! In this segment:

Do you believe in :15 bookend spots?
The proven tactics and tools that you identify are at the base of successful live personality endorsement ad-lib spots. Any additional tactics or dynamics that you’d suggest in that more flexible environment of message delivery?
Where can we see a few of your commercials or spots?
What are best questions to ask in order to get the really good nuggets in a testimonial?

LBS Creative Expert, Tim Burt takes LIVE broadcaster questions! In this segment:

You talked about losing creatives from stations. I worked for Sales Directors who saw that a Writer who went out to meetings increased upsells, closes and durations of campaigns (the resell) do you think stations will swing back around to this line of thought or are we doomed?
You say to not use music or sound effects unless necessary. Do you have any example of when music or sound effects might be considered necessary?
I’ve worked for stations where they believed in “using music beds in ALL spots, no matter what”. What should one tell their GM WHY they should avoid a bed and keep it dry?

LBS Creative Expert, Tim Burt takes LIVE broadcaster questions! In this segment:

Going back to the “family owned and operated” line, should we look at Carol House Furniture from St Louis? Those spots seemed to help that client that ran on both TV & Radio. If it worked for them, why wouldn’t that line work for someone else?
I live in rural Montana. We have Clients in the cattle industry back to the 4th or 5th Generation. Should I not put how many generations are running their ranch?
Some clients want to say “mention this ad and get 10% off.” What are some other things we can incorporate in our copy to prove our ad strategy is working?

LBS Creative Expert, Tim Burt takes LIVE broadcaster questions! In this segment:

Do you recommend using clients in the ads, if you interview and edit down so it flows more naturally?
Do you put phone numbers in your ads?
Is it better to connect all your social media outlets for ads?

LBS Creative Expert, Tim Burt takes LIVE broadcaster questions! In this segment:

How can I increase my ability to generate effective spots?
I work at a not for profit station, so I can’t use calls to action or comparatives. What would you suggest in that context?
What emotions do you try to evoke in listeners in your ads?

LBS Creative Expert, Tim Burt takes LIVE broadcaster questions! In this segment:

What can I do if the client demands she be in the commercial but she’s not very good on air?
COVID has wiped out the customer base of many of my clients. How can I convince them they need to rebuild their loyal customer base?
To be honest, I’m not very creative and hate trying to be. How can I start enjoying the process and get genuinely excited about my proposals?

LBS Creative Expert, Tim Burt takes LIVE broadcaster questions! In this segment:

How can I help a client see that the script or the spot they love isn’t good for them?
How can I practice writing creative copy and then evaluate the good and the bad of my efforts without putting it on air?
One of my clients is proud to have been family owned and operated for three generations. Is there a good way to get that point across without saying it?