In Real People Radio, your customers sell your brand to
your prospects. 

Real People Radio spots are produced to sound like Talk Radio programming:  People speaking off the cuff and enthusiastically voicing their own opinions in their own words.

Occasionally an "announcer" (you or me) will ask a question or insert a call to action.  The rest is carefully edited verbatim Gush.

There are a dozen or so examples below of how I turn your loyal customers into your best salesmen.  Sometimes one person will carry the entire spot.  Sometimes we send in the team...

Real People Radio works better than Urgent Announcer Copy, TV sound tracks, or clever skits.  Direct Response, Retail and Brand Image advertisers who track sales can instantly profit from the five main advantages of this technique.

Credibility.   Happy customers are more believable than paid talent. They are NOT as articulate, polished, or funny as announcers, celebrities or actors.  But the very "rawness" of the way people speak, with their ums and ahs and less than perfect grammar, conveys a level of Truthfulness you can't get from copywriters, AFTRA performers, or radio station announcers.

High Recall.  The quips, asides, comments, emotional outbursts and other unplanned & unscripted components of a typical spot can stick in the listener's brain much longer than the perfectly polished Urgent Announcer Copy.  Click-to Drag response can run from two weeks to three months!

Emotions v. Facts.  All purchase decisions are driven by emotions and then rationalized with facts.  Once you've bought the product, the "Permission to Believe" is far less important than the emotional benefit you get when the Thing actually works.  My commercials usually contain a few technical product details, but the objective is to spread contagious enthusiasm not to rattle off Seven Important Reasons To Buy Now.

Gush v. Drone. Most advertisers run one Control Copy :60 into the ground.  I run a number of commercials equal to two to three times the annual Effective Frequency of the media buy. Even P1s rarely hear the same spot more than twice; the campaign stays fresh; the wide variety of story lines & voices appeals to Amiables, Analyticals and Expressives - who comprise 75% of the population.  Announcer Copy is aimed at the Drivers who approve it.

Less Money. More Sales. The net effect of all of the above is that an advertiser with a modest MCPS often has to run fewer commercials to achieve the same results as his more conventional competitors with much larger Bludgeon Budgets.

In Direct Response, I get maximum response velocity at an Optimum Effective Frequency of 1.5 to 1.8, which requires half as many airings as a typical f-3.0 brand image flight in radio or TV. My D.R. clients can Pelican Fish a great many stations or networks, pick off Today's Steam Heat Shoppers, move on to the next pool, then come back in a few weeks.  (Real People Radio production costs are a little higher, but there are Zero Talent Residuals.)

Brutus :60
(Single female)

Timothy :60
(Single male)

Forrest P is on Vibrate :60
(Single male + VO)

Barbara's New House :60
(Single female + VO)

Molly :60
(Husband & wife + client)

Sara and Jeff :60
(Husband & wife + VO)

How We Help :60
(Two clients + VO)

BioScience :60
(Single voice + VO + Client)

Luke & Meg On Top :60
(Three voices + VO)

These Girls Are Geeks
(Four ladies + VO)

Starts Tomorrow! :60
(Eight voices + two Clients + VO)

Quality Gush
(Eight voices + Client)

Enzymes :60
(Nine voices)

Hair :60
(Hero + nine voices)

Vets :60
(13-voice fusillade)

Stinky II :60
(22-voice fusillade)

Big Stinky :60
(17 voices + jingle bed)

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The Radio Show
My Top 20 + New Releases

Complete Campaigns
Real People, Talent, VO, Political...  

The Basics of Direct
Response Radio.  

Introduction to strategy, creative, math, testing and rollout.

Brand Support
Testing & Rollout.

How Real People Radio can defend any Established Brand.

Real People Radio combines solid strategy with art. 

The basic idea is to get your customers to deliver your copy points in their own words.  I usually interview 10 to 20 Happy Customers on the phone for fifteen minutes or so, transcribe their comments, then select, assemble, and polish their juiciest snippets.

So, what are your copy points?  Are you sure about that?  Review basic Communications Strategy, or send for my Free Planning for ROI.xls and fill in the yellow boxes on the Strategy Page.  Either way your much-refined Brand Promise will lead to a questionnaire that will, in turn, provoke your Happy Customers to cough up those priceless quips that no-one can actually write.

CAUTION: Real People Radio requires time, effort, skill, and money. 

If you have no money, no time, or no Happy Customers, just send your friendly local station rep a list of bullet points.

Any station announcer can read 'em!