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.  There is no "Take eight, please..."  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.  To paraphrase Art Linkletter, "Real People say the darndest things." 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 approved & financed by most advertisers.  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. (Half the cume of CNN Sirius hears 8.0+  Dinovite commercials a year;  I run 14 to 20 :60s across all Sirius XM networks.)  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)

||||||

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 is as much an art form as making jingles or staging clever slice of life radio skits.

It was said of Robert Frost that before he read his poetry in public he would spend a half hour in front a mirror making sure his hair looked like a comb had never touched it.

Real People Radio commercials sound like people talking, not like recorded announcements.  That requires engineering and taste. 

We start with a solid Communications Strategy & Brand Promise.  You round up 20 to 30 willing interviewees.  If we're lucky, we'll get maybe half of them on the phone for 20 minutes.  I ask them carefully prepared questions that will elicit the right sort of Gush.  (The process often reveals what people really think about your brand!)  I extract the best bits from two hours or so of verbatim comments. After pencil edits, rough assemblies, sanding, polishing and mixing, we end up with :60s that cut through the Daily Drone of Urgent Announcer Copy:  "Oooo Get the stinky dog away!"