Voice Over Blog

Thank You

2007-11-02T14:04:00.001-06:00

I couldn't help noticing that it was October 12th when last I blogged. All blogging Gurus tell you to blog at least 4 times a weeks for good mental blog health. Well gee. We've been busy. The dog ate my blog. Martians landed and stole my blog. I was sick. My blog blew out the window and was last seen headed west on I-80 on the windshield of an '87 Yugo. Alright, you caught me. Only a couple of those excuses are true. But mostly the one about being busy. And to that I say....thank you. Thanks to all the clients that kept me off the street and kept my nose to the grindstone. Thank you for trusting us to produce your audio. Thank you for not giving me the time to embarrass myself on the golf course. It was a wonderful October. And truth be known, I hope I don't have time to blog much in November either. Oh, and should that occur, let me be among the first to wish you Happy Thanksgiving. Because if business continues the way it has, we shall certainly have much to be thankful for. Now get back to having fun, thanks for reading and we'll leave the mic on for ya.

Casual Familiarity

2007-10-12T08:47:00.001-06:00

A young lady was in to do a voice demo just the other day and I was trying to explain how to interpret the script. I went through all of the old "directions"..."read it as if you're talking to your best friend"..."you're only talking to one person"...you know, the classics. Then on my way home last night, it hit me. When doing voice work for commercials, even non broadcast, it's vital that you establish that "CASUAL FAMILIARITY". It's the practice of talking to people as if you've known them all your life.

You can do this in everyday life too. When you answer the phone, when you greet people on the street, whatever it is you need to say, whoever it is you need to say it to, just treat them like you would your brother or sister or favorite uncle. Okay, so you're fighting with your entire family, how about that best friend of yours?

This is the true key to success at voice work. Of course you still need to be able to actually say all of the words in the script, but if you establish that "CASUAL FAMILIARITY", you'll be far more successful. Besides, it's really fun to say. Thanks for reading and we'll leave the mic on for ya.

Words, Yes Words Are All I Have...etc and so forth

2007-09-25T08:56:00.000-06:00

It occurs to me that there's nothing in the world as important as words...and how you say them. Honest, the right words said the right way makes all the difference. Try this experiment on your co-workers or friends or total strangers today. When you see them and you get the predictible "How are you?", reply with "better now that I've seen you". You might even go so far as to add "You're a ray of bright sunshine on a cloudy day". Just see how they react. If there's not a smile, try saying it with more sincerity.

I could go on about how the wrong words are just....well, wrong, but that's another blog. What words do you use to bolster other's morale? I'll give them a try around here. In the meantime, remember...everyone else's mood affects yours and you're just helping yourself when you go out of your way to make them feel good. Thanks for reading and we'll leave the mic on for ya.

Read the Classics

2007-09-20T19:40:00.000-06:00

Through the years, I've discovered a few things about myself. One is, I'm lazy. No, really. Given the choice between catching up on paperwork and playing golf? No contest. Make that phone call or watch a movie? Does anyone else smell popcorn? I found out a long time ago, that I need help on the "motivation thing". My half hour commute each way is the perfect time to put in that book on tape that gets my mind going. Over the years I've listened to such motivational speakers as Brian Tracy and the like. One I'm listening to again right now is Dale Carnegie. Yeah, really. I'm a man of the new century and I'm listening to one of the motivational icons of the last.

It's fun. Honest, I think it's because the examples used in the audio book are so....last century. These are situations that just wouldn't happen today. But the underlying truths are as relevant today as they were seventy years ago. How to deal with people, how to stop worrying, how to make a mouthwatering souffle. Okay, so I made the last part up. My point is...we all suffer from "Gee, I'd rather be goofing offitus" and there's help in the form of motivational books on tape. Worth every penny you might care to invest, but also available at your local library. Remember the library? It's a building with books and entertainment that you can borrow for weeks on end for free. Ahh, but that's another blog.

If you're already listening to some books on tape that might get me performing up to my potential, I'd love to hear about them. Let me know. In the meantime, thanks for reading and we'll leave the mic on for ya.

Okay Fine, I'm Back

2007-09-11T13:54:00.000-06:00

I can't begin to tell you how much fun I have on vacation. There's just something so completely liberating about hitting the open road with only vague destinations in mind. This year, we knew we needed some mountain time, but didn't decide until the very last minute whether we were headed for the Rockies, or the Black Hills. Then Wednesday, before we left on Friday, I had a vivid dream of standing in a tourist trap holding one of those cheap plastic snow globes of Mount Rushmore. Guess where we went?

Anyway, we had a wonderful time and have learned some valuable lessons. Number one being, no matter how much vacation time you take....it's just never enough. Now, I was thinking it had to do with getting older, but then remembered how I felt at the end of Summer as we were getting ready to head back to school as a kid. See....never enough. If we, as advertising types, could find a way to bottle that wonderful feeling of getting ready to leave on vacation, we'd all be high on life all the time. And sure, we'd be rich.

So get to work. How do we recreate those magical memories of life? Or at least write with the passion and genuine joy to get everyone thinking about the product or service we're trying to promote. Because we all know, the spots that are best at making an "emotional connection" are the most effective. You're the genius. I know you can do it.

Thanks for reading and we'll leave the mic on for ya.

Smile, You're on.....

2007-08-24T15:04:00.000-06:00

We've just taken a giant step back in technology, and it's wonderful. When we first opened the Radio Garage back in 1990, one of the first things we bought, right after microphones and mixers and recorders and such, was a Polaroid camera. Every client who came in was photographed and put on the "Wall of Fame". To this day, people still pause when they come in to see all of the pictures still on that wall. At our ten year anniversary, we even had a collage "Poster" made up of dozens of those pictures and people still love to look at it. There's a picture of a much younger Jay Leno and I on one of those occasions when he came to Des Moines. We love to play America's fastest growing game..."Find Jay Leno". It really does take awhile, since his hair was still black and he was much thinner. There are also polaroids of John Ratzenberger in the studio, Bob Dole, Merlin Olson, past Iowa Governors Terry Branstad and Tom Vilsack, well suffice it to say we have a lot of dignitaries up there along with countless clients and friends.

Well, a few years back, in an attempt to keep up with technology, we scrapped the Polaroid for a digital camera. We have folders full of digital pictures and have even printed quite a few off to add to the wall. But you know what? It's just not the same. Maybe it's the tactile pleasure of holding that unique Polaroid paper, or the fact that the picture is right there and you just can't wait for it to develop so you can see what it looks like, or maybe that it fits so neatly into most of the acoustic foam used to deaden studios, but we've gone back to the Polaroid. Now we're thinking of taking it one step further by scanning in the picture, making a postcard featuring that picture and send it to the client with a "Thanks for the Biz" message on the back. That way, they can start their own "Wall of Fame".

How do you thank your clients? I'd love to know. But if you don't have a plan to say thanks presently, I highly recommend the polaroid approach. It's great fun...and you know how I love fun. I promise to get that poster scanned and on the web site in the near future. Thanks for reading and we'll leave the mic on for ya. Oh, by the way, the picture is of Hollis Monroe and Mike Dunn. Notice the polaroids in the foam above them. (Just one of many "walls of fame".)

Who's In Charge Here?

2007-08-23T06:40:00.000-06:00

Have you ever worked with a committee? I mean as a business, have you ever worked with a client "committee"? It's usually a group of people that have either volunteered for the project because it sounded like fun, or a group of people that have been assigned to serve on the committee because, well, they had time. It really doesn't matter how it happens, committees tend to be the devil's spawn no matter how they're formed. In a studio situation, we usually plan on doubling the project time when there's a committee involved, simply because each committee member feels that it's important to interject their opinion, important or not, informed or not, relevant or not.

Mike Meacham's favorite definition is: "A committee is a culdesac, down which good ideas are lured and quietly strangled". The only reason I bring this up is because I'm serving on a committee right now. It's a volunteer committee to help in the marketing of our small Iowa city. Early on, I mentioned that our most important task was to choose an advertising agency. Once that was done, the best thing we could do was disband and get out of their way. Honest, I said that very thing in one of our early meetings, probably a year ago. Everyone nodded and I, obviously mistakenly, thought that meant agreement.

Now, we've chosen an advertising agency and the process is underway and I'll be darned if the committee isn't still meeting. And yes, everyone has begun to second guess everything the agency has done and is complaining that they're not involved enough. So...the committee has become the committee I feared it would. Maybe that's just the nature of the beast, no matter what. Just like a kitten becomes a cat, a puppy becomes a dog, involved citizens become politicians, a committee just has to keep meeting and meeting and meeting long after its usefullness has ended. And that just guarantees that the process, no matter what it is, will take twice as long.

What do you think? Am I just becoming a cynical bitter guy, or do people let "being on a committee" just go to their heads? Hey, I'm more than willing to admit that I could just be totally wrong. But I'm guessing otherwise. Thanks for reading and we'll leave the mic on for ya.

Thanks Mom

2007-08-17T08:36:00.000-06:00

Sit up straight....
Keep your head up and your shoulders back...
It's always better to be the best dressed than the worst dressed in any situation...
Never run with scissors....
Always wear clean underwear....
There's nothing more important than family....
In a hundred years, no one will remember.

Thanks Mom. She passed away Thursday August 16th.

Hit the Road Jack

2007-08-13T16:09:00.000-06:00

I don't know about you, but I'm ready for vacation. There's just something about this time of year that makes me want to hit the road. And when "The Dread Truckin' Disease" hits, I really can't focus on much else. Maybe that's why I haven't been blogging as much lately. Visions of mountains and fishing and golf flowing through my head. Honest, vacation has replaced Christmas as my favorite time of year. Probably because I don't get all the toys anymore.

Where have you been? What's your favorite vacation getaway? Because, seriously, I don't know where my wife and I are off to as yet, but I do know that I'm within two weeks of taking off. If you have a favorite spot within a day or two drive from Iowa, I'm listening. If I don't hear from you, it's probably back to our favorite cabin in the Black Hills, Rimrock Lodge.

Honest, I'll try to get back to blogging "on subject". But for now, all I can think of is finishing a couple of books, fishing and the perfect drive. "FORE!" Thanks for reading and we'll leave the mic on for ya. (Does anyone else smell pine?)

KISS

2007-08-07T13:27:00.000-06:00

My Great Uncle had a cattle ranch out in the sandhills area of northern Nebraska back in the 50's and 60's. He couldn't quite figure out why so many of his cattle would die after branding. He called his local vet, who searched and tested, but couldn't find any biological pest to blame it on. He even had the feed tested at regular intervals to make sure there was no taint. There wasn't. Still, the cattle would die in amazing numbers....and always shortly after branding.

It was Uncle Russel's brother, Uncle George that finally solved the mystery when he was helping Uncle Russel with the branding one summer. "Well, yer darned fool", he said in his bestGabby Hayes, "Maybe yer shouldn't be branding the whole ranch name on yer poor critters". Sure enough, Uncle Russel was just vain enough to have named the ranch; Russel Machlan's Star Bar Ranch, Home of the Tastiest Beef in a Five State Region Where Your Satisfaction is Our Success and There's Always Plenty of Free Parking and a Friendly Helpful Ranch Hand Ready to Serve You, Call Cherry 7658 Conveniently Located Near George Machlan's Place Just Down the Road from the Old Windmill.

Ah yes, the old "Keep it Simple Stupid". It's never more relevant than when it's applied to advertising. Especially radio advertising. "Radio is very good at accomplishing very little". I'm not even sure where I came up with that one. It was probably an old sales manager that I worked with. What it means is that you need to boil down the message to it's bare bones. You know, like "Eat at Joe's"! Okay, maybe not quite that mundane, but it is essential that you micro target what it is you want to accomplish. Radio isn't at all good at explaining a new product. "This new topical lotion is perfect for the person with Soriasitic tendencies or those living in a humidiness climate". How about, "Smooth skin is just a mouse click away at clearskin.com"? Suddenly, you've moved from hoping that radio can sell your product for you to driving them to your website where you can spend all the time in the world telling interested clients what your product can do for them.

I remember a printer client we had a few years back who just wasn't sure that radio would work. "How will I know?", he asked me. I convinced him to simplify his expectations. "Let's see if radio can make your phone ring", I proposed. He agreed and I went to work. What I came up with was something like this:

Good day and welcome to finger exercises. Today we begin our four week program guaranteed to make your fingers more shapely and in better condition. Let's begin. Simply pick up the phone and dial 555-2234. That's 555-2234. Go ahead, pick up the phone and dial 555-2234. I'll just wait while you do that. (Pause) Hey, do you want flabby fingers or what? Just pick up that phone and dial 555-2234. That's better. And while you're dialing 555-2234, I should tell you that it just happens to be the number for US Printers. They're wonderful printers and like me, want you to have fit fingers...etc etc, you get the jist, nudge nudge, wink wink.

His phone would ring off the wall every time the spot aired. Does radio work? You bet it does. Listeners want to be engaged. And if you offer them a little fun at the same time, so much the better. So there it is....the old "FUN" thing rears it's ugly head once again. Try to have some today, thanks for reading and we'll leave the mic on for ya.

Vote for Me and I'll Set You Free

2007-07-27T07:19:00.000-06:00

Ahhhh, the political season is upon us once again. How can I tell? Hey, gas prices dropped below $3.00 a gallon here in the first caucus in the nation state. That and all the commercials...and the personal appearances and recorded phone messages from candidates.

But what's this I hear? A change in commercial style. Well, maybe not a change...with so many people running I guess it's early for them to start calling each other liars and cheats, flip floppers and "Wrong for America". But I loved the first batch of tv ads for Bill Richardson. Honest, there he is being interviewed for the job of president of the United States. If you haven't seen them in your neck of the woods, just go to you tube and do a search. Believe me, they're there.

Wow, creativity in campaign commercials. Whoda thunk it? I cuts right through the "Vote for me and I'll set you free" hype that most Washington Agencies push down our throats. Honest, if I had to choose a candidate based only on commercials....Bill would be my man. There's a lesson here for everyone hoping to cut through the clutter. Try a little humor. No, it's not a guarantee that your business will suddenly become number one in your field. But I guarantee more people will notice. And maybe even talk about you. OOOOOOHHHH. Thanks for reading and we'll leave the mic on for ya.

Have Fun or You're Fired

2007-07-25T08:32:00.000-06:00

Two blogs ago, I promised to talk more about the element of fun in producing commercials. Then I got distracted by something shiny and wrote something on customer service. Hey, you'll be my age someday. But let's talk a little about having fun. I think it's important, heck I think it's vital to producing the best possible product. After all, we don't produce in a vacuum. We're producing a product that ultimately people will listen to. So, do we want to bore them to tears, or hope to connect and have a little fun? As I said in the previous blog...."DUH!"

In that blog I talked about fun in the script. Now, let's talk about fun in the voice. (For those of you aspiring to be voice talents, this is the most important thing you'll ever read.) FOR GOD'S SAKE, SMILE! When you're reading a script, depending on the subject matter of course, you should be just short of sounding like you've just seen your absolute best friend from college with whom you hooted and hollered and haven't seen in fifteen years. Sound extreme? Try it.
Every producer I've ever worked with (and that's a few since 1969) has told me they'd rather tone a voice actor down than try to boost them up. Oh sure, there are times when Ben Stein's delivery is absolutely right on, but for the vast majority of voice work we have to be having fun and the listener has to be able to tell it.

How many movies have you watched and commented, "Oh I'll bet that was fun to do."? Wouldn't it be wonderful if everything in life could be that much fun? Well, it can't. But producing voice talent should be. That's Radio Garage's stand. Are you in good hands?
Oh, sorry....thanks for reading and we'll leave the mic on for ya.

A Tale of Two Purchases

2007-07-24T07:49:00.000-06:00

Okay, so a lesson to be learned for all business owners or service providers or shopkeepers or...okay, anyone to wants to treat customers better. My wife told me about a book I needed to read...(no, not the latest Harry Potter, though I'll get to it). So off I went to Barnes and Noble to look for it. I stopped at the information counter to ask where I might find it. Now, I would have been satisfied with the young man telling me which section of store to look, but he walked me up the stairs and right to the section, picked up the book and handed it to me, then suggested a couple of other books on the same subject. Now that is customer service. Of course he could have paid for it, but not even my expectations are that high.

Then I went to my local Tru Valu the other day to pick up deck stain. Now, I'd asked a couple of people what to look for, but still wasn't sure. So, I went looking for someone to help me. I found the owner helping someone else, so waited until they were done. I asked him where the deck stain was and he told me, "The next aisle over". I went to the next aisle and looked for a few moments, but not being a deck stain expert, I still had no idea what to buy. No one ever came near and being the impatient jerk I am, I finally left. Yes, I bought deck stain elsewhere. Now, having bought deck stain, I know that Tru Value lost about $70.00 in deck stain purchases by not walking me the one aisle over to make sure I got what I came for.

Have you learned the lesson here? I mean this is powerful stuff. And how simple. It's just golden rule business practice. Treat your customers as you'd want to be treated. Put yourself in their shoes...and walk them to what they want to buy. Oh, and be sure to share this with everyone that works for you too. At least those that deal with customers. Now, get back to having fun, thanks for reading, and we'll leave the mic on for ya.

FUN FUN FUN

2007-07-09T08:13:00.000-06:00

Okay, so the question is simple. Would you rather be bored to tears, or would you rather have fun? I know..."Duh" comes to mind. Fun is what makes life worth living. Those moments that just make you laugh uncontrollably or smile without reserve. Yet in this wonderful world of communicating verbally, apparently many believe that boredom is the best way to get your message across. If we can get you to a near comatose state, your brain is more receptive. And while this approach may have actually worked in a "quieter" era, today we have way too many other things vying for our attention. Listeners and viewers are quick to turn away the moment they're faced with a "mundane" message.

Believe me, since 1969, I've personally voiced some incredibly boring audio projects. Everything from internal corporate communications to on hold messages to training videos to radio and tv commercials. I've also voiced some of the driest material on the face of the earth that was written so as to be fun to listen to. Too many writers are afraid to offer an alternative approach to the old tried and true, "JUST THE FACTS" mentality that seemed to permeate those educational films from our youth.

DARE TO BE DIFFERENT! Come on, you're a creative genious. You're blazing new trails. You have the opportunity to redefine how your message is communicated in a brave new way. "But Steve", you say, "I wouldn't know where to begin". Well then, I suggest you find someone who can. Whether it be someone in your company or an ad agency with a good reputation for cutting through the clutter. It's not a sign of weakness. You have your strengths, or your company would be belly up by now. I, for instance, am not an accountant. My algebra teacher once told me I'd never be anything more than a factory worker. That's why the first person we searched for was a good accountant....to keep us sailing through the rough seas of finance.

HIRE THE RIGHT VOICE! Too many companies believe that the c.e.o. or Bob from accounting that gave that talk last year on maintaining the bottom line would be a great choice to represent the company on their latest promotional video. And some actually can. But the odds are stacked against you. Finding a person that can reach through the microphone and make contact with perfect strangers to make your message interesting or (dare I say it)...entertaining, is a real art in itself, and every bit as important as the script.

MAKE THE PROCESS FUN! Fun begets fun. Fact of life, no discussion here. Sitting in a stodgy board room and being told to have fun rarely works well. Find a casual spot, invite people with a good grasp of the material at hand, order pizza, maybe beer and let the ideas flow. Yes, you'll need one person with good organizational skills to keep this group on task. Maybe Bob from accounting that gave that talk. Hey, he likes to have fun too. And if you're in a company big enough to have a communications department, have them organize the meeting. I'm just guessing that they spent big money on that college education and would be biting at the bit to show off just how much they learned.

MORE FUN! In the coming days, I'll do my best to give you some examples of how a "fun" approach is far more effective and how to make it happen for your company or client. Until then, thanks for taking the time to read and we'll leave the mic on for ya. Oh yeah, and Have a Little Fun Every Day.

A Rose by Any Other Name

2007-06-19T09:29:00.000-06:00

I love to travel. Honest, I get what I call "The Dread Truckin' Disease" about every six months and just have to hit the road for a few days. Recently I took off for Eastern Iowa and on into Illinois. (Galena to be exact.) On our way through East Dubuque, Iowa, I couldn't help but notice when we passed by "Family Beer and Liquor". In the off chance that you're one of those "skimmers", I'm just going to sit here and let that one sink in for a moment.

Hmmmm. Family Beer and Liquor. "Come on on dear, grab Susie and Joey and let's head for Family Beer and Liquor". And how about those commercials?

Script:
Dad- When our little 8 year old Susie discovered Tequilla, her Mom and I were thrilled.
Mom- And when we discovered Family Beer and Liquor has a huge selection of Tequilla,
we were amazed.
Dad- You see, Family Beer and Liquor is the one Beer and Liquor Store in East Dubuque
that caters exclusively to families.
Mom- So whether it's a box of wine for Joey...
Dad- Or little Susie's tequilla...
Mom- Even Grandma's MD20/20...
Dad- Family Beer and Liquor is your families liquor superstore.

Anncr: And right now Family Beer and Liquor is featuring specials on Blatz 24 packs.

Dad- What with friendly helpful service and plenty of free parking....
Mom- And now with a play area near the children's section....
Dad- Why would you buy anywhere else?

Anncr: Family Beer and Liquor, conveniently located near Bob's Guns, Ammo and Fine Jewelry
on 103rd Street in East Dubuque.

By the way, there really is a Bob's Guns, Ammo and Fine Jewelry. It's in Missouri on our way to the Ozarks. I'm thinking we can get that account too.

Thanks for reading and we'll leave the mic on for ya.

So, You Wanna Be a Rock & Roll Star...err uhh..Voice Talent

2007-06-04T20:43:00.000-06:00

Everyday we hear from folks that have been told they have a wonderful voice. And many of them do. But being a voice talent, or voice actor as many prefer, is much more than just having a wonderful voice. The real talent is in interpreting a script. Taking words on paper and making it sound like you believe each and every one of them. So, can you do it?

Do you love to hear yourself talk? More importantly, do others love to hear you talk? Are you in command of the English language? Do you enjoy reading aloud to others? Then maybe you have what it takes. And maybe you don’t. Not everyone is cut out to be a voice talent. Not everyone is cut out to be a doctor or a plumber or a mechanic. I have a relative that has a wonderful voice. He’s the one people turn to when they need an announcer for sporting events or special occasions. I just knew that he’d be a perfect addition to our roster of talents. But when I got him in the studio, he just sounded stiff. He really didn’t have the ability to sight read a script and make it sound believable. Sure I was disappointed. But he’s still one my biggest heroes.

So, let’s assume for the moment that voice acting is something that you’d love to do. Here’s what you do. Go out and buy yourself one of these digital hand-held recorders. You can usually find them at a Radio Shack or Best Buy for around $20.00. Then grab some magazines and starting looking for advertisements with a lot of copy. Start reading the ads aloud and recording them. How do you sound? Are you ready for the bigs, or do you still need some work? Do you think you can do it on your own, or do you need help?

It’s a great place to start and if you really enjoy it, you’ll keep at it and get better and better. When you think you’re ready, give us a call and we’ll do our best to give you an honest appraisal. We’ll just have you read a little of the copy you’ve been practicing with and tell you what we think. If we think it’s warranted, we may have you come in to produce a voice demo of your very own, or we may direct you to one of our classes, or we may recommend you become a doctor or plumber or mechanic. Every profession carries a great deal of pride and chances are you’ll find the one that fits your dreams.

In coming blogs, I’ll do my best to give you pointers in how to communicate better with diction, with clarity and with correct grammar. It’ll be fun, you’ll see. In the meantime, thanks for reading and we’ll leave the mic on for ya.

When Is There Enough Advertising?

2007-05-22T16:54:00.000-06:00

Hey, I'm in advertising. I'm proud to be in advertising. And maybe because I'm in the industry, I really pay attention to how people do it. Advertising that is. But honestly, where is it going? Of course there's traditional radio, television, print, direct mail, outdoor and the like. But these days I'm seeing it everywhere. We all complain about the amount of spam we get on a daily basis. (Yes, that's advertising..I guess...sort of.) I'm almost used to the ads on the wall just above the urinal in the men's room. Oh, and I have a friend that actually sells advertising on cup inserts at golf courses.

But lately, I've been seeing and noticing some unusual trends. Like yard signs. Now, I know they're not new...politicians have been using them for years. But just a couple of weeks ago I saw yard signs for the circus. Hmmmm. And yard signs for our local community theatre's latest production. Hmmmm. Now, I'm thinking that traditional yard signs are okay. Like "Vote for Me, I'll Set You Free", or "For Rent", or "For Sale by Disinterested Third Party", or "Will Babysit Your Armadillo", or "Invisible Dog in Training", and, of course, my favorite traditional yard sign, "Yard Sale-Saturday 8 to 5".

Just like every other form of advertising, there comes a tipping point. A point at which we just stop noticing all together. In the 70's, Al Ries and Jack Trout wrote a wonderful book called, "Positioning, the Battle for Your Mind". In that first edition of the book, they made the observation that the average American was exposed to some 15oo commercial messages a day. Wow! That really seems like a lot. But think about it. That was before the internet and almost before our country's biggest contribution to the world was buying their products. Today, I'm guessing that number has at least doubled.

And what are we in the industry doing about it? We're printing yard signs instead of buying radio and television. We're printing messages on inserts that sit six inches underground at the golf course and we're coming up with colorful print pieces to put on the wall above the urinal. Why? Because it's easier than trying to come up with creative concepts that actually engage the listener or viewer.

Well shame on us. Maybe it's time we all got our heads together and tried to identify the real reasons traditional advertising isn't working, rather than using the same old tired messages in new media. And does it make anyone else mad that there's hardly a ballpark left in the good old USA that doesn't include the name of their corporate sponsor? I'm beginning to think that there's a very fine line between advertising and just selling out.

Okay, I feel better. Thanks for letting me vent, and if you have some honest to goodness solutions, please respond to this blog and I promise to consider and include any I like, or at least make me laugh. Now, get right back to having fun, thanks for reading and we'll leave the mic on for ya.

Thank You...No Really

2007-05-10T20:58:00.000-06:00

Lately, I've discovered a trend in our advertising business. Complaining. Lots and lots of it. "These clients don't know their @#$ from a hole in the ground." "Good grief, this is the absolute worst script I've ever seen." Hey, this is what I've been heard to say, and I'm considered a pretty darned happy guy.

Well, I'm turning over a new leaf. From now on, unless I'm willing to "Just Say No" to less than automatic Addy award winning copy, I will simply smile and say.."Thank You". Thank you for allowing me to do what it is I love to do. Thank you for putting food on our tables and allowing us to keep the doors open at the business we started 17 years ago. And, thank you for trusting us to do the best job we can with the best product your client allowed you to create.

Now this doesn't mean that I won't offer suggestions to help improve it. But when all is said and done, the bottom line is..."Thank You". Our friendly helpful staff is anxious to see you again real soon. Oh, and remember...we have plenty of free parking. Call 1-800-947-2346 today. That's right, today.

Thanks for reading, and we'll leave the mic on for ya. Good grief, the guy who wrote this doesn't know his....oh, excuse me.

Focus Focus Ooops

2007-05-01T09:04:00.000-06:00

By now you know that I come from a radio background. I spent 20 years on air, as production director and for seven of those years as a program director. Now, a program director is supposed to be in charge of the overall on air product. Everything from the morning show to the overnight show to the weekenders. Of course, everyone who's ever worked for me will tell you, my favorite oxymoron is "Steve's in charge". Things just get away from you, things just happen. You take your eye off the ball for even a moment and BOOM!, you've struck out, you've missed the goal, you've hit a triple bogey.

I'm figuring that's what happened awhile back on Iowa Public Radio. Yes, I happen to love public radio. Oh sure there's that Splintered Table show and some that I could probably live without, but overall, public radio is a real treasure. Except for that one fateful morning when I just happened to be in the car for the start of "Talk of Iowa".

You see, one of the reasons that I enjoy public radio is that they cover things that commercial outlets really don't have much interest in. But this one may have gone a little too far. "Good morning and welcome to Talk of Iowa. I'm Katherine Parkins, (I've changed the name to protect the innocent) and our special guest is Iowa State University veterinarian, Carl Rove." (Okay, I changed this name too.) "This morning's topic is Pet Safety, in particular Pet Water Safety. If your pet fell in the water would you know what to do? Would your pet know what to do?" (Please take a few moments to let that statement sink in. Honest, that's exactly what was said.)

Now, it may be because as a former program director, I think all radio content should at least be relevant. But at that moment...MY HEAD EXPLODED. I didn't know whether to laugh at the absurdity or cry at the obvious programming feau paux. I chose to laugh.

You know, maybe this is a microcosm of the world we live in today. When the identity of Anna Nicole's baby's father leads the newscast rather than the dozens killed in Iraq. When how Howard Stern may or may not have manipulated American Idol is more intriquing than global warming. But Pet Water Safety?

I've got to tell you, that when Jeff first convinced me to start blogging, I was hesitant. Not because I don't like to write, but because I really didn't think that folks would really care to read what I had to say. But hearing that the discussion of Pet Water Safety was worthy of an hour of conversation on public radio, I don't feel so bad about thinking you'd spend just a few moments reading my ramblings.

Oh, and just for the record: "ANIMALS REALLY DO KNOW HOW TO SWIM." I'm thinking if you have a dog or cat or your pet Harpy Eagle with you on the boat and they fall in, they'll figure it out. If they don't, I think that falls under the evolutionary heading of "Natural Selection". Now, get right back to having fun, thanks for reading and we'll leave the mic on for ya.

It's Only Important to a Small Circle of Friends

2007-04-30T08:55:00.000-06:00

I'm going to pass along some more "life advice" here today. This one comes from my old program director, Jim Michaels. I was doing the morning show at KMGK radio back in the early '70's when Jim walked into the studio just after 8am. He asked me, "What the heck's wrong with you?" I told him that I was just having one of those mornings where nothing seemed to matter. His reply took me a little by surprise. He said, "I don't care Steve, and no one listening here this morning cares either. Your listeners depend on you to get them up and get them going and keep them smiling. Their whole day is dependent on how you get them started."

Now, I was really skeptical that anyone would base their day on my mood, but I finally accepted the fact that it's true. Jim went on to tell me that when you're on the radio, you're hosting the best party ever. You need to smile and keep everything moving.

So, I took it all to heart. I made a deal with myself, that no matter what else was happening in my life, that during my four hour air shift, I was the happiest man you'd ever want to meet. I finally realized that it's true for all of life. No matter what's happening in your life, it's only important to a small circle of friends. No one really cares about your foibles, so deal with them and move on. If you smile upon greeting your friends and clients and treat them like a friend you haven't seen for awhile, you'll do well.

Honest to goodness, it works. Try it and just see the difference it can make in every aspect of your life. Remember, life is just like advertising..."Perception is reality." Now get out there and have fun, and we'll leave the mic on for ya. Oh, and thanks for reading.

Ain't Nothin' Like the Real Thing

2007-04-18T08:20:00.000-06:00

I was reminded that I haven't blogged for awhile. Ooops. I forgot. The dog ate my blog. Uhhh, I had the 24 hour bird flu. Okay, the truth is, my Uncle passed away last week and my time was filled with those bittersweet memories and family from all over the country returning for the funeral. The death of someone near and dear serves to remind us of what is really important in one's life. You know, people. Real life relationships that add spice to this grand adventure we call our life.

I'll always remember Uncle Junior. He taught me a lot. Like never pull his finger. Never be in front of him, within pinching range and, most importantly, never overlook the potential humor in any situation. Our life here is fleeting. There's not a one of us that's going to get out of this thing alive. So grab today with all the love and energy you have to offer and life will repay you generously.

Now get back to having fun and we'll leave the mic on for ya.
(Is it painfully obvious here that I'm child of the 60's?)

World Problems Solved! or The Ramblings of an Idle Mind

2007-04-04T08:31:00.000-06:00

Okay, so I’m confused. I don’t know why I should be, I’ve lived in Iowa for most of my life. But honest, Monday I was golfing. I had a pretty good round too, but that’s not important right now. Monday was two days ago and it was 72 degrees. I remember. Today, Wednesday, it’s snowing. Now, that’s climate change.

You see, we keep hearing that the ice caps are melting and that carbon particulate levels in the atmosphere are way up and that can only mean one thing. Gas prices are going up. Sorry, let me try again. You see, we keep hearing that Iran is developing weapons of mass destruction and that can only mean one thing. Gas prices are going up. Ooops! Okay, but just one more try and think I’ll get to the point. You see millions of people in Africa are starving and that can only mean one thing. Gas prices are going up.

Hmmm. I’m detecting a pattern here. Global warming, world nuclear tensions, starvation all have the same outcome. Let’s try one more. Medical experts tell us that an Avian Flu pendemic could happen any time, and that can only mean one thing. Yep, it seems to work no matter the problem. So, now we have a solution. Simply lower the price of gas. Come on now. All we have to do is let the government take over the oil industry, (wouldn’t that be a switch), then lower the price for everyone.

Wow, lower gas prices=no more hunger, no nuclear tensions, an averted flu pendemic. I don’t suppose it would really curb global warming, might speed it up, but it’s worth a try. Because I have a two o’clock tee time and it needs to warm up a lot.

COMMUNICATE!

2007-04-02T08:47:00.000-06:00

I thought about using an expletive after the headline, but in the interest of not scaring away the squeemish, I decided against it. Now, the only reason I even mention that I wanted to, is that I believe it to be the most important thing you’ll ever do.

My oldest brother went off to college when I was eight years old. He was an English major. When he came home on weekends, he would tickle me until I couldn’t breathe, then look me square in the eye and quote one of his professors. "God gives you one ability", he’d say. "That is the ability to communicate. You will do so with clarity, with diction and with correct grammar". It turns out to be the best gift I probably ever received.

Right or wrong, you’re judged on that ability for the rest of your life. I don’t care how smart a person is, if you haven’t mastered the language, you’re doomed to having people think you’re maybe capable of being a Walmart greeter and little else. You know what I’m talking about here. We all have a member of the family that we dearly love, maybe someone you work with, who, without warning will blurt out something like, "I wish you coulda came yesterday so we coulda went skiing".

I’m guessing it was my brother’s influence that just makes my head want to explode when I hear something like that. Now, please don’t think I’ve become some sort of language nazi here. I still love and respect a lot of people that don’t have the best communication skills, but you know and I know that they’s just not livin’ up to their pertential. (Yes, I did that on purpose.)
So, make today the day you begin your path to the presidency. Oh, wait, apparently you don’t need a mastery of the language for that one. Okay, make today the day you begin your path to being a better communicator than the president. (Maybe I should set the bar a little higher?)

Thanks for reading, have a little fun today and we’ll leave the mic on for ya.

We Come in Peace

2007-03-28T09:17:00.000-06:00

Okay, so I’m a dreamer. A sci-fi nerd. I want to believe. But in my entire life, I’ve never seen a ufo. Until last night. It was about 10pm when I stepped out on the deck to catch some fresh air. Off to the south and west was a flashing blue light. Now, there was a low cloud cover, so I figured it had to be a plane making it’s approach on the Des Moines Airport and the moisture in the clouds was making it appear blue. But I stood there for some time waiting for it to come out of the clouds and into clearer view. For twenty minutes it just hung there. Then it dipped and moved to the west very quickly. I was obviously not the only one watching, because from two doors down I heard an excited gasp at the sudden movement and one of my neighbors say, "Wow did you see that?"

It was at this point that I was curious enough to call the Sheriff’s Office. Now, please don’t think I’m a complete nut case here. My dad was the Sheriff for twenty years and I still know most of the folks there. And I didn’t call 9-1-1, I just used the regular office number. When the dispatcher answered, I identified myself and explained the situation. I asked him if anyone else had reported seeing this flashing blue light and he told me they’d had several calls and an officer was on the scene investigating. Well, at least I wasn’t crazy. I continued to watch that blue light for another ten minutes or so when it finally started to rain, driving me indoors.

I went to the internet to see if there was a blurb on the local tv news site, but nothing was mentioned. I decided to hit the hay, knowing that it would be big news for the morning programs. Nothing, nada, nyet. Not a mention on our local stations. Just before I left for work, curiousity got the best of me and I called the Sheriff’s Office one last time. "Well if it isn’t Steve Mathews", the dispatcher answered. (Told ya they know me.) "What’s up?" "I was just curious about the flashing blue light from last night". "What flashing blue light from last night?" "Oh, now don’t even try that one, when I called the deputy said you’d had a number of calls and there was an officer on the scene". "Oh, well then we should have a report here somewhere." A moment of pushing papers…and, "Oh my, we did have a few reports..on Iowa, from Kenwood, others from Ashland." (All streets in Indianola.) "So what was it?" I finally demanded. "Oh, here it is…a kite with a blue light tied to it." "You’re kidding." "Nope, that was it." I laughed, told my wife the mystery was solved, and headed off here to work.

I’ve got to tell you, that made my day. Jump started the imagination and finally made me wonder how they got a blue light that bright up on a kite. Okay, so the kite story’s probably a massive cover up and the aliens have taken over Indianola City Hall. That would explain why they made smoking in public parks illegal. And while I really do want to believe that, reality rears its ugly head and makes me applaud some kid with a good kite and a bright blue light.

That’s it, that’s all. No business analogy here. Just a thanks for giving me something to think about for over a half hour on a Tuesday night in small town Iowa. To all of you…keep your kites a flyin and your blue lights a flashin’ and we’ll leave the mic on for you. Though I’d still love to know how they did it.

The Character is You

2007-03-27T07:29:00.000-06:00

You’re right. I recently received an e-mail from one of our "Voice Class" students reminding me that this is a "Voice Blog" and I should be talking about doing voice overs. Fine! I can do that.
One of the things I start out teaching in my class is that it’s always easier to hide behind a character voice. You know what I’m talking about. You always add a little more energy and fun to any "fake" voice you might be doing. It seems that doing someone else’s voice makes it okay to do a little more acting, add a little more pizzazz. And that’s fine. But the call for character voices is miniscule compared to the need to find real people who can interpret a script.

If you’re interested in becoming a voice actor, I would recommend you pick up any piece of script and perform it in your real voice, then as your favorite character. If you can afford one of those cheap digital recorders, it’s always a good idea to record yourself and listen back. You’ll usually find that the character voice has a little more fun to it. So, what does that teach us? That we’re more comfortable being someone else. Believe me, it’s universal.

I tell my students to create a character…that’s you. Honest, it works. You don’t have to come up with a back story, because you already know it. But this forces you to step outside yourself and see you as a commodity. If you owned a business, would you hire you to do your commercials? How can you improve on you? Your voice that is. Do you sound like you’re reading the script, or do you sound as if you really believe what you’re saying?

Spend some time listening to the pros on radio and t.v. commercials. What is it about their performance that you like, or don’t like. Try emulating them in the privacy of your car on your way to work or running errands. It’s a great way to find out if you might have what it takes to be in this crazy business.

Now, get back to having fun, keep practicing your communication skills and we’ll leave the mic on for ya.