Unless you live in a cave, you have likely heard the ramblings of the new Charlie Sheen. His catchphrases are starting trademark wars and his sudden popularity summons the question, madman or prophet? Sheen went from the highest paid actor in history to being an unemployed drug addict, yet a week later he managed to get one million twitter followers in 24 hours (and is now up to 3 million.) Despite drug addiction, public humiliation, and unemployment Charlie Sheen calls himself a winner. "WINNING!" is Sheen’s number one catchphrase and his new tour My Violent Torpedo of Truth/Defeat Is Not an Option has sold out across the country. His colorful and unusual phrases and syntax have even created a verb called, "Sheening."
I’m not advocating for his behavior, nor encouraging anyone to take the same path, but believe it or not there are a few things we can learn from Sheen. His antics seem to have worked wonders in getting on-line marketers to pay attention to how he's doing it. These techniques can also be used for effective Radio marketing.
Be 100% Authentic
When Charlie Sheen is speaking or delivering a message you know you are getting the real deal. He lives without apology. Whether you agree with him or not, his authenticity speaks volumes and has remarkable appeal. There is nothing phony about him.
Keep this in mind for your next radio spot. Embrace your passion. Make sure you speak with authenticity about your product or service. Don’t be afraid to take risks, be a little wacky, and walk out on a ledge. Remember the number one rule: be the most YOU you can be. The world worships original thinking.
Own a Catchphrase or Slogan, and Repeat it Often
We live in an over-communicated and over-stimulated society. As an advertiser, it’s important to focus on one or two key points and repeat them frequently. Businesses, celebrities, and talk show hosts are using “Sheenisms” by the mouthful. "Cauldron of Awesomeness," "Tigerblood," "Do the Math," and "Duh, Winning" are just a few. How did Sheen manage to make his slogans so sticky? He used them over and over again in all of his correspondences. Whether in person, on Twitter, YouTube or Radio he made his brand stick. As a matter of fact he probably over-used these catchphrases, but repetition is what it takes to get into the minds of your listeners.
Develop a power slogan(s) or catchphrase for your brand or business and use it on your Radio spots as well as on your website and social media touch-points. Use it often and remember to invest in many radio spots over a short period of time, instead of stretching out your spots. The quicker you can get into the heads of your listeners, the quicker your brand will stick.
Be The Winner You Claim to Be
When he got fired Sheen didn’t sit around and mope about it. He got back on his feet and created a new life for himself. He sparked millions of people’s attention while he was picking himself back up. He proved to be the winner he was claiming to be. He created a website and a twitter page and began to communicate with his audience directly. He started to recognize his weaknesses and brought them to the forefront by making fun of himself, and then created a new catchphrase to add to his plethora: “Plan Better”. Sheen gets away with a lot because he delivers. He was the top paid television star for a reason, and now he is getting millions of people’s attention because he’s consistent and is still delivering.
You're not just investing in advertising, you're investing in your brand experience. Audio branding is a powerful tool that can catapult emotions and connection. Make sure your brand personality is as amazing as your product and service, and vice versa. Follow through with your message. Consumers are more savvy than ever. They will look up reviews about your brand, and investigate your authenticity. It’s important to deliver a top-notch product so that you can stand by your words.
So the moral of this story is: "Do the Math" and be a "Cauldron of Awesomeness." Get on the airwaves and show off your product or service, start "WINNING" and become the new "Tigerblood-Warlock of Radio"!
One of the greatest challenges of running a business is to build a successful corporate culture. This slidesshare shows the importance of storytelling to build value and success throughout a company's culture.
Some say it's how much information that is given or how quickly you can grab a person's attention. Others say it's the repetition of your brand name and the "call to action." Although this is all good advice, a truly effective radio ad should be treated as a tiny short-story that has relatability to the listener.
The question is, "What's your story?" and "How are you telling it?" This can take many forms and the options are limitless. When reviewing popular and award winning radio ads, you will find that some stories are told through music, while others are told through vocal pitch, repetition, or mnemonic techniques.
Let's look at the ingredients of a good story:
Theme - A theme is something important that the story is trying to tell us—a good theme incorporates something that might help us in our own lives.
Plot - Plot is most often about a conflict or struggle your customer faces.
Structure - At the beginning, jump right into the action. At the end, wind up the story quickly.
Characters - You want to make your audience relate to the characters in the ad. Make your the characters be distinct.
Setting - Set your story in a place and time that will be interesting or familiar. This can be done through music, sounds of nature, food sounds, or sounds of the city.
Style and Tone - Wherever you can, use action, sounds, music and speech to let the audience know what’s happening. Sound it. Don’t tell it.
The best stories have a strong theme, a fascinating plot, a fitting structure, unforgettable characters, a well-chosen setting, and an appealing style. Try for all of these.
Here are a couple more examples of successful Radio Ads. When you listen to them try and understand the theme, plot, characters, and setting.