{"id":1981,"date":"2020-01-30T11:40:05","date_gmt":"2020-01-30T00:40:05","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=1981"},"modified":"2020-01-30T11:40:05","modified_gmt":"2020-01-30T00:40:05","slug":"promo-script-writing-tip-1","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/promo-script-writing-tip-1\/","title":{"rendered":"Promo Script Writing Tip #1"},"content":{"rendered":"<p><em>By David Kidd, BPR<\/em><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1431\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=108%2C109\" alt=\"\" width=\"108\" height=\"109\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?w=298 298w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=150%2C150 150w\" sizes=\"auto, (max-width: 108px) 100vw, 108px\" \/><\/p>\n<p><em>\u201cIf I had more time, I would have written a shorter letter\u201d<\/em> is a quote often attributed to Winston Churchill.<\/p>\n<p>And it says it all. Concise writing is difficult. But it\u2019s important\u2014not just as a matter of good writing but for effective communication.<\/p>\n<p>We\u2019ve all heard radio promos that just seem to go on and on\u2026. the copy is too long, not entertaining and, as a result, the message gets lost.<\/p>\n<p>There\u2019s no cut-through.<\/p>\n<p>There\u2019s one station I know of that was running promos nearly 60 seconds in duration for ANY contest or event. The promos weren\u2019t entertaining\/funny (even though the program director thought they were), the copy was repetitive and the listeners were often left confused as to what message the promo was trying to convey.<\/p>\n<p>How do I know this? We tested a number of the promos with the listeners.<\/p>\n<p>I\u2019ve written before about how listeners treat station promos as no different to commercials\u2026.. \u201cthey\u2019re an ad for your station\u201d\u2026\u2026 and how promos can contribute to clutter.<\/p>\n<p>So step 1, write your promo, let it sit for a few minutes and then see what words are extraneous\u2026.. what one word could replace three words.<\/p>\n<p>Then, repeat the process.<\/p>\n<p><em>Treat words like weeds in your garden<\/em>.<\/p>\n<p>Get rid of them.<\/p>\n<p>\u201cWord economy\u201d has been defined as \u201cthe practice of using fewer words to say more\u201d.<\/p>\n<p>&nbsp;<\/p>\n<p>Yes\u2026. the old \u201cless is more\u201d principle.<\/p>\n<p><em>Are you practicing it?<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By David Kidd, BPR \u201cIf I had more time, I would have written a shorter [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1987,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2020\/01\/writing-notes-idea-class-7103.jpg?fit=4604%2C2722","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=1981"}],"version-history":[{"count":4,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1981\/revisions"}],"predecessor-version":[{"id":1990,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1981\/revisions\/1990"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/1987"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=1981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=1981"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=1981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}