Monday Memo: Improving Results from Endorsement Spots
By Holland Cooke
Consultant
The stations I work with make big money with live endorsement spots delivered by familiar local on-air personalities. Remember them? With most AM/FM broadcast hours now robotic or non-local, your relationship with the listener is precious and can be leveraged… carefully.
Quality vs. Quantity
The more products or services you endorse, the less special each pitch will be. You’re asking the listener’s trust each time, so asking too often can sound insincere. So back-to-back “I’m [name] for [account]” is verboten, and that can happen when spots you voice air outside your show.
“Tell me a story”
When the late, great Don Hewitt – the father of “60 Minutes” – spoke at a NAB convention years ago, he told us that he was often asked, “Why is this the most successful TV news show of all time?” And he said, “I can tell you in four words: ‘Tell me a story,’” which every piece does.
Describe your personal experience with the advertiser’s product or service in before-and-after fashion – problem was, problem solved – in a relatable way.
OOPS. Are you saying, “I haven’t sold you yet?”
Often, these are long-standing advertiser relationships. Two cautions:
If you’ve been touting an advertiser for a while, DON’T say so. “For years, I’ve been telling you about [name of business].” Translation: “…and I haven’t sold you yet, have I?” Instead, keep the pitch fresh.
And keep it customer-centric; rather than talking about a store. In one spot I heard, for a sewing supply retailer, the well-intentioned host sounded awestruck as he recited the store’s inventory (“over fifteen hundred bolts of fabric!”). That’s the store’s problem. Instead, solve the listener’s problem: “Imagine the money you could save if you made all your kids’ back-to-school clothes this year? [advertiser] will give you free sewing lessons!”
Avoid saying…
- “MY GOOD FRIENDS AT [name of business],” which sounds phony.
- “All-new:”Say “new,” if it IS new, AND if newness is a listener benefit (and say why).
- “…AND MUCH MORE,” which means nothing. Weed-out stuff like this, and you’ll give copy more time to breathe.
- “Needs,” as in: “FOR ALL YOUR [product category] NEEDS” (the ultimate “BLAH, BLAH, BLAH”).
More?
My video “Make Money with Endorsement Spots:” https://youtu.be/fReiC8WLTac
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
program is hears on more than 550 stations nationwide. Two years later, Premiere launched The Clay Travis and Buck Sexton Podcast Network currently offering eight news, politics and culture podcasts. Premiere Networks president Julie Talbott says, “We’re so proud to celebrate this milestone with Clay and Buck. They had enormous shoes to fill when we launched this show, and they’ve surpassed our expectations in every way. Clay and Buck have built a dynamic, high-impact brand of talk radio that continues to grow across multiple platforms and delivers unmatched results for our affiliate and advertising partners. We look forward to celebrating many more milestones together!”
the organization. BFoA chair Scott Herman says, “We are honored to welcome Michael and Tim to the Broadcasters Foundation board of directors. Both are highly accomplished leaders whose careers reflect excellence, innovation, and a deep commitment to our industry. Their insights, relationships, and strategic vision will be invaluable as we continue to grow awareness of the Foundation’s mission and ensure that broadcasters across the country know that help is available when they need it most.”
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consumption (64%) comes from broadcast radio, yet up until today, it has lacked the targeting and measurement infrastructure available in digital. iHeartMedia’s broadcast radio stations reach more than 278 million consumers every month, and now with AudioGraph, for the first time, advertisers can plan, target, measure, and attribute that audience using privacy-safe, ID-informed insights with digital-like precision.”
Obama Presidential Center today (6/19) from 7:00 am to 6:00 pm. The station says, “Juneteenth is more than a holiday. It is a celebration of freedom, resilience, and the enduring spirit of a people who transformed adversity into achievement and hope into progress. On this historic day, tune in as your favorite WVON hosts bring you live coverage, special guests, and community reflections from this momentous occasion.”
programming strategy and content development for WABC Radio and Red Apple Audio Networks. Red Apple Media owner John Catsimatidis states, “Lee is a game-changing talent. His ability to build winning content, lead high-performing teams, and understand what audiences want is second to none. As we continue growing WABC Radio, the Worldwide News Network, and Red Apple Audio Networks, Lee will play a critical role in shaping our future and driving our success worldwide.” Harris, who spent nearly 30 years as a news anchor at 1010 WINS, joined Red Apple Media six weeks ago. He says, “Red Apple Media is one of the most exciting and innovative companies in broadcasting today. Under John’s vision and Chad [Lopez’s] leadership, the company is building something truly unique in American media. I’m honored by this opportunity and energized by the challenge ahead. Together, we’ll continue creating compelling programming, expanding our national and international footprint, and delivering content that informs, entertains, and connects with audiences across the country and around the world.”
progressive perspective.” KBLA contributor Dr. Cornel West says, “Tavis Smiley’s programming fills a content vacuum across the United States and is needed more now than ever. Under Tavis’ bold leadership, KBLA and its program hosts have helped to influence, educate, and engage previously marginalized people across this country. I’m excited for what the future holds.” Smiley says, “Five years ago, on Juneteenth, we launched KBLA Talk 1580, with the goal of providing news and information to a part of Los Angeles that had been ignored or pushed to the side for decades. We’re now syndicated in almost 50 markets across the United States with more growth on the horizon. The best is truly yet to come.”
that iHeart Audience Network’s “Stuff You Should Know” rises one place to #1, displacing Audioboom’s “Pod Save America” (#2). Other noteworthy changes include Cumulus Podcast Network’s “The Dan Bongino Show” falling one spot to #4; Salem Podcast Network’s “The Charlie Kirk Show” moving back four places to #12; and American Public Media Group’s “Marketplace” rising one place to #11. 
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the lines were cut again on Sunday, May 31 aafter a similar incident on April 19. Wendell tells the paper, “This time they must have used a cutting tool of some kind because it was a clean cut on the wire… I think it’s the same group that doesn’t like what’s going on at the radio station.” He adds, “It’s a federal offense because the station is licensed federally by the FCC,” and notes that “a conviction carried a fine of up to $250,000, up to 10 years in prison, and five years of probation.” 
the availability of professional sports programming on free, over-the-air broadcast television. The resolution comes amid growing frustration among baseball fans over the increasing number of games being placed behind streaming paywalls and spread across multiple subscription services. Morano, who previously served as host of the late-night program on WABC, New York, states, “Baseball is America’s pastime, but in New York it’s also our pastime. For generations, families could turn on the television or radio and follow their hometown team. Today, fans are often expected to juggle multiple subscriptions and streaming platforms just to watch a season’s worth of games. That’s bad for consumers, bad for working families, bad for seniors, and ultimately bad for the future of the game itself.”
Channel’s live coverage begins on June 24 and concludes on Sunday, July 5, taking place from historic locations as the National Mall, Liberty State Park, Philadelphia, Mount Rushmore, and Teddy Roosevelt’s Presidential Library, among others. Throughout the network’s special coverage, “FOX & Friends,” “America’s Newsroom,” “America Reports,” “The Five,” “Special Report with Bret Baier,” “The Ingraham Angle,” “Jesse Watters Primetime,” “Gutfeld!,” “FOX & Friends Weekend,” “FOX News Live with Aishah Hasnie,” “FOX News Sunday,” “The Sunday Briefing” and “The Big Weekend Show” will all broadcast live from the National Mall as the nation’s capital hosts the event highlighting all 50 states as well as U.S. territories during the Great American State Fair.
available. McCormick apologizes to fans for the gap in new shows. “Sorry for not being in touch for a while. Last year, one of my closest friends and frequent ‘Outer Limits’ contributor Joyce Keller unexpectedly died. This one hit hard and I needed to step away from the show for a bit.” New episodes include “cutting-edge voices in consciousness and freedom” such as David Icke, Dane Wigington, Jeff Berwick, Kim Iverson, Larken & Amanda Rose, Dr. Andrew Kaufman, Martin Armstrong, Whitney Walker, Swami Satchidanand, and Laura Shamanic Self.