Is The Big-Voice Promo Dead?

It's 2005, and still, radio imaging is filled with similar sounding big voices reading copy that's trying too hard to be cool. There are a few bright spots out there, but few.

For male radio, I get why imaging tends to sound like that... big guy, sayin' stuff... I think it's tired as hell - but I get it. I think there's got to be a better way - but...

When it comes to female radio... well, I call b.s. on that one. I know more divorced radio guys writing bad copy for female radio. I recently heard a promo for an iPod giveaway with phrases like "The 21'st century digital random revolution."

What?!?!?

They're giving away one of the hottest trendy must-have items, and they're littering their airwaves with nonsense like that? As the promo played, I sat there, thinking "It's a free iPod pre-loaded with hit music. Why are you not telling them it's a free iPod loaded with hit music! HELLO!!!! Tell 'em how to win!"

And that's when it hit me.

It seems like every station is doing the same style of promos, and very few stand out. Even if the copy had been better, would the promo I heard have stood out? Maybe yes - but maybe no.

Maybe it's time to try something different. Maybe it's time to give the typical big-voice promo a rest.

Take a look at a typical end-of-music-sweep scenario. The last song ends, the jock does a talk break into a promo going into spots.

Why not drop the talk break, and drop the promo too... Replace them both with one live promo surrounded by tight bookends.

• OPEN - Voicetalent: "This Week On KISS." ...bed...

• Jock live talk about the contest... what to win, how to play...

• CLOSE - Voicetalent: "Win an iPod pre-loaded with Today's Hit Music just for listening to 104.3, Kiss FM"

It's a lot less clutter on the radio, it promotes your contest AND your air talent, and it's the sort of thing that's consistent enough that listeners just might start paying attention to it to see what they can win.

Just think about it.

NOTES and/or DISCLAIMERS:
1. Always leave the open simple and tight. Make it identical every time. The point is to have a recognizable intro that can be used for any promotion so that when listeners hear it, they'll know what's in it for them.

2. Want to spice it up a bit? Customize the intro each time by adding the prize... but still, keep it TIGHT. The intro is only meant as an attention getting stab.

   ...Example:

   Instead of just "This week on KISS" [...bed...]
   It becomes: "This week on KISS - Win an iPod pre-loaded with Today's Hit Music" [...bed...] And lookie there! It's your slogan, used in a meaningful way. Proof of performance.

3. Have the jock do the promo live - every time. It sounds more exciting and interactive than another typical canned big voice promo, and it gives you yet another way to promote your air talent, which helps you to further build your brand.

4. "But I'm stuck in a long gone era and I live and die for big voice promos! It's still 1985 in my world muthafukka!!"

   ...Sigh.   Fine...   Rotate one of these promos with your typical big-voice promo.

5. I made up 104.3 Kiss FM. It's a fictitious example.

6. The guy who wrote that crap about the 21'st century digital random revolution may in fact be happily married. For all I know, he is a she. I was just making a point. There's definitely a relationship between guys who can't maintain a loving relationship and guys who write bad copy for female radio. Think about it and you'll know what I mean.

7. P.S. If you use this idea on the air, I'd love it if you dropped me an email, just to let me know. Thanks!