BE A HERO TO YOUR CLIENT. . .

Ok, I am finally going to give up one of my secrets.  It's sure fire, never miss.  To get results for your advertising, and make your client love you, do a real testimonial spot.  Everyone has a couple of customers that they know will say good things about them. The most important thing of all is - NEVER write anything for the customer to say.  They always sound like they're reading, and they blow their credibility.

Instead, chat them up at first. Get their mind off being in a recording studio, even though the "tape" is rolling.  When they're relaxed and laughing a bit, then start asking them about their experience with the client.  In a worse case scenario, when they've rehearsed so much that the "rote" starts to kick in, challenge them, throw them off track, make them convince you that the client's product really did change their life, make them a better dancer, clear up their acne, or whatever.

Remember when it comes time to edit that you have to follow the same formula that Hollywood does when making a movie.  First, introduce the Protagonist, and make him a sympathetic character, that is you audience has to like him from the get-go. Next, introduce the Antagonist and the Conflict. Let the audience follow the story's hero through the Conflict until he makes the decision to Fight the Conflict and Right the Wrong. Enter the Client, problem solved, conflict over. You can do that in 60 seconds, can't you?  Yes, you can. 

You can hear testimonial spots no matter where you are.  See which ones follow the formula for storytelling, and you'll discover which are the true heroes.

Thanks for reading

Ron Harper - March, 2004

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