Tim came in with a professional jingle, and an idea that wasn't. It's just that Tim wanted to take the long way around getting to the point of his spot.

Standing right beside me in the studio, Tim saw how I would write his spot. I showed him how to write a "grabber" opening, and then put "headlines" thru the rest of the copy, so the listener would be left wanting more information. It was only 40 seconds of copy within his donut jingle, but I carefully explained what goes where, and why folks respond to a message like that. He voiced it in only two takes.

THEN he took the same ideas and recorded his TV spot using the principles he had learned that day. I didn't know it until I saw the spot a few weeks later, but Tim had taken careful aim at his target, and scored a bulls eye.

Thanks for reading.

Ron Harper - April '02

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