Creative Conversations from The Norman Agency

Even more tips for performers and producers/directors of radio commercials. With The Norman Agency's Jim Norman and Becky Trenton, and New York actor Doug Shapiro (www.dougshapiro.com or www.thesavvyactor.com).

More tips for radio-ad performers and directors/producers about better ways to work -- and to work together. Featuring New York actor Doug Shapiro (www.dougshapiro.com or www.thesavvyactor.com).

How can radio-commercial directors (producers) get better performances from actors? How can actors get what they need from directors in order to give those stronger performances? Most importantly, how can professionals on both sides of the studio glass communicate more effectively with each other and together create more effective ads? Jim Norman, Becky Trenton, and New York actor Doug Shapiro (www.dougshapiro.com or www.thesavvyactor.com) sat down at 38 Greene studios in Manhattan to answer those questions.

We researched three years' worth of angry comments -- posted on internet forums and blogs and filed with the Advertising Standards Council -- directed at radio ads. The result? Our Top 5 Countdown of what listeners hate about radio commercials. (Think of it an as an ad-visory.)

We discuss Steps 6 to 10 of the development of a Creative Brief that will result in effective, business-building radio commercials.

Effective, business-building radio commercials start with a great Creative Brief. In this conversation, we discuss Steps 1 to 5 (of 10) in the development of a great Brief.

Why, in addition to having great radio commercials, you also need great airtime schedules. And some ideas about how to get them.

How flawed premises, faulty facts, and fake performances can ruin the effectiveness of your radio commercials.

How to make sure your ads aren't helping your competition succeed.

Why radio commercials should be created with the same care as other marketing communications, like print ads.

When to use which length of radio commercial.

The value of working with a great sound designer/recording engineer.

Big ideas shouldn't just be the creative ones.

How to kill a campaign's effectiveness with cliched and cookie-cutter ideas.

How do you go about finding the perfect voices for your radio commercials? We talk about some of the methods.