Wisdom from the creative (pt 2)

Some of the world's best radio creative writers are within our industry right here in Australia.

Creative people helping build small and large Australian businesses with strategic marketing ideas that they literally pull out of thin air on a daily basis.

Our sales teams can’t live without them. Our production teams are oiled by them. They are the proverbial ‘meat in the sandwich’ between an often nervous client, an eager sales executive, and an Alpha Sales manager with a monthly budget that is ever increasing.

So, if you have ever desired to work in jeans and a t-shirt, today could be your moment to find your ‘inner creative’.

I asked a series of questions to some very clever creative’s … you can read Part 1 of their wisdom here. Below is Part 2 ….but first, who are they ?

	Peter Sinclair Creative Director – ARN Sydney
	Jonathan Williams Creative Director – SCA Melbourne
	Geoff Bickerton Network Creative Director at Australian Radio Network
	Geoff Esdaile 17 years as Senior Creative Writer – SCA Brisbane
	Ralph Van Dijk Co-Founder, Creative Director, Eardrum

Daryl: What are some common things you tell clients when pitching fresh ideas to them?

Peter Sinclair – Creative Director – ARN Sydney

Being safe in your advertising is the most dangerous thing to do. Advertising is not the answer, it’s the question. What need/want is your business fulfilling and how do you fulfil it better than your competition?
https://radiotoday.com.au/music/PeteSinclairSnooker.mp3
or hear it here

Jonathan Williams – Creative Director – SCA Melbourne

I think it’s really important to listen to clients, understand what their priorities are and then explain how the idea answers their brief. There are no magic words that can win a client over. Generally, coming up with a great idea that nails the brief is the way to do it.

Geoff Bickerton – Network Creative Director at Australian Radio Network

1. The ad’s not about you, it’s about the people who buy from you.
2. The ad’s not about you, it’s about the people who buy from you, and most importantly…
3. The ad’s not about you, it’s about the people who buy from you

Geoff Esdaile – Senior Creative Writer – SCA Brisbane

I tell only a few things, but I listen a hell of a lot. And I’m ready to jump on thoughts or gems of ideas when I hear them. When they tumble out during an uncovery conversation that’s when I can tell if it will work or is valuable to the customer. If there’s anything I tell clients it’s that radio is a terrific medium that now offers access to so many audiences in so many digital platforms.

Ralph Van Dijk – Co-Founder, Creative Director, Eardrum

The listener doesn't care about your product. We need to reach out, be interesting, engaging and memorable.
 

Daryl: What are your tips to winning ACRA’s for your writing?

Peter Sinclair – Creative Director – ARN Sydney

Work on your powers of persuasion, because the biggest challenge is getting a client to approve a highly creative script.  Then if they do approve it, let’s hope it works so you can get that all important testimonial.

I’m convinced that it’s harder for Radio Station Writers to get great work to air now than when I started writing. Firstly, Direct advertisers more than ever want to see a quick return on their investment, so the demand is for “offer-driven” ads rather than “idea-driven” ads. Secondly, technology today allows clients to easily participate (interfere?!) in the Writing process.

Jonathan Williams – Creative Director – SCA Melbourne

Any brief can be an ACRA winner. Don’t assume that an everyday brief (e.g. for a car dealer or weekend sale) can’t have a great idea.

Share your idea and be open to feedback.

If you love your idea, get the right talent to voice it. If you compromise on the voice, you’ll be compromising on the results.

Geoff Bickerton – Network Creative Director at Australian Radio Network

I totally get the ACRA/Award thing, I really do.

It’s a lovely bit of soul food and it’s a wonderful feeling hearing your name called out and taking that little trophy home. It’s fantastic to win an award and every writer should strive for it, however don’t make it your sole driver.

Write an ad campaign that works first.

A glowing letter from a thrilled client boasting incandescent results will beat a funny ad hands down every time (and is actually an important part of the ACRA entry).

Believe me when a client comes to you and says “you have singlehandedly saved my business”, it has a lot more real life impact than a statue or certificate. To know you’re making/have made a difference to someone in real life is where it’s really at.

And if it wins an award as well, so much the better.

Geoff Esdaile – Senior Creative Writer – SCA Brisbane

Keep it real. Break the clichés – in other words, think of a new way of writing for that category because we’ve all heard them before and discover new talent to deliver your message. And 1 more – get out of the studio! 

Ralph Van Dijk – Co-Founder, Creative Director, Eardrum

Eardrum's mantra is 'relevant cleverness'. Scripts need both to be effective and/or award winning.

Focus on ONE single-minded message.

Fight for the budget to make your ad as good as it can possibly be.

Don't compromise when executing the script. Have a bit of pride in your work. Allow enough time in the studio and cast the best actors, singers and musicians.
https://radiotoday.com.au/music/RalphVanDCRA.mp3
or hear it here

Daryl: What do you feel are ‘killer instincts’ in young upcoming creative writers?

Peter Sinclair – Creative Director – ARN Sydney

I think we’ve made a rod for our own back with that “creative” title. I’ve heard Account Managers conducting station tours with clients introduce the Creative team as “our crazy/whacky/out there creative writers” and I hate it! For a start it implies our work is just “made up” rather than being based on professional principles and strategy thinking. And as I mentioned above, it’s so easy for clients to “be creative” themselves!

So when employing a Writer, I look for someone who displays the ability to think strategically, then apply this thinking in their writing. Whacky types need not apply.

Geoff Bickerton – Network Creative Director at Australian Radio Network

To know exactly what your responsibility is.

It’s not writing a self serving ad that makes you look good.

It’s about writing one that works its ass off  – to gain measurable business for the advertiser.

My killer instinct in all of that?

To always find out who the customer is first. I’m not talking about the client – I’m talking about THEIR customer.

As a writer you need to know exactly who it is you’re talking to, why you’re talking to them and provide them with a clear argument why the product/business you’re writing about is the one.

If you have that instinct, then you’re on the way.

Geoff Esdaile – Senior Creative Writer – SCA Brisbane

I know what you mean when you say “killer” but – the good writers I’ve come across weren’t killers they were “understanders” and “conversationalists”

They had lots of life experience to borrow from or able to converse about and love any subject. To really find delight and interest in just about anything.

Having some business respect is also handy. Someone once told me (Thankyou Andrew ‘Bag’ Sidwell) that we are responsible for turning on the clients lights in the morning.

To understand the process of making money and creating business success is vital for any writer.

Ralph Van Dijk – Co-Founder, Creative Director, Eardrum

Have a desire to subvert the medium.

Possess a dogged determination to do great work and never settle for average.

Obsess about the detail.

So, go and get your ‘creative’ on and let us know who and what inspired you today.

Daryl.

Daryl Missen has won many international radio awards and has over 20 years experience in audio production for radio, television and cinema. He is a Sound Designer for Mix 101.1 Melbourne and runs www.RadioPromoTips.com