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The questionable quality of some radio creative can attributed to the following points:
1. Too many briefs, not enough writers
2. Most new writers do not have any sales experience, which can affect the effectiveness of ads in terms of it relevant call to action. Knowing how to effectively use 'Hot keys' or 'Hot phrases' which will engender a positive response for the client is simply missing in many cases in my experience.
3. The need to limit access to higher quality talent by stations watching the ever growing bottom line
4.The need to waive the production charge to remain price competitive in the market place: which can be overcome with a committment to placing a greater value on your own station, product and content.
5. Too many senior creative people leaving to go to agency or start thier own business. They simply are not around to impart the knowledge as the once where.
These are just my thoughts based upon my experience.
Causes:Deadlines; Sales v Copywriters; Clients who consider that they are the B-all and end-all of advertising;
Solutions:More time; more money; Sales people need to re-educate know-all clients;
This problem isn't just related to radio, but across the whole spectrum of media that uses advertising. Specialist TV channels have the same difficulties, even at the promo script level. Causes include inexperienced staff and a lack therein of wider exposure to other mediums amongst the 'producers' and 'writers'. As much as it is often a pain, mentoring and collaboration are essential in these areas. Sure, I hear you: we're running a business, not a training camp! But in these times where school leavers and uni students on vacation are being given positions of substantial responsibility with copywriting, the only way to 'keep the bar raised' is for those with the background and experience in the industry to impart knowledge and guidence upon those who require it, whether that be informally in the office, during drinks after work or during 'official' in-house team meetings. All of a sudden, our job descriptions seemed to have broadened...
As a copywriter in a regional market I am in agreement with a lot of the statement already made about sales reps and know-all clients. We're in a fortunate position at out station and have 2 writers. One of the fundamental problems we encounter is the communication gap between the writers and the clients. The reps just don't know what questions to ask, and frankly once they've made the sale, they don't care. They should, but they don't. As a copywriter I think the onus is on us to make time to speak to the client. Tell the rep by all means, even if they say no, it's not something you're going to loose your job over. When we speak to the client it's much easier to find the real offer, the point of difference, the campaign objective and then devise an appropriate call to action. The more copywriters take the iniative to talk to clients, the better.
Oh, and I think we writers would do well to hold back our egos when our creative brilliance is crushed. It's usually then that I rush for the cliche sheet and give 'em what they deserve! But that's not really the best thing to do.
Bottom line: take the iniative, speak directly to the client.