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Clients who do their own commercials should be tarred and feathered.

Worse than voicing their own spots are clients that think they can write them. To them everything is important. As a producer I would try to explain that a 100MPH delivery and 2 different phone numbers was a waste of time and money. Some times I would, in 3 sentences, explain why it wasn't an efficient use of their :60 seconds, and in the middle of that explanation I would randomly say "My home phone when i was a kid was xxx-xxxx", and then finish my explanation. Then I would ask them what was my number when I was a kid. Not one ever remembered the number.
I always thought that radio commercials gave you name recognition, some kind of personality, and maybe build a little trust. Telling me you are selling a couch for "799 this weekend only" does't do much unless I know you, like you and trust you. So, if a client has a real personality and can translate that to a radio spot,, thats a win win, but if they suck, they hurt their business and usually end up blaming it on the radio station.

thats my 2 cents,, now I'm broke.
 
Several years ago I made my own radio spot. It was highly effective and productive. Never did it again, but at the time it was necessary. Paid my money to the station for a specific number of airs that I could afford, left it in their capable hands to put it where it would have the most impact, left it at that. I would note that I did hear while shopping the next day, one woman telling another, "You need to hear this commercial I heard on the radio. I only heard it once, but it'll probably be on again."; and she proceeded to describe my spot. It was effective for the reason I ran it, produced the desired result, and the station had a few extra listeners for awhile anticipating the spot. Exactly 60 seconds.

Incidentally, it was a number 1 rated station at the time.
 
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Sometimes there are talented radio people who can take a client into the studio and coach them well enough to get a good track for use on the air. The guy who owns my client station in Albuquerque, Don Davis, is just such a guy. 90% of their local spots are advertiser-voiced and come off sounding decently polished. I don't know how he does it.
 
"I can't use your tape, but stand here and read exactly what you put on your tape. Let me get a level...okay, Go.". Maybe I just believed that much in my product.
 
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I am with b-turner on this. Let them do a line or two with the bulk of the spot voiced by a pro. By the way in both large and small markets I have worked in I have never been at a station that chareged a production fee.
 
kzpo said:
I am with b-turner on this. Let them do a line or two with the bulk of the spot voiced by a pro. By the way in both large and small markets I have worked in I have never been at a station that chareged a production fee.
Click to expand...

Leavin' money on the table. Especially if that spot gets aired on the competition.
 
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