It’s funny how my brain works some times.
(To paraphrase from “Sling Blade” that’d be funny strange not funny ha ha.)
I have a bad sacroiliac joint that does all sorts of bad things to my lower back/hip region when it gets outta whack (that’s the technical term.) And recently (like recently as in today recently, as of this blogging recently) it decided to get squirrely (another technical term.)
So I dialed up my chiropractor and got squeezed in to her packed schedule. After a few seconds of poking and prodding and being told for the kamilliontrillionth time (technical term) that I NEED NEED NEED to do this stretch and that stretch, I got adjusted and relief came. Thanks for all the well wishes and thoughts and prayers in my minutes of need. (THAT’S funny hah not funny weird.)
Sorry. Got side tracked. Where was I? Oh yeah, my brain and how it works. The point of all this is I had an epiphany. No matter how many times an expert says to do x, y and z, we don’t always do it. EVEN when we know we should. EVEN when we have done as directed and gotten favorable results. Why? Because we as people (what else would we be?) are lazy and resistant to change. (That would be the epiphany.)
I’m sure this comes as zero surprise to some and to be perfectly honest, it’s not a surprise to me either. Which brings me back to the inner workings of my brain and one overwhelming thought that hit me as I was lying on the chiropractic table: Ya gotta shake things up. Even if shaking things up is as easy as letting go and doing what an expert says needs to be done.
It really is that simple.
So if your radio commercial stops working, shake things up. Change the voice. Change the copy. Do something different. Take an approach you haven’t ever done. What’s the worst that can happen? It might just work.
When you’re ready to shake things up, the experts are here.
Ian Cohen is Production Director at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the RSS link above. Visit our website TheRadioAgency.com