Too Much Copy, Pt. II

Scott Pollak · Posted: Tue Apr 29, 2008, 15:26 (GMT) Post subject: Too Much Copy, Pt. II

Someone - Maxine, I think it was - asked about getting too much copy to fit in a spot. It seems to happen to me almost daily. I just now got done cutting yet ANOTHER agency spot where the copy was 215 words for :51 of available space. PLUS, the phone number, which was not spelled out, was given THREE times, making a total of 245 words for :51 seconds. (As a reminder, 160 to 180 words is generally accepted as the right pacing for a :60).

So what did I do?
Read the whole thing, made it fit inside the :51, THEN read it how it should have been read, stretched the music bed and gave it to them as a 1:25 spot. Let them hear it for themselves. I think you'll enjoy this.

Oh, and yes, I PURPOSELY left my Southern 'lilt' in this read since the music bed has a country feel to it.

Diane Havens · **Voice Talent** Joined: 09 Jun 2006 Posts: 1281

Yep. Just putting it side by side makes the point, doesn't it?

Melba Sibrel · Posted: Tue Apr 29, 2008, 16:07 (GMT) Post subject:

Owww!!! That fast read makes my head buzz. I mean it literally hurts. That could cause LSD flashbacks and epileptic seizures. Anxiety disorders and rioting in the streets. Tell them to stop it! Smile

James Lorenz · **Voice Talent** Joined: 28 Feb 2007 Posts: 254

That's exactly what I do Scott. If they seriously needed it in :51, they'll love what you did with it. I understood every word and it sounded great!

Maxine Dunn · **Voice Talent** Joined: 25 Apr 2004 Posts: 675

Yes, it was me that posted that topic in the Pro’s section recently. Here’s the link if anyone would like to read some of the great suggestions and discussions on how to read over-stuffed copy: http://voiceoversavvy.com/ftopic5658-0-0-asc-.html

The thread is called, “Help! Waaaay too much copy for a :30! What to do?”

Max.

.

Maxine Dunn · **Voice Talent** Joined: 25 Apr 2004 Posts: 675

Also, here's a link for the voice-seekers who peruse these forums and write radio copy. Jeffrey Hedquist is a master at writing and producing radio commercials and has a GREAT newsletter, as well as hugely informative tele-seminars and a bounty of information on his website. http://www.hedquist.com/index.php

As over-stuffed copy is obviously an ongoing problem, he's a great resource for voice-seekers to learn from. If you're looking for help on how to write outstanding radio copy and how to get your message across in a way that will move people to buy your product, (as opposed to quickly zooming through a laundry list of what your company has to offer), I highly recommend checking out his website.

http://hedquist.com/index.php

Max.

Lee Gordon · **Voice Talent** Joined: 22 Oct 2004 Posts: 1549

Scott -- No good can come if this. The client is going to listen to those two spots and, instead of doing what they should do -- i.e. cut some copy so they can have a true 60 that's closer to read #2 -- they are either going to love spot #1 (typical small-time retailer reaction) or are going to want to run spot #2 as is (A.E. won't be able to explain to client why that can't be done -- if he or she even understands that it can't). Either way, you're going to be tearing your hair out.

Max -- Jeff Hedquist used to be a partner in a studio here in town where I recorded many a spot down through the years. Jeff sold his share and moved to the midwest a couple of decades ago so I barely got to work with him. But one thing both guys were always known for was quality work.

Lance Blair · Posted: Tue Apr 29, 2008, 18:08 (GMT) Post subject:

I like how they gave you no time for the script, but they give the singer at the end forty eight weeks to sing "It's REEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEM..."

Oi vey.

Claire Dodin · **Voice Talent** Joined: 16 Aug 2005 Posts: 400

I have no idea how you managed to speak so fast and still be clear! It's truly amazing!
That said, of course the second one is better, but it's too long. No one wants to listen to an ad that long, they just need to cut the text, there's no need to say that much.
But hey, that's their problem, you did a great job!

Scott Pollak · Posted: Tue Apr 29, 2008, 19:04 (GMT) Post subject:

Oh Claire, I can't talk that fast! What I did was first read it as fast as I could, THEN edit out every single space, overlap the cuts, THEN time-compress it in Cool Edit.

Here's me reading it just about as fast as I could normally.

Allison Scussel · **Voice Talent** Joined: 25 Apr 2007 Posts: 928

Out of curiosity Scott, how many tracks did you have to overlap?

The 1st take was so fast, it would make the average radio listener hit the "seek" button on their radio in a split second. The message is lost and the client wouldn't get their money's worth.

The 2nd take, like everyone said, is just way too long and wouldn't fly. Although you sounded very natural and the message was understood.

I hear this problem on a network level all the time. The first :15 sounds real, then the remaining :15 is sped up so fast, I can't even figure out the outcue. Wish I could post an example, but I'm at home at the moment.

BTW: Thanks for the links Max.

~Allison~

Scott Pollak · Posted: Thu May 01, 2008, 12:43 (GMT) Post subject:

Scott Pollak · Posted: Fri May 02, 2008, 19:27 (GMT) Post subject:

I just don't get it. I just don't.

This is the THIRD one of these they've sent me, each for a different local HVAC supplier that is obviously doing co-op with Rheem. Today's copy was 213 words PLUS the phone number 4 times, which equates to 253 words for :52 seconds of available space.

This is similar to the first one posted, but you may get a giggle out of it. You'll probably be out of breath from listening to it. As I've done with the others, I've sent them this version as well as one read at a reasonable pace, which times out close to 1:30.

Lee Gordon · **Voice Talent** Joined: 22 Oct 2004 Posts: 1549

First of all, Scott, you're not the one who doesn't get it, but I wonder if the account executives at the radio station get it. Somebody needs to explain to the clients that they are entitled to only so much copy for their 60 seconds worth of air time. It's been my experience that many account executives are petrified to say anything to a client that might provoke that client to rethink the decision to advertise on radio -- that is, if the AE even understands the issue in the first place.
The other problem apparently stems from the co-op ad department at Rheem. They obviously supply ready-made copy that the local dealer need only insert his own address and phone number info. However, I'm guessing that the Rheem copy template chews up 45-50 seconds of generic Rheem information and leaves only 10-15 seconds for the local dealer who, since he's probably paying for at least half the air time cost, expects to be able to say more than just his address and phone number.

Melba Sibrel · Posted: Sat May 03, 2008, 00:03 (GMT) Post subject:

Well, that's just useless. These people need a whuppin'.