The Power Shift: Embrace it or fail!

Nick Michaels
Copyright 2016 American Voice Corp. All Rights Reserved

Did you feel the earth move under your feet? Probably not because unlike terrestrial earthquakes this was a digital one. Don't let that make you think it is not powerful. This one, if it were terrestrial, would make California an island.

The power has shifted from the sender of the message to the receiver of the message.  This changes everything. If you want to create effective messages you have to toss out any idea of overt selling or making the message about your product or service. 

Turn the camera or microphone around and make the message about the audience. 

Is Your Brand Intimate and Emotional Or Is It An Endangered Species

Intimacy and Emotion  are the key to reaching an over communicated audience or consumer. Why are some brands like Netflix and Amazon beloved while others like Comcast and Walmart are despised?
The perception of whose side they are on.

Netflix is on my side. They let me watch whenever I want, as much as I want and in whatever increments I want. Comcast is always pushing me around. They are not on my side...  in the over communicated world this perception is EVERYTHING.

Radio and audio entertainment have a huge advantage in this area, which has largely been left unused. Radio and audio are the most intimate and emotional of all media.

Are You Crying Yet?

Nick Michaels
Copyright 2016 American Voice Corp. All  Rights reserved

In the Over Communicated World the best commercials don't infuriate you or annoy you or contain a call to action....
THEY MAKE YOU CRY.

https://www.youtube.com/watch?v=RTk8sx3tmfg

KILLING TIME IS NOW A CAPITAL OFFENSE

Nick Michaels
Copyright 2016 American Voice Corp. All Rights Reserved


In the over communicated world, time is more valuable than money. You can lose all your money and get it all back the next day but you cannot get back one second of time no matter what. Wasting an audience's time is a sin they no longer forgive. Think about this... When was the last time you heard someone say something like this "I'm just killing some time waiting for my friend Bob to show up so we can go to the game together?" In the over communicated world of multi-tasking and on demand, killing time is a capital offense.

If there is one thing to learn from this election it is that the status quo is no longer acceptable. Now, more than ever, familiarity breeds contempt. Are you different? Does your work sound like everybody else's work.? Are you still using those same formulas and parameters that worked in the past? Do you have some big ballsy voice reading copy, that is self serving and meaningless to your audience, in a manner that sounds totally artificial and contrived? Are you WOOSHING and SWOOSHING your audience to tears. Hint: nobody gives a damn that you are ( insert city name here) Best Rock!

Are you playing the same songs over and over. When most of your audience is walking around with 3 times as many songs as you have in your playlist  IN THEIR POCKET AT ALL TIMES?

Do you give the audience a compelling reason to be there?

THE REAL COST OF NEGLECTING CREATIVITY

Nick Michaels
Copyright 2016 American Voice Corp. All Rights Reserved


The real cost for big corporate radio's neglect and lack of respect when it comes to creativity is the connection to the audience. It's a mistake made by big corporate radio BUT paid for by the audience.

How much longer do you think they are going to be willing to pay for big corporate radio's mistake?

Radio Is Choking On Its Own Corporate Speak

Nick Michaels
Copyright 2016 American Voice Corp. All Rights Reserved

Think the world of radio has gotten a little too corporate?? 

I read recently that Radio Disney has just named Alli Simpson to the newly created post of, are you ready for this, YOUTH ENGAGEMENT OFFICER. If you don't see the problem right there you should give it up. 

I wonder how someone like the late Tom Donahue or a teenaged John Lennon or Bob Dylan would have felt about being named a YOUTH ENGAGEMENT OFFICER? I don't think they would have liked it. It sounds like some agency that should be headed by Tricky Dicky Nixon, where you get a reward for turning in your friends. 

The business of radio is killing it! Too much formula and and corporate speak and not enough HUMANITY.

In the over communicated world it is better to speak in a human voice than a corporate one.

BEWARE OF GEEKS BEARING GIFTS

Nick Michaels
Copyright 2016 American Voice Corp. All Rights Reserved

The two biggest lies about technology!

1: Technology will save you time
Technology eats time the way Humpback Whales eat Krill, by the TON

2: There will be an endless amount of new creative expression now that the media has become "democratized".
It is true that the amount of content will explode exponentially, however it will be devalued to almost zero. Sure some people will be able to monetize some content but you better like cute cat videos.