Got a good reason for what you're doing?
Staying creative when writing and producing imaging and promos is such a tough thing. There are days when the well just runs dry and you find yourself lacking a fresh perspective on what you write and piece together. Promos that are listener/viewer-focused, concise and memorable aren't easy. Cranking them out quickly sometimes feels like shooting a bunch of arrows with tired and blistered fingers hoping they'll hit their mark.
I work with an alternative rock station in Canada that puts something very unique on the header of their promo copy. They have a line called "Creative Rational: ________" Now granted, it rarely gets filled in because let's face it, who has time for that when the promo is scheduled to hit the air in 20 minutes. But it's a good reminder to whoever is writing the copy to have a reason for what they write. Sure, it can be funny or random, but if it doesn't help to further the stations brand or the message of the promo, it's going to miss the target. And couldn't we all use a few more bulls-eyes? Plus, this station is also cool because they let me talk like a manly-man once in awhile.
