How to make your Production better in just ONE Step

Production is a largely overlooked and mediocre area in CCM radio. In future tips, I’ll help you with writing better copy, but this tip is about the single quickest way to breathe creative life into Promos, Imaging, and spots that you produce:

Change the music at least once.
There’s always somewhere in the copy where the subject changes, or is modified or explained. That’s a place to change the music. It’ll step up the momentum and engage the listener more. (This could happen more than once within a given spot.)

This is assuming that you already realize that whatever music you use should “cradle” the copy. Nothing is worse than hearing a somber testimonial given with what sounds like a bad house band on a Saturday night underneath it.

There is virtually no 60-second song or produced piece that can sustain interest without a music change.

This is why movies have soundtracks. I don’t mean songs played in the movies; I’m referring to actual orchestral scene-by-scene music. John Williams’ Star Wars music, for example.

Great Production is generally a lost art in today’s radio. Lack of personnel, time, or interest makes spotbreaks and Imaging pretty boring. You can change that!