Comments on: What You Didn’t Hear On the Radio http://www.multnomah.edu/blog/2009/09/28/what-you-didnt-hear-on-the-radio/ The Official Multnomah University Blog Wed, 17 Apr 2013 15:52:05 +0000 hourly 1 http://wordpress.org/?v=3.5.1 By: Phil Bernstein http://www.multnomah.edu/blog/2009/09/28/what-you-didnt-hear-on-the-radio/#comment-308 Phil Bernstein Sat, 17 Oct 2009 18:36:51 +0000 http://blogs.multnomah.edu/University/?p=1733#comment-308 Over fifteen years of doing radio commercials, I’ve done many “testimonial” spots. Some work well, and some don’t — it all comes down to the quality of the story, and the authenticity of the person delivering the message.

What makes Brian’s testimonial work so well is that:

1. He had a great story to tell.

2. He was an excellent example of a target student, so his story resonates with others in a similar position.

3. His enthusiasm for Multnomah University was clearly genuine, and his passion was evident throughout the interview.

I knew as we were recording the interview that the commercial would almost write itself. Thanks to Brian, Robert Leary, and all at Multnomah University for the opportunity to put it together.

]]>