Hello radio professionals.  I thought for my latest entry, I would discuss your station's imaging...those all-important liners, IDs, and sweepers.  That seems to be one of those tasks that we make out to be more difficult than it needs to be, and one that constantly gets pushed down on the priority list.  One of the aspects of imaging that torments a program director or producer is the copy.  And honestly, as I've seen and heard at many stations, many jocks think too hard about the liner script.  Some of the best imaging has very simple wording...like just the station name and the positioning statement.  Keep it short, keep it simple, keep it consistent.  Drive home your station name and your "claim to fame" by reapeating, triple-peating, and quadra-peating.  To add some nice flavor to your liners and sweepers, use quick testimonials from listeners, or have office staff, sales staff, and friends fake them.  Have them say things like "WXYZ is my station", "WXYZ is always on my radio", "the WXYZ Morning Zoo is the only way to wake up". 

So don't think too hard...nice short phrases, use a couple voice effects, reapeat things a lot, use testimonials, and have fun with it.  Assign each jock to do some of the imaging...its too much work and too important for just one person.  And if you really don't have the time or the patience to produce some great imaging for your station, just let Joe Casper Productions take care of it.  My voice, or the one you already have.  I can help with the copy, the voice, and the production.

Happy Thanksgiving...and have a great radio day!