I was hired recently to write and produce a
radio spot encouraging the listener wanting to send flowers to do
business with a local florist in the recipient's neighborhood,
rather than going through one of the 800-number services.
The client, owner of a family flower shop in Pullman, WA, feels
strongly that a customer is better served by dealing directly with
the florist, as opposed to relying upon a middleman to place the
By going directly to the local florist, the customer avoids paying a
"convenience fee" to the middleman; all the money goes toward the
flowers and delivery. These days, simply Googling the name of the
town and "florist" will yield all the necessary information for
placing the order directly with the florist, who knows exactly what
they have in stock, which varieties are particular fresh, fragrant,
long-lasting, or colorful. They can also fine-tune the arrangement
and the delivery to suit the customer's desires.
In other words, the florist's personal involvement makes all the
The radio spot is :60-seconds, formatted :50/:10, meaning there's
room at the end for a local florist to tag and personalize it. Feel
free to share it with your colleagues in the floral business,
compliments of Mayor Mitch. Click on the link
below to download it.
Would you like to hear
how our station client in Fergus Falls, MN
turned the GBS Summer
Safety Campaign (investment: $169) into $56,000 worth of additional
Listen to Rod's 12-minute interview with
Lakes Radio General Manager Doug Gray,
who shares his team's formula
for successful telemarketing. Pure gold!
Growing up in Chicago I learned to appreciate
an honest great steak. In recent years it's become more difficult
here in Pullman, Washington, to find
well-marbled steak. Fortunately, one of my good advertising clients
happens to be the local family-owned supermarket, whose meat
department manager will cut steaks to order and is willing to keep
an eye out for particularly choice cuts.
Now, I have another client who happens to sell Big Green Egg grills.
After two or three years of writing ads for him, I finally succumbed
to my own copy and invested in one. Make no mistake, it is an
investment. They're pricey suckers. And worth every penny. (Google
"Big Green Egg" and you'll see just how fanatical their following
Last month I was invited to be a guest chef at the dealer's Big
Green "EggFest" and I decided to grill ribeyes, my favorite cut.
Many people who stopped by for samples said it was the best steak
they'd ever tasted and asked for the recipe. My lovely wife
suggested that some of our radio friends might enjoy it, too - so,
ROD'S GRILLED RIBEYE STEAK
Three keys to a great-tasting steak:
1) start with a well-marbled high-Choice-or-better steak;
2) get a good char on the outside;
3) but don't overcook them!
Please donít waste your money on USDA Select beef. Even if it
carries a fancy name, ordinary, chewy
beef isnít going to cut it on the grill. Be picky. Look for
well-marbled USDA Choice or even USDA Prime steaks. If you search
for them, you can find them. My friends at Dissmore's IGA get them
every so often and Costco is always a reliable source.
Get your steaks cut thick. I like mine cut 1 3/4 inches and my
grilling instructions below are based on this thickness and
medium-rare doneness. Adjust yours accordingly.
For a good, crusty char, melt some butter and baste the steaks
liberally. Donít you dare use margarine! Then sprinkle liberally
with Kosher salt. Since you're working with thick steaks, you
needn't worry about getting them too salty. Most of it will burn
off, leaving just a yummy crust. Add some freshly ground black
pepper to taste, and you're ready to grill the steaks.
Make sure your fire is HOT! This is one if the neat things about the
Big Green Egg. I can get it up to 650-700 degrees, which is perfect
for searing the steaks. I give them a couple of minutes on one side
(lid closed), flip them and sear for another 2-3 minutes (lid
closed), flip them again (and you get extra points if you also turn
'em 45 degrees to get those attractive perpendicular sear marks from
the cast iron grate) and grill for a couple more minutes (lid
closed), then flip for the last time, closing the lid and the air
vents for this last segment.
Test for doneness (around 132-134 degrees F. and reddish-pink inside
for medium rare), then remove and plate the steaks under a tent of
aluminum foil, letting them rest for 5 minutes so the the juices can
settle. Remember that theyíll continue to cook, even when taken off
the grill. Donít wait too long to serve and enjoy. Perfection.
What if you can't find thick steaks? Let's say you end up with, say,
1-inch steaks, follow the 1+1+1+1 rule: grill them over high heat,
say 600-650 degrees, for one minute; flip and grill for another
minute; flip again and grill for one more minute; flip one last time
and grill for one last minute. Promptly remove and let rest for just
a couple of minutes; longer, you risk over-cooking them.
Side dishes I like to grill:
Veggies: asparagus, young zucchini or summer squash, sweet
peppers...yum. Let them marinate in Italian salad dressing for half
an hour before grilling. We like to squeeze fresh lemon or lime
juice on them just before removing from the grill.
Whole onions get really sweet when grilled. I cut a slice off the
top and bottom after peeling them. Place one onion on a 12" square
of aluminum foil, put a pat of butter on the top of the onion,
sprinkle with your favorite seasoning (try some of the Dizzy Pig
rubs if you can find them), fold up the corners of the foil around
the onion and twist shut, like a giant Hershey's Kiss, then place on
the grill. I start these early while the grill is getting up to temp
for grilling the steaks, giving them a 15- or 20-minute head start.
By the time the steaks are ready, so are the onions...and man,
they're a treat!
Baked potatoes. This is so simple to do on a covered grill and is
nearly bulletproof. Use nice Russet bakers. Wash and pat dry. Place
in a baggie, pour in some EVOO, then shake or massage to coat the
skins. Remove the spuds, sprinkle generously with medium grind sea
salt or Kosher salt, then place them along the sides of the cooking
grate. Again, it's best to start these while the grill is getting up
to temperature, as they'll take a while to cook through. (How long
depends on the size if the spud; the small ones finish faster than
the gigantic ones.)
Don't forget to pierce each spud with a fork before grilling, to
avoid having them explode.
Have a great summer. Grill often and count your blessings!