THESE ARE THE QUESTIONS YOU MUST ASK As a radio advertising expert whose job is to teach radio advertising professionals how to write effective radio commercials, I run into lots of copywriters who want to write “funny commercials.” The goal of a radio commercial never should be to “be funny.” It should be to [...]
“IMAGE” RADIO COMMERCIALS
Here’s a question I’m often asked, in my role as a radio advertising expert who insists that effective radio advertising requires radio commercials that make money for the advertiser: “But what about ‘institutional’ or ‘image’ advertising?” Yes, there are some advertisers who are foolish enough to throw their money away on “image” advertising: [...]
THE WORST ENEMY OF RADIO ADVERTISING
I have a unique job. I’m a radio advertising expert who teaches copywriters how to write radio commercials — the kind of effective radio advertising that produces profitable results for the radio advertiser. The worst thing that ever happened to the radio advertising industry occurred sometime in the last century when some well-meaning person foolishly [...]
HUMOROUS RADIO COMMERCIALS
So much radio advertising is wasted because most copywriters never have been taught how to create an effective radio commercial, let alone an entire campaign of radio commercials. The model that most people follow when creating commercials is: I’ll do a little song & dance to entertain them, and then I’ll try to sell [...]