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 [...]
WRITING COMMERCIALS FOR RADIO
When I teach people how to write radio commercials, as a radio advertising expert here is what I tell them about radio commercial writing. SELL THE RESULTS, NOT THE PRODUCT. I don’t care if Ed’s Toothpaste has been judged the World’s Greatest Toothpaste. I want to know if they can give me healthy [...]