Category Archives: Doing It Right

This is how we do it! Or, at least, should strive to do it.

Can You Really Just Blame THEM?

It’s easy to just blame your bad copy on the marketing consultant giving you bad information. And sure, every now and then that IS the reason your ad sucked. But before you exonerate yourself from all blame here, have you sat down and thought about what you have done to train them to get the information you need? They’re trained on how… Read more »

Finding the Story

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Do you know what your client’s story is?  Do they? It’s a serious question, with serious repercussions when it comes to their advertising. No, not so much with transactional sale ads – but with long-term branding. When it comes to branding a client, their story is vital. It’s the hard truth of their business. It’s their raison d’être. It’s the fuel to… Read more »

Bankruptcy

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Nobody really wants to talk about bankruptcy. And why would you? It’s a distasteful subject laced with feelings of failure, depression, embarrassment, and anger. This is not the realm of cheery announcers pitching the wonders of the latest half price sale. Not by a long shot. This is a challenge from the word go: getting people to consider that option of truly… Read more »

From the Department of Gratuitous Gratuities and Redundant Redundancy Reclamations

If you’ve been writing radio ads for any length of time, you’ve had the joy – nay, the unbridled pleasure – of formulating an ad for a government agency, or government-sponsored event. Maybe even a well-meaning client who can’t get beyond their own industry jargon. Billion dollar, multi-syllabic, thesaurus-sourced, committee-approved, Google search-inducing words are your worst enemy. Well, one of… Read more »

Find The Weirdness

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Remember that fact sheet, lovingly handed to you by your favourite marketing consultant, for that über exciting event? You know the one. What was it … the drying paint expo? No, that’s not it. Um, snail races! Yeah! It really doesn’t matter. For today’s example, we’re going to use a museum for the client, with the world’s most exotic of… Read more »