Tag Archives: just one

Keep It Simple

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It’s not just a good philosophy in life. It’s the key to effective radio ads. Yes, you need to have good storytelling. Yes, you need to give the listener a reason to care – to fill their needs. Yes, you need to have a single, clearly defined call to action. And yes, you need to work all of this magic in… Read more »

One more thing …

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“I love it! It’s great! Oh, can I just add one more thing?” Yes, you’ve honed a FINE radio ad. Marvelled at its sheer brilliance. Held it before the world (of your client) for the final stamp of approval. And they love it! So, how do they reward you for this culmination of your years of experience and laborious efforts… Read more »

The Heart of the Matter

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Some writers don’t like crafting short, 15 second ads. And that’s just silly. Why? Why is that silly? Or why do some writers find them distasteful? Let’s tackle both. Why do some writers find 15 second ads painful to write? Mainly, because there’s no room for crap. With 15 seconds, you have zero room for crap. You don’t even have a chance… Read more »