Better Advertising

Better Advertising

On Creativity

July 28, 2022 Rod Schwartz
“That’s really creative—I like it!” For an ad writer, getting that kind of reaction to a new spot or campaign idea brings joy-joy feelings. But what makes someone creative? Is it innate or learned behavior? What exactly is creativity? I Googled it and this is what popped up: cre·a·tiv·i·ty /ˌkrēāˈtivədē/ noun the […]
Better Advertising

“Make Us Famous”

July 1, 2022 Rod Schwartz
Early in his snarky, whip-smart analysis of what advertising can and cannot do for a business or brand, veteran adman Bob Hoffman asks:   – Why do some actors get million dollar fees for appearing in movies while other equally good actors get nothing?   – Why do some people get […]
Better Advertising

The Era of The Ear

May 1, 2022 Rod Schwartz
Despite the many constraints of lockdowns and pandemic living, there are two parts of us that have never had it so good. I refer, of course, to our ears.   As anyone who has worked in radio will tell you, our ears have historically been an underestimated part of the […]
Better Advertising

What Are YOU Known For?

January 10, 2022 Rod Schwartz
(The following appeared deep in the Rabbit Hole of the Monday Morning Memo by Roy H. Williams, dated January 10, 2022. It was penned by Wizard of Ads® Partner, Johnny Molson.) Strategy before tactics is not controversial.  I’d go as far as to say it’s not debatable. You can’t implement a plan […]
Better Advertising

Meet Your Listeners/Customers Where They Are

December 18, 2021 Rod Schwartz
This article was originally published in Williams’ Monday Morning Memo (10/4/21) and reprinted in RadioInk (11/8/21). Understanding the distinction between transactional and relational customers is vitally important for business owners and advertising professionals alike, and no one I know has explained this as well as Roy H. Williams, the Wizard […]
Better Advertising

What Good (Ad) Writers Do

July 23, 2021 Rod Schwartz
Good writing makes us feel deeply. If you’ve ever loved a canine companion, these words will reduce you to a puddle. And you will feel richer for having read them. Because good writing touches our emotions. Good writing also paints pictures. And when good writing meets human speech—in storytelling or radio advertising— the pictures painted […]
Better Advertising

The Smart Money Is on Baby Boomers

May 6, 2021 Rod Schwartz
Do you invest in advertising for the goods or services you provide? Make sure you’re talking to and about the group that wields the most influence and spends the most money. You know who they are, don’t you? Source: Visual Capitalist Want a deeper dive into why you should be […]