What Good (Ad) Writers Do

July 23, 2021
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 […]

“How Often Should My Message Be Repeated?”

July 28, 2018
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – entrepreneur and marketer John Wanamaker (1838-1922) Wanamaker’s quote on advertising has been widely disseminated over the past century. For some, it’s inspired bold risk-taking and marketing breakthroughs—”nothing ventured, nothing gained.” For others, […]

Putting Your Phone Number in a Radio Ad is a Bad Idea. Here’s Why.

February 4, 2018
You’re not one of those advertisers who just automatically throw their telephone number into their radio commercials, are you? Good. Didn’t think so. You know better. You chuckle as you imagine somebody pulling over as they’re driving down the road, scrambling to jot down that telephone number. And you recognize […]

Does Your Commercial Pass the Five-Second Test?

August 26, 2016
One of the best radio copywriters and producers in the business, Jeffrey Hedquist, recently shared his thoughts on how an ad writer or advertiser can gauge potential response to a commercial – preferably before it’s sent forth onto the airwaves.  He writes: Here’s a simple, but possibly painful test to perform […]

Low-cost and no-cost advertising for cash-strapped businesses

May 1, 2016
Recently a Google search on the question “How much should I budget for advertising?” yielded 106 million pages of answers. At the very top of the list was this article from Entrepreneur Magazine, in which the author (who happens to be one of my mentors) provides a sensible, specific, and […]