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, […]

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 […]

The Power of Words

May 11, 2016
“Choose your next witticism carefully, Mr. Bond.  It may be your last.” – Auric Goldfinger to James Bond, who is about to be cut in half by a laser beam. Bond: “Well, you’re forgetting one thing. If I fail to report, 008 replaces me.” Goldfinger: I trust he will be […]