gorillaBusinessman with Cowboy Hat and CigarToo many car dealer radio and TV ads sound the same.

They all use the same tired clichés, hyperboles, and ad-speak. They shout at the listener, thump their chest, and answer questions nobody’s asking.

Small wonder that consumers find it difficult to distinguish one dealership from another. “They’re all the same.”

That script you banged out in five minutes isn’t likely to move anybody. If you really want your advertising to matter to people, you have to take it more seriously yourself!

Effective advertising is all about your customer, not you. When you say the right thing, your message will resonate with the “right” people, and they’ll respond.

So give your first draft a second thought. Create advertising that actually means something to your prospect.

Need some help? Call me.

Improved advertising will improve your ROI.


Do you have a script that needs tweaking?  Ready to create  better ads for your business?  Call me.

About Rod Schwartz

Rod Schwartz backed into a lifelong career in radio advertising in 1973 in Springfield, Illinois. He joined the Pullman (Wash.) Radio Group in 1979, where he worked until his retirement at the end of 2022. Since 1991, Rod and his family have operated Grace Broadcast Sales (, providing short-form syndicated radio features to radio and TV stations across the U.S. and Canada. Rod also operates an independent advertising, marketing, and communications consultancy for small business owners and professionals, An avid photographer, Rod shares some of his favorite images of the Palouse at and on his Viewbug gallery.
This entry was posted in Advertising (General), Branding, Client-voiced commercials, Communication, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing and tagged , , , , , , , , , . Bookmark the permalink.

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