Author Archives: Rod Schwartz

About Rod Schwartz

Rod Schwartz backed into a lifelong career in radio advertising in 1973 in Springfield, Illinois. He became sales manager for the Pullman Radio Group in 1979 and served in that position until 2006. He continues to serve clients in the region as the stations’ senior account executive. Since 1991, Rod and his family have operated Grace Broadcast Sales (GraceBroadcast.com), 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 promotions consultancy for small business owners and professionals, FirstStrikeAdvertising.com. An avid photographer, Rod shares some of his favorite images of the Palouse at PalousePics.com and on his Viewbug gallery.

“How Often Should My Message Be Repeated?”

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  Wanamaker’s famous quote on advertising has been widely disseminated. For some, it has inspired bold risk-taking and marketing breakthroughs; “nothing ventured, nothing gained.” … Continue reading

Posted in Advertising (General), Branding, Business, Communication, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing | Leave a comment

Conversations in Advertising: Are You a Participant or an Eavesdropper?

By Photos by Bertilvidet, European People’s Party, Republican Conference of the United States House of Representatives. Collage/graphic by Didia [CC BY-SA 4.0 (https://creativecommons.org/licenses/by-sa/4.0)%5D, via Wikimedia Commons Whether you’re a business trying to engage consumers or a political candidate wooing voters, … Continue reading

Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Copy, Copywriting, political advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Storytelling | Tagged , , , , , , , , , , , , , | Leave a comment

Message Matters More than Money

A sometimes controversial, unabashedly conservative first-term state senator is consistently vilified by the press throughout his first term in office. In the next election cycle, he faces a challenger from within his own party. The challenger is a popular local … Continue reading

Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Copywriting, Newspaper, political advertising, Positioning, Print, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Storytelling | Leave a comment

Advertising Lessons from 1923 and 1927

He is “…hopelessly out of date, and amazingly current. He was the outstanding copywriter and strategist of his time; he made $100,000 a year and more writing advertising when that kind of money was important even to the U.S. Treasury.” … Continue reading

Posted in Advertising (General), Branding, Business, Communication, Consistency, Consultants, Consumer behavior, Copy, Copywriting, Demonstration (demo) tapes, Madison Avenue, Magazine, Newspaper, Ogilvy, Positioning, Print, Problem-solving, Sales, Sales & Marketing, Slogans and taglines, Storytelling | Tagged , , , , | Leave a comment

Listening to These Commercials Can Make You a Better Writer

The finalists in the 2018 Radio Mercury Awards have been announced. The 100 or so commercials that made the cut represent some of the best work being done in radio advertising today. From this group, a dozen or two will … Continue reading

Posted in Advertising (General), Awards, Branding, Business, Copy, Copywriting, Jingles, Madison Avenue, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Slogans and taglines, Storytelling | Tagged , , | Leave a comment

How to Amplify Your Word-of-Mouth (Guaranteed)

You prize good word-of-mouth don’t you? We all do. Word-of-mouth may not create business, but it helps create a preference for your business or brand in the heart of the hearer. Good radio advertising can have the same effect, only multiplied and amplified. … Continue reading

Posted in Advertising (General), Branding, Business, Client-voiced commercials, Communication, Consistency, Copy, Copywriting, Internet, Magazine, Newspaper, Pay-per-click, Positioning, Print, Productivity, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Slogans and taglines, Storytelling, Voice Acting | Tagged , , , , , , | 1 Comment

The Speech Therapist In Your Pocket

You and I take the sounds of our words for granted. We don’t even give them a second thought. Having learned our alphabet as kids (to the tune of Twinkle, Twinkle, Little Star, possibly our earliest exposure to the power of … Continue reading

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

You’re not one of those advertisers who puts their telephone number into their radio ads, are you? Good. Didn’t think so. Because you know better. You chuckle at the mental image of somebody pulling over as they’re driving down the … Continue reading

Posted in Advertising (General), Branding, Business, Copy, Copywriting, Jingles, Professional Services Advertising, Proofreading, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Slogans and taglines, Storytelling, Uncategorized | Tagged , , , , , , , , , , , , , , , , | Leave a comment

The Picture-Perfect Palouse

The Picture-perfect Palouse – a slideshow featuring photos of the Palouse, captured while on drives and walks in Palouse Country throughout the year.  First-time visitors to the Palouse region describe our unique Palouse landscapes as peaceful, tranquil, different from any other … Continue reading

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A Modest Proposal for Radio

 Do Most Radio Ads Suck? Jeff Sexton is an ad writer, and a damn good one. He occasionally teaches ad writing at Wizard Academy and is himself one of the Wizard of Ads® Partners. I subscribe to Jeff’s blog and … Continue reading

Posted in Advertising (General), Branding, Business, Casting Talent, Client-voiced commercials, Communication, Consistency, Copy, Copywriting, Problem-solving, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Radio Sales Cafe, Sales, Sales & Marketing, Storytelling, Uncategorized, Voice Acting, Voiceover | Tagged , , , , , , , , , | Leave a comment