Category Archives: Consistency

What Businesses Need From Local Radio Right Now

Posted on March 24, 2020 by Rod Schwartz

What do businesses, especially those closed due to the COVID-19 pandemic,  need from their local radio stations right now?  A relevant advertising message that addresses the new reality of closures, quarantines, business not-as-usual.  At minimum, the information businesses need to … Continue reading →

Posted in Advertising (General), Branding, Business, Client-voiced commercials, Communication, Consistency, Grace Broadcast Sales, Positioning, Problem-solving, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Shop Local, Storytelling | Tagged , , , , , , , | 2 Comments

Advertising Lessons from 1923 and 1927

Posted on April 24, 2018 by Rod Schwartz

He is “…hopelessly out of date, and amazingly current.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

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

Posted on March 28, 2018 by Rod Schwartz

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 , , , , , , | 2 Comments

A Modest Proposal for Radio

Posted on October 18, 2017 by Rod Schwartz

 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

Thoroughbred Radio Ad Campaign Races into Hall of Fame

Posted on September 21, 2017 by Rod Schwartz

One of my very favorite advertising campaigns of all time has to do with horse racing. And life, laughter, and modern culture. It’s DeVito/Verdi’s brilliant “And They’re Off…” campaign, winner of multiple advertising awards over the years, including their induction … Continue reading →

Posted in Advertising (General), Awards, Branding, Business, Communication, Consistency, Copywriting, Positioning, Print, Radio Advertising, Radio Commercials, Radio Copywriting, Slogans and taglines, Storytelling, Voice Acting | Tagged , , , , , , , , , , , | Leave a comment

How the New Business Landscape Is Challenging Tradition and Igniting Radio Advertising Sales

Posted on May 4, 2017 by Rod Schwartz

How long before the rest of the matches in this photo will ignite? It’s a good way to think about an emerging trend in business, including radio advertising sales. A recent article in INSIDE RADIO talked about new and emerging prospect … Continue reading →

Posted in Advertising (General), Branding, Business, Communication, Consistency, Consumer behavior, Copy, Grace Broadcast Sales, Internet, Positioning, Productivity, Promotions, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Radio Sales Cafe, Sales, Sales & Marketing, Storytelling | Tagged , , , , , , , , | Leave a comment

Advertising and the Two Gateways to the Brain

Posted on February 18, 2017 by Rod Schwartz

Which is more powerful, the eye or the ear?  If you could keep just one of these two senses, which would you choose? Strange questions to ask, but stay with me for a moment. We don’t give much thought to our … Continue reading →

Posted in Advertising (General), Branding, Business, Communication, Consistency, Consumer behavior, Copy, Copywriting, Demonstration (demo) tapes, information overload, Jingles, Magazine, Newspaper, Positioning, Print, Problem-solving, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Slogans and taglines, Storytelling | Tagged , , , , , , , , , , | 2 Comments

A Tale of Two Lawyers

Posted on February 7, 2013 by Rod Schwartz

It should not surprise you that my favorite business success stories are those having to do with the client’s skillful use of radio advertising. I never tire of these stories nor fail to learn something useful when reviewing them, whether … Continue reading →

Posted in Advertising (General), Branding, Business, Client-voiced commercials, Communication, Consistency, Consultants, Copy, Copywriting, Internet, Pay-per-click, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Storytelling | Tagged , , , , , , , , | 1 Comment

Expert Use of Radio Advertising by LASIK and Cataract Surgery Specialist – Another Radio Advertising Success Story

Posted on January 6, 2013 by Rod Schwartz

As radio advertising professionals, our job is to help businesses tell their stories in a way that engages the listener’s imagination. This is because the ultimate destination of any advertising message is the consumer’s brain, where judgments are made about … Continue reading →

Posted in Advertising (General), Branding, Business, Client-voiced commercials, Communication, Consistency, Copy, Copywriting, Ogilvy, Positioning, Problem-solving, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Slogans and taglines, Storytelling | Tagged , , , , , , , , , , , , | Leave a comment