Category Archives: Copy

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

Posted on February 4, 2018 by Rod Schwartz

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

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

For All Your [Fill-in-the-Blank] Needs

Posted on July 18, 2017 by Rod Schwartz

cli·ché (noun) – a phrase that is overused and betrays a lack of original thought Just for fun sometime, make a mental note of all the ads you encounter that contain these five words: “for all your __________ needs.”   Every time … Continue reading →

Posted in Branding, Business, Client-voiced commercials, Copy, Copywriting, Ogilvy, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production | 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 to Make You Smile

Posted on April 10, 2017 by Rod Schwartz

Over the past few years the guys at Howard Hughes  Appliance, TV, and Sleep Shop have used their radio advertising on April 1st to feature imaginative new products or uses for existing products, invented solely to give listeners a little chuckle. … Continue reading →

Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Consumer behavior, Copy, Copywriting, Positioning, Promotions, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Storytelling, Uncategorized | Tagged , , , , , , , , , | Leave a comment

Effective Advertising and the Law of Exclusion

Posted on March 16, 2017 by Rod Schwartz

Your business is defined principally by what-you-sell or what-you-do. Are these the only things you talk about in your advertising? May I suggest that you are also defined by what you won’t do or sell, by what you exclude. The principle … Continue reading →

Posted in Advertising (General), Branding, Business, Communication, Copy, Copywriting, Demonstration (demo) tapes, Positioning | 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 , , , , , , , , , , | 3 Comments

Speaking of “Word of Mouth…”

Posted on August 1, 2016 by Rod Schwartz

“Word-of-mouth” is not advertising.  It’s a personal recommendation.  It starts with someone being deeply impressed by a product or service, so much so that when an opportunity arises, he or she tells another person about it. With this in mind, may I offer you a … Continue reading →

Posted in Advertising (General), Branding, Business, Communication, Copy, Copywriting, Internet, Problem-solving, Radio Advertising, Radio Commercials, Radio Copywriting, Sales, Sales & Marketing | Leave a comment

Penetrating the Consumer Brain

Posted on July 21, 2016 by Rod Schwartz

The goal of all advertising is simply to penetrate the human brain*, the seat of all our thoughts, emotions, and choices. My goal as an advertising professional – and yours as a business owner – is to make your company the … Continue reading →

Posted in Advertising (General), Branding, Business, Communication, Copy, Copywriting, Internet, Magazine, Management, Newspaper, Positioning, Print, Problem-solving, Professional Services Advertising, Promotions, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Slogans and taglines, Storytelling | Tagged , , , , , , , , | 1 Comment

The Ten Most Common Mistakes in Marketing

Posted on June 28, 2016 by Rod Schwartz

Many years ago the Wizard of Ads®, sometimes known as Roy H. Williams, published a best-selling business book in which he discussed the Twelve Most Common Mistakes in Advertising. His insights were praised by advertisers and advertising professionals alike. Eventually … Continue reading →

Posted in Advertising (General), Branding, Business, Copy, Copywriting, Internet, Sales & Marketing | Tagged , , , , , , , | Leave a comment