Category Archives: Sales & Marketing

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

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 , , , , , , , , , , | 1 Comment

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 , , , , , , , , | Leave a 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

Radio Ads Outperform Other Media In Actual R.O.I.

Posted on June 2, 2016 by Rod Schwartz

LONDON: The £592m spent on radio advertising in the UK in 2015 represented a value of £4.6bn to advertisers, according to a new report. British advertisers using radio there enjoyed a return on investment (ROI) of ￡7.70 for every ￡1 … Continue reading →

Posted in Magazine, Newspaper, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Storytelling, Uncategorized | Tagged , , , , , | Leave a comment

Fishy Business: “Stop Running That Ad!”

Posted on March 6, 2015 by Rod Schwartz

The customer was obviously upset. She complained to the supermarket owner: I was listening to news talk 1150 and heard your advertisement for “Fresh Atlantic Salmon”.  I just wanted to let you know you are pushing a product that almost … Continue reading →

Posted in Advertising (General), Awards, Branding, Business, Communication, Consumer behavior, Copy, Copywriting, life lessons, Management, Positioning, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Shop Local, Storytelling, Uncategorized | Tagged , , , , , , , , | 2 Comments

“If I don’t go, I don’t get”

Posted on January 2, 2015 by Rod Schwartz

After an extensive Internet search, I’ve concluded that I may be in possession of the only extant copy of the Warner & Swasey Company’s remarkable collection of American Business Ads, published 40 years ago under the title: “1776-1976 What has … Continue reading →

Posted in Advertising (General), Branding, Business, Communication, life lessons, Magazine, Management, Newspaper, Positioning, Print, Productivity, Sales, Sales & Marketing, Slogans and taglines, Storytelling, Uncategorized | Tagged , , , , , , , , , , | 4 Comments

It’s Not What You Get, but What you Become

Posted on February 8, 2013 by Rod Schwartz

He said: “The highest reward for a person’s toil is not what they get for it, but what they become by it.” He also, more famously, said: “There is scarcely anything in the world that some man cannot make a … Continue reading →

Posted in Communication, Consumer behavior, Copywriting, life lessons, Productivity, Sales, Sales & Marketing, Storytelling | Tagged , , , , | Leave a comment

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