Category Archives: Sales & Marketing

The Power of Words

Posted on June 27, 2011 by Rod Schwartz

“Choose your next witticism carefully, Mr. Bond.  It may be your last.”   –Auric Goldfinger to James Bond, who is about to be cut in half by a laser beam. Bond: “Well, you’re forgetting one thing. If I fail to report, … Continue reading →

Posted in Advertising (General), Branding, Casting Talent, Client-voiced commercials, Communication, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Storytelling, Voice Acting, Voiceover | Tagged , , , , , , , , , , , , | 3 Comments

CAR DEALER RADIO ADVERTISING…IMPROVED

Posted on May 25, 2011 by Rod Schwartz

Too 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 … Continue reading →

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

Grace Broadcast Sales Celebrates 20 Years of Service to Local Direct Radio Advertising Sales Departments and Radio Advertisers

Posted on May 10, 2011 by Rod Schwartz

(reprinted by permission from Small Market Radio Newsletter, May 9, 2011) 20 Years of Service The year was 1991. A radio seller and sales manager was about to take the leap of faith familiar to all business owners.  For years, … Continue reading →

Posted in Communication, Grace Broadcast Sales, Radio Advertising, Radio Production, Radio Sales Cafe, Sales & Marketing, Uncategorized | Tagged , , , , , , , | Leave a comment

The Problem With Groupon-style Deals

Posted on April 16, 2011 by Rod Schwartz

Earlier this month a friend shared a story about a bakery owner who lost $8000 cash honoring an ill-advised experiment with Groupon. Not surprisingly, their unfortunate experience isn’t an isolated incident.  An article in Milwaukee Journal Sentinel detailed a Milwaukee … Continue reading →

Posted in Advertising (General), Branding, Communication, Professional Services Advertising, Promotions, Sales & Marketing | Tagged , , , , , , | 3 Comments

Taming Room Noise Harlan Hogan’s Way

Posted on April 6, 2011 by Rod Schwartz

I’ve recently started experimenting with a new microphone, a Lawson L47MP condenser mic I purchased some time ago.  Among the differences I’ve noticed, compared to the Electrovoice RE-27 N/D dynamic mic that’s been my mainstay since 1992, is the Lawson … Continue reading →

Posted in Acoustics, Audio Equipment, Client-voiced commercials, Communication, Radio Advertising, Radio Commercials, Radio Production, Sales & Marketing, Voice Acting | Leave a comment

Happy April First!

Posted on March 31, 2011 by Rod Schwartz

This is one of eight different commercials running heavily all day April 1st on all six commercial radio stations in the market.  (If the local NPR affiliate would allow it, they’d be running there, too.)  It’s a special one-day campaign, … Continue reading →

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

Got Originality?

Posted on March 30, 2011 by Rod Schwartz

Give me a break. “Got Botox?!” Imitation, the Rev. Colton insisted, is the sincerest form of flattery. In the annals of American advertising, no slogan has attracted so many imitations—trite or inane as they may be—as the legendary Got Milk?, … Continue reading →

Posted in Advertising (General), Branding, Communication, Got Milk?, Radio Advertising, Radio Commercials, Radio Copywriting, Sales & Marketing, Storytelling | Tagged , , , , , | Leave a comment

The Original, One and Only

Posted on March 30, 2011 by Rod Schwartz

Uncle Sam—an American original Here is a one-word reason advertisers should give serious consideration to participating in their radio commercials: originality.   Each of us is, in the strict sense of the word, unique. An original, not a clone. As … Continue reading →

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

Accentuate the Positives: Client-Voiced Radio Commercials

Posted on March 16, 2011 by Rod Schwartz

I’ll admit there are advertisers who should be discouraged from doing their own radio commercials. (Here I would love to insert a few perfect examples, but let’s be charitable.) Still, my tendency is to err in the direction of giving … Continue reading →

Posted in Advertising (General), Client-voiced commercials, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing | Tagged , , , , , | Leave a comment

Words and Voices, the Art of Persuasion

Posted on February 28, 2011 by Rod Schwartz

I create radio advertising campaigns for a living. Words are the tools of my trade. Words give wings to ideas and make them soar. Words move people, products, and services. Words turn strangers into customers, and customers into evangelists. But … Continue reading →

Posted in Advertising (General), Casting Talent, Communication, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Voice Acting, Voiceover | Tagged , , , , , , , , , , , | Leave a comment