Tag Archives: Commercial

Made in America. Kindasorta.

          In an article from The Detroit Bureau (“The Voice of the Automotive World” – although Crain’s Automotive News might take exception) the headline a couple days ago read: The most ‘American’ car on the road? Toyota … Continue reading

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Cremo of the Crop

Some time ago I heard Michael Savage reading a commercial for a men’s shaving product called Cremo and boy, did he sound excited. Now because I shave regularly and, like most guys, occasionally nick myself, his message caught my attention and the name of … Continue reading

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

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

Sometimes the Client Wins the Award

On the same day the Radio Mercury Finalists were announced (my lone entry not having made the final cut), I received word that one of my favorite clients, a local supermarket, had won top honors in a recent marketing competition … Continue reading

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Some Mighty Fine Radio Work!

This year’s Radio Mercury Awards competition include some real gems produced by radio station creatives. Among my favorites, these spots for garage door specialist Buy Doors Direct: A catchy tune, real humor that stays anchored to the sales message, an … Continue reading

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Freebie for an Independent Florist

I was hired recently to write and produce a radio spot encouraging folks wanting to send flowers to do business with a local florist in the recipient’s neighborhood, rather than going through one of the “1-800”  number services. The client, owner … Continue reading

Posted in Advertising (General), Branding, Copywriting, Grace Broadcast Sales, Problem-solving, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing | Tagged , , , , , , , , | 1 Comment

“WORD-OF-MOUTH IS MY BEST ADVERTISING.”

“I don’t need to advertise.  I rely on word-of-mouth. My customers tell their friends.”    How often have you heard those words? Personal referrals and recommendations are powerful, especially when we’re considering the purchase of a product or service from … Continue reading

Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Problem-solving, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Storytelling | Tagged , , , , , , , | 4 Comments

RADIO-MERCURY MUSINGS

Each year since 2004 I’ve retained copies of my best radio work from the previous year, with a view toward entering them in radio’s premiere creative competition, The Radio-Mercury Awards. My 2010-11 folder contains some 15 commercials from which I’d … Continue reading

Posted in Advertising (General), Casting Talent, Client-voiced commercials, Communication, Grace Broadcast Sales, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Storytelling, Uncategorized, Voice Acting, Voiceover | Tagged , , , , , , , , , , , , | Leave a comment

CAR DEALER RADIO ADVERTISING…IMPROVED

I had an opportunity to work with a colleague’s auto dealer client last week. His client, Mark, manages the local Chevrolet store and has been its radio spokesman for many years.  Mark writes all his own copy. This is the … Continue reading

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The Original, One and Only

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