The first sentence of your radio ad is crucial to the success of the spot and the campaign. Do it right and the listener is intrigued. They want to hear more. Do it wrong and kiss ’em goodbye! The problem is, so many advertisers and reps think of radio spots as announcements. Tell them, inform them and wow them. THE
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I started my radio copywriting career in 1989 and once overheard two reps talking about “What the client wants.” “I don’t care if all he does for 30 seconds is say his name over and over,” the sales rep said, “as long as he pays his bill.” As a business person you may be thinking, “I knew it! They just
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