Tag Archives: Results

CAPS, Bold, !!! … — !

Quick Easy Tips… How to Write BETTER Ads!

I learned a long time ago and have preached for many years that one of the most important elements in successful advertising is the “MESSAGE”! When teaching and preaching radio advertising, I start with these rules:

  • People don’t dislike ads, they dislike BAD ads! AND…..

  • NO ONE listens to your radio stations for the ads; we must make them “HEAR” the ads…

Why are most ads … BAD ads? The main reason is that the announcer is simply reading the scripts as they are written, Bland and BORING with a capital “B”!!!

Are your ads written in proper English, using perfect grammar and punctuation OR… do you write them (and produce them) like people really speak?  I could talk for hours on how to write and produce ads that work, (it’s one of my favorite subjects) but today I am speaking directly to the elements (CAPS, Bold, !!! … —) of the script!

Nine times out of ten, scripts are written in normal script style with proper sentence format and near perfect grammar. Unfortunately, that is exactly how the announcer reads it. Again — BORING! STOP Doing This!!!

If you want a healthy or … pregnant pause, use … or —. If you want emphasis on a certain word …. use all CAPS and/or BOLD type and certainly use !’s. If the word needs EXTRA emphasis, !!! is better than ! or !! And, never… NEVER write a full script in ALL CAPS – but a single word HERE and there is O.K. !

These little tips will help announcers voice and produce BETTER ads! Your announcers will appreciate it – your listeners will like it – and…your CLIENTS will LOVE IT!!

Better ads get better RESULTS! Great Ads – Get GREAT RESULTS!!! And, Great Results nearly always equal – Longer Term Business and BIGGER $$$’s!

If you would like help training your team on how to write GREAT ADS, we provide half day and full day workshops on this exact subject!!! To visit about this workshop – CONTACT ME…—!!!

Choosing to Win!

Fragmentation and competition — they can destroy your business, or make it stronger. The choice is yours.

McDonald’s didn’t pack up their bag and go home when the Burger Kings, Wendy’s, Harvey’s and a long list of other competitors sprung up to eat their lunch (no pun intended)

And the auto industry’s ‘Big Three,’ Ford, General Motors and Chrysler, rose to the challenge to build better cars when dozens of manufacturers from Germany, Japan, and other countries began exporting their products to our shores.

In fact, General Motors continues to consistently be among the top three automakers in global sales.

You’ll hear and read a lot of doom and gloom about radio and TV as the number of new competitors we face mushrooms every day. By the way, those same new competitors are facing more new competitors every day, too.

So the choice is yours. You can make excuses for lack-luster sales, or you can choose to stand out in the crowd by being the best that you can be.

According to the Kauffman Foundation’s Index of Start Up Activity, small business growth is on the upswing. New and existing small businesses are looking for a star media professional like you to guide them through the confusing array of advertising and media choices they have and to improve their ROI (Return on Investment).

While many of the purveyors of new media are still selling their ‘platforms’ you can stand out in the crowd by selling results.

The choice is yours. You can be a shooting media star, or be a falling star. I don’t see why anyone would choose the latter.