Monthly Archives: August 2011

What People Hear Vs. What Is Actually Said In Commercials – AKA “The Phantom Message”

We’ve all heard commercials where the offer you perceive is not actually the message trying to be communicated. HOW AND WHY THIS HAPPENS It all stems from my first rule of advertising: Every good commercial or advertisement is rooted in … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine, radio, video | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Quizno’s Fails The Smell Test – Email Marketing Fail Courtesy Of Quiznos.

I received this email “offer” from Quizno’s. Notice the tease in the headline (which is great!). But in the graphic, the word “free” doesn’t jump at me anywhere. But $2.99 sure does… The Supreme Rule of Advertising: DO NOT LIE … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial | Tagged , , , , , , , , , , | Leave a comment

Congratulating The Copywriter Who Wrote…

…the ad I saw in SkyMall magazine on a flight yesterday. It was for a piece of luggage with wheels and a handle. Strolling luggage? Whatever you call it, virtually all of us own a piece or three. I’m also … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine | Tagged , , , , , , , | Leave a comment

(video) How To Make A Better Commercial? Use The “Post-It Note” Formula + “The Two B’s”

How do you make a better commercial? It all starts with these critical elements: “The Post-It Note Formula, and “The Two B’s”. I discuss how to implement them in this video: (I’m about to board a plane and can’t post … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine, radio, video | Tagged , , , , , , , , , , , , , , , , , | Leave a comment

Your Free Weekly Advertising Improvement Webinar Is Tonight!

Tonight @ 8 Eastern, 7 Central, 5 Pacific: A completely free webinar on improving copywriting and commercial production. This will be highly beneficial to anyone on the Sales or Production side of Radio/TV/Web advertising. Click the link below to watch … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, radio, Uncategorized, video | Leave a comment

Recipe Ingredient #10 To Make A Bad Radio Or Television Commercial: Asking A Dumb Question

A common misconception among copywriters is: “Don’t start off a commercial with a question. If the listener/viewer answers ‘no’, you’ve lost them“.   I agree with that to a point. But there’s one very important word missing from the first … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine, radio | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Recipe Ingredient #9 To Make A Bad Radio Or Television Commercial: Script By Committee

What happens when too many people¬†offer opinions into a script? (note: This is most common with commercials in the medical field.) MYTH All decision-making employees should have an opinion on what the commercial should “say”…which leads to… Trying to cram … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine, radio | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | 1 Comment