Tag Archives: locate

Recipe Ingredient #7 To Make A Bad Radio Or Television Commercial: The Laundry List

All too often, business owners who write their own scripts fail to realize the one simple, core fact when trying to convey a message: what is the one thing you want the audience to remember about your company? You’ll most … Continue reading

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Recipe Ingredient #6 To Make A Bad Radio Or Television Commercial: Sports Celebrities

Sports stars are sports stars┬ábecause they can throw a ball, run or skate really fast, tackle, etc. better than anyone else on the planet. They’re not actors or voice actors. So why do sports teams insist on trying to transform … Continue reading

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Recipe Ingredient #5 To Make A Bad Radio Or Television Commercial: Your Kids.

Three common myths about using children in commercials by advertisers and agencies: Kids on radio and t.v. are cute! Kids stand out! People pay more attention to kids The biggest myth used by business owners regarding their own children: “My … Continue reading

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Recipe Ingredient #4 To Make A Bad Radio Or Television Commercial: Coupon Ads

The three deadliest words in any radio or television commercial: “Mention this ad…” Of course there are variations: “Tell ’em (DJ or spokesperson) sent you” “Tell ’em you heard it on (radio station) “Say you heard our ad” The list … Continue reading

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Recipe Ingredient #3 To Make A Bad Radio Or Television Commercial: Cliches.

Cliches are found in commercials when the copywriter/salesperson/business owner/ad agency comes at the core of the advertisement message from the wrong angle. PHRASES THAT SUCK “For all your _____ needs.” “There’s never been a better time than now!” “It’s the … Continue reading

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Recipe Ingredient #2 To Make A Bad Radio Or Television Commercial: Touting Heritage

Using the length of time your business has been in existence in a commercial does not equal trust in the mind of the consumer. THE PROBLEM Yes, I understand it’s important to the owner to talk about their heritage. When … Continue reading

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Recipe Ingredient #1 To Make A Bad Radio Or Television Commercial: Ego.

This commercial demonstrates how a business owner’s ego will sabotage any chance of success an advertisement may have. That same owner will then claim that radio and television advertising “doesn’t work”. Ugh. THE FIRST QUESTION YOU SHOULD ASK YOURSELF IS: … Continue reading

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