by Nic Natarella | Nov 9, 2012 | Copywriting
Too many times we see the sixty-second limit as confining and we have to put as much information in the radio commercial as we can. Here’s a classic example I received just the other day (the names have been changed to protect the guilty.) It’s the grand opening...
by Nic Natarella | Nov 7, 2012 | Copywriting
Most of the radio commercials you hear will be filled with – A laundry list of features: “…most efficient in it’s class…” “…fastest weight-loss supplement…” “…the brightest and lightest ever...
by Nic Natarella | Nov 2, 2012 | Copywriting
This is probably the most common error in most radio commercials. Most businesses will talk about themselves in their commercials. “We’ve got the lowest prices.” “We’ve been business for 35 years…” “We won’t be undersold!” Your business is not...
by Nic Natarella | Nov 1, 2012 | Copywriting
We hear it all the time…features vs benefits, features vs benefits, features vs benefits. The truth is, in most radio commercials (and in most advertising in general) most of what I see and hear focuses on features and not the benefits. Once you convey the...
by Nic Natarella | Oct 29, 2012 | Commercial, Copywriting
I remember when I first became the Creative Services Director at a five-station cluster. It was kinda like when you miss the meeting and they make you president of the committee. Back then, I had no idea how to write a commercial. I had read and produced tons of...
