by Nic Natarella | Nov 6, 2013 | Ad of the Day, Commercial, Copywriting
Watch this ad: Lego Christmas Ad Now, tell me: How many times did they say “lowest prices”, “knowledgeable staff”, and “convenient location”? Did they say, “family owned and operated since 19__”? Did they say,...
by Nic Natarella | Aug 1, 2013 | Commercial, Copywriting
WARNING: There’s gonna be a lot of dead sacred cows all over your screen. In order to make room for the good stuff, we first have to take out the garbage. Proceed at your own risk. As soon as your commercial starts, thousands of listeners are defensively...
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...
