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 | Jul 25, 2013 | Commercial, Copywriting
Is there something about your product or service that most people would not find too appealing? Put a spotlight on it! And I’m not talking about being flippant or sales-sleezey about it, either. Car dealerships use it all the time. The dealerships that are on...
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...
