Category Archives: Writing Radio

The Dreaded Phone Number

Throughout the 40 years I’ve produced Radio advertising, one question stands above all others: should we put our phone number in the commercial? Anyone with reasonable marketing experience knows the answer to this. It’s an unequivocal NO. But why? Are … Continue reading

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Dialogue Writing—Where to Start

So now that we know how to write believable dialogue, it helps to talk about how to actually begin the dialogue. Contained within the first couple of lines, the listener needs to know who is talking, where they are and … Continue reading

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Dialogue Writing—Chaos is Good!

Bob: Hey Jim, what’s that you’ve got there in your hand? Jim: Why it’s the new TechDork 2500 Smart Tablet with 64 gigs of memory. Bob: Where’d you get it? Jim: At Greg’s Gadget Garage. It was only $495. Bob: … Continue reading

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Your Brain on Radio

There are two sides to everything…including our brains. (And you thought it was just a lump of gray matter.) Science tells us that our brain’s two hemispheres process information quite differently. Knowing that, we can shape our writing to appeal … Continue reading

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Creative Script Approval

You’ve finished the script. It’s great. It’s funny. It’s the kind of writing that gets attention and wins awards. Now, we’ll send it to the client. Think it’ll come back unscathed? If you’ve been in this business for any time … Continue reading

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The Five Rules—Rule Five

You and two friends have spent the last three hours climbing up the edge of a giant pizza crust. Finally reaching the top, you look out over the vast plain of pepperoni and green peppers. The aroma causes you to … Continue reading

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The Five Rules—Rule 4 (b)

How many times have you heard (or said) this: “No…let’s use another piece of music. We used that piece last time.” Or how about: “We need a new announcer…we’ve used that guy on the last four spots we produced.” If … Continue reading

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The Five Rules—Rule Four (a)

You’re driving. Through Iowa. Endless fields of corn. Row after row of stalks the same size, the same height, the same color. Then it appears—a majestic live oak. Towering over all the corn around it, this tree commands your attention. … Continue reading

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The Five Rules-Rule Three

We humans are hard-wired for stories. When we hear a story—something with conflict and resolution, a beginning, middle and end—we lean forward and listen. Stories are what our language is built around. Stories are how we learn to speak. We … Continue reading

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The Five Rules-Rule Two

Quick! I want you to recite the first five billboards you saw on your drive to work this morning. What? You don’t remember? OK then, let’s try this. Tell me the first three headlines you saw on your favorite news … Continue reading

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The Five Rules-Rule One

You’re at a party. There’s a really great group of friends chatting over by the drink table, but you’ve been cornered by a guy who’s droning on and on about his business. Are you engaged in what he’s saying? Nope. … Continue reading

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What This is All About

With the marketing world still dazzled by social media, it seems odd to cast a spotlight on something as old and dusty as radio. What’s really odd though, is that marketing professionals would choose to largely ignore it. With 93% … Continue reading

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