If you can’t think of anything good and you’ve got very little time, write your basic bad commercial as quickly as you can.
I don’t mean you should try to make it bad. Just write it fast, just the facts; your typical boring, ineffective radio commercial.
When you’ve finished, pick just one thing in your copy to blow up into something huge.
“The largest selection in the Midwest” — try exaggerating the concept of “largest selection” until it’s just plain ridiculous:
“You’ve heard that the universe is expanding? That’s because we have so many pre-owned cars on our lot that there just isn’t room for them in our present universe.”
Ideally you’ll select the most important selling point in that brochure or that newspaper ad or that list of bullet points, and you’ll exaggerate it to the point where a light bulb goes off and you say, “Wait! I actually could build a commercial around this theme!”
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Great advice!
That reminds me the guidance that you gave us in one of your PD Grad seminars when we could think for a much better radio promotion than the one before the counseling.