Dick Orkin & Dan O'Day Share A Laugh
This is the third installment in a series that began with Dick Orkin repeatedly hearing this refrain from radio station salespeople:
“I don’t like writing commercials!”
Dick surveyed a large number of radio account executives to determine their most common reasons for viewing “commercial copywriting” negatively.
One of the common answers was:
“I have no talent and everything I come up with is boring.”
You do not need talent to write an effective commercial.
You do need product knowledge (which you can attain) — an understanding of how advertising in general and radio advertising in particular work — and a genuine desire to help your client.
If you’ve been brainwashed into believing your job exists solely to provide income for your employer, either get your brain dirty again or go find some other job where not caring about the results you produce will be less important. (“Big deal, so I didn’t get that pickle exactly in the middle of that Big Mac.”)
