A few years ago I spent an afternoon with 100+ very bright people from Canada’s CHUM radio group, teaching my Guaranteed 5-Step System For Creating Radio Commercials That Get Results workshop.
A big part of my “system” involves generating original, compelling opening lines for the commercial.
Here’s an opening line generated by a CHUM account executive, Chris de Corneille, for a jewelry store client:
“Your jewelry should be seen and not stored.”
As I so often teach & preach:
“Successful advertising intersects common human behavior.”
Chris’s headline succeeds in doing just that.
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In this Occupy-environment that phrase may seem like poor advice.
Yet I am not the target -a woman with Jewelry. Though with the word store presented to my brain I now would consider storing it.
I see your point.