This is the second in a series devoted to helping radio advertising professionals teach their clients what they need to know in order for their radio commercials to succeed.
Copywriting pioneer Robert Collier defined successful advertising as entering into a conversation the targeted consumer already is having.
The conversation might be with another person, or it might be within the consumer’s head.
But it will be a conversation, not a shouting match.
The fools who think you must shout to attract people’s attention are
…Well, fools.
