{"id":16850,"date":"2014-04-14T00:27:51","date_gmt":"2014-04-14T07:27:51","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16850"},"modified":"2014-04-14T00:27:51","modified_gmt":"2014-04-14T07:27:51","slug":"radio-commercials-questions","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/04\/radio-commercials-questions\/","title":{"rendered":"URBAN LEGEND: IT’S BAD TO BEGIN A RADIO COMMERCIAL WITH A QUESTION"},"content":{"rendered":"

\"question<\/a>A radio copywriting seminar<\/a> attendee in Pittsburgh told me that as a college student, he once received a failing grade from a professor for turning in a commercial script that began with a question.<\/span><\/p>\n

“Never begin a commercial with a question!”<\/em> bellowed the Professional Educator.<\/span><\/p>\n

You’ve heard that, too, huh?<\/span><\/p>\n

Ridiculous.<\/span><\/p>\n

But his professor offered a reason I hadn’t heard before:<\/span><\/p>\n

“Who’s going to answer?” he sneered.<\/span><\/p>\n

Ummm….Only everybody, more or less.<\/span><\/p>\n

Have you ever been told, “You never should begin a commercial with a question?”<\/span><\/p>\n

Wait \u2014 wait! I just saw you nod your head. <\/span><\/p>\n

How can you mentally be responding now? <\/span><\/p>\n

I mean, you’re over there, reading this on your computer monitor.<\/span><\/p>\n

Meanwhile, I’m writing this from the deck of my 120-foot Hatteras yacht in Marina del Rey, with the seagulls swarming and the late morning breeze stirring my appetite with the aromas from Pete’s Authentic Seaside Hamburger Bistro.<\/span><\/p>\n

Okay, I don’t own a yacht. <\/span><\/p>\n

I’m writing this from an Internet cafe in Budapest.<\/span><\/p>\n

No, seriously, I’m balancing my computer on my lap in a crowded airport lounge in Toronto.<\/span><\/p>\n

Lies, all of them. But specific enough to paint believable pictures. (You might want to remember to paint vivid, specific pictures in your own ads.)<\/span><\/p>\n

But here’s what’s important:<\/span><\/p>\n

Wherever I am right now, you’re not here.<\/span><\/p>\n

And still<\/strong> you responded to my question, “Have you ever been told, ‘You never should begin a radio commercial with a question?’ \u201d<\/span><\/p>\n

Why do you suppose that is?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A radio copywriting seminar attendee in Pittsburgh told me that as a college student, he once received a failing grade from a professor for turning in a commercial script that began with a question. “Never begin a commercial with a question!” bellowed the Professional Educator. You’ve heard that, too, huh? Ridiculous. But his professor offered […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-16850","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nURBAN LEGEND: IT'S BAD TO BEGIN A RADIO COMMERCIAL WITH A QUESTION<\/title>\n<meta name=\"description\" content=\"An "urban legend" of radio advertising insists copywriters never should begin a commercial with a question. 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