{"id":8220,"date":"2010-12-22T00:01:16","date_gmt":"2010-12-22T08:01:16","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=8220"},"modified":"2010-12-21T21:29:48","modified_gmt":"2010-12-22T05:29:48","slug":"maxwell-sackheim-advertising","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/12\/maxwell-sackheim-advertising\/","title":{"rendered":"FOUR QUESTIONS EVERY ADVERTISING COPYWRITER MUST ANSWER"},"content":{"rendered":"

One of my favorite, long-out-of-print books is Maxwell Sackheim’s <\/strong><\/span>MY FIRST 65 YEARS IN ADVERTISING.<\/em> In it, Sackheim said:<\/p>\n

People go through life with their minds only half turned on, except when they’re promised an adequate reward for their full attention…. There are four ‘why’s’ to be remembered in and answered in each copywriting job:<\/p>\n

1.\u00a0 Why should anyone listen to it?<\/p>\n

2.\u00a0 Why should anyone believe it?<\/p>\n

3.\u00a0 Why should anyone do anything about it?<\/p>\n

4.\u00a0 Why should it be acted upon immediately?<\/p><\/blockquote>\n

Does every one of your<\/strong> commercials answer those four questions?<\/p>\n","protected":false},"excerpt":{"rendered":"

One of my favorite, long-out-of-print books is Maxwell Sackheim’s MY FIRST 65 YEARS IN ADVERTISING. In it, Sackheim said: People go through life with their minds only half turned on, except when they’re promised an adequate reward for their full attention…. There are four ‘why’s’ to be remembered in and answered in each copywriting job: […]<\/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-8220","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nFOUR QUESTIONS EVERY ADVERTISING COPYWRITER MUST ANSWER - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2010\/12\/maxwell-sackheim-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOUR QUESTIONS EVERY ADVERTISING COPYWRITER MUST ANSWER - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"One of my favorite, long-out-of-print books is Maxwell Sackheim’s MY FIRST 65 YEARS IN ADVERTISING. In it, Sackheim said: People go through life with their minds only half turned on, except when they’re promised an adequate reward for their full attention…. 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