Radio Ink Magazine – May 06, 2019

MAY 6, 2019 RADIOINK•COM 9

17.“I,me,my, we,and our” areself-
centeredwords.
“Youandyour” are customer-centered
words.

18.Entertainmentis theonlycurrency
thatwill purchasethetimeandatten-
tionofa busypublic. Are your ads
entertaining?

19.Oneof themostcommon mistakesin
advertisingistospreadyouradbudget
acrossseveral differentmediasothat
you“don’tleaveanyoneout.”Butper-
suasion— inmostinstances— requires
repetitionandfamiliarity.Wouldyou
ratherreach 100 percentofthepeople
and convince them 10 percent of the

way,orreach 10 percentofthepeople

andconvincethem 100 percentofthe

way? Don’tspreadyourmoneytoothinly

by chasing the unicorn of “media mix.”

20.Expensiverent= cheapadvertising.

Intrusivevisibility— a landmarkloca-

tionwithsignagethat’snoticedeven

whenpeoplearen’tlookingforit — is

thecheapestadvertisingmoneycanbuy.

Thisistrueforservicebusinesses,too,

notjustretail. Theextracostforthis

kindoflocationshould be taken from

the adbudget.

Theseanswersarenotcomprehensive.

Buttoexplainthenuancesandexcep-

tions to each of these 20 statements

wouldrequiremoreofyourtimeand

attentionthanyouprobably wish to

giveme.

Butifyouareoneofthatrarebreed

whowouldbewillingtospendthetime

requiredtobecomea trueAdMaster,

I’vegotwonderfulnewsforyou.I’mcur-

rentlyinthefinalstagesofpreparinga

12-monthvideocoursecalled“TheAd

WritersMastersClass”fortheAmerican

Small BusinessInstitute.Graduateswho

passtheir boardexaminationswill be

admittedintotheAdWritersGuild,a

soon-to-be-formedprofessional organi-

zationofAdMasters.

Keepyoureye onRadioInkkforthe

proudannouncementofitsunveiling.

Now go sell some airtime.

SAVE THE DATE

 
 


  



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