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[Group Buy] Dan O’Day – How to Create Maximum Impact Radio Advertising

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  • The producer’s most valuable tool
  • The true definition of “Radio Advertising”
  • The one thing your commercial must do
  • The “branding” mistake
  • The folly of selling the product or service
  • The three goals that every commercial must accomplish
  • Advertiser-Focused vs. Consumer-Focused
  • Identifying your Unique Selling Proposition
  • Importance of Differentiation
  • Advertising = Problem-Solving
  • Radio as a Visual Medium
  • “Test Drive” Commercials
  • Painting Pictures vs. Selling Facts & Features
  • Key difference between Radio and Newspaper Advertising
  • Radio Advertising as a Linear Experience
  • The WHAM Principle
  • Advertising = Educating
  • Intersecting Common Human Behavior & Experience
  • Giving people an Excuse to Buy (two key methods)
  • How to get people to act on your sales message immediately
  • Selling with Emotions
  • Fourteen Key Questions to ask before you begin writing
  • The motivating power of Active Language
  • Avoiding Commercial Babble
  • Speaking Your Audience’s Language
  • Core Message: The life or death of your campaign!
  • Call to Action
  • Anticipating (and overcoming) Objections
  • Selling by Telling the Truth
  • Selling via Story Telling
  • What every “story” commercial must do (but most do not)
  • Showing vs. Telling
  • Soft Sell vs. No Sell
  • Comedy Commercials (and why most of them fail)
  • How to use an “announcer” within a comedy spot
  • How to use “characters” to sell
  • Audio Image Generators
  • Using A Child’s Voice (most commercials hurt themselves by using children!)
  • Effective use of Music
  • The one thing you should never do when using music in a spot
  • Music in Commercials: What is Legal? What is Illegal? (Dan corrects eight common misconceptions that could cost you a fortune in legal judgments!)
  • Your Headline
  • Using Questions to Command Attention
  • The “Perfect” Length of a Radio Commercial
  • Should you mention the advertiser’s website?
  • How to advertise websites
  • Client-Voiced Commercials
  • Phone Numbers in commercials
  • Addresses in commercials
  • An Underused Advertising Weapon: Straight Talk Commercials
  • Identifying Your Target Audience
  • Seven Deadly Sins of Radio Advertising

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[Group Buy] Dan O’Day – How to Create Maximum Impact Radio Advertising
[Group Buy] Dan O’Day – How to Create Maximum Impact Radio Advertising

$197.00 $19.00

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