Radio Blog

This page contains blog articles on a range of topics of interest to professionals in radio sales, including everything from selling technique to the state of the industry. If you have an opinion on any issue regarding radio or would like to share some of your sales techniques with others, you can submit an article for the blog here (max 400 words, please).

Lose the Formula

Stop writing commercials. Forget everything you've been taught, heard, or learned about writing commercials. Start with nothing. Don't write a commercial. Write a letter, start a conversation with a friend, explain a complex subject simply. Tell a story to someone you really care about.

What would you say to someone barricaded inside a house if you could only talk to the person using a bullhorn? How about someone on a ledge, ready to jump? Sitting across from you at the Laundromat? Next to you in bed? On the phone from the office at 3 AM? Now you’ve got my attention.

Put the listener in a dramatic or emotional situation.

What kind of persuasion would you use on your child on the other side of a locked bathroom door? How would you talk to someone stuck in an elevator? Tethered to you on a sheer rock cliff? Sharing a two-person kayak with you in raging rapids?

Write someone’s last will and testament. Eavesdrop on a confession. Draft a final letter from a desert island as you wait for a rescue team. Write a poem of adoration for a product. Write an angry letter of complaint.

The less you approach this communication as a radio commercial, the less it’ll sound like one. The less it sounds like one, the more attention it’ll get. The more attention it gets…

Jeffrey Hedquist http://www.hedquist.com

Email this article to someone

Radio Blog