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Monday Memo: Copy Worth Copying

| November 2, 2020

By Holland Cooke


BLOCK ISLAND, RI — “Emulate success.” It’s what consultants preach; and radio stations have never been reluctant to.

So, as we craft commercial copy for local advertisers, and imaging to describe our programming, here are some examples that set-the-bar:

“, the most popular place to find a place.”

“At Fidelity, a change in plans is always part of the plan.”
GREAT tag lines from TV commercials.

“We charge you less, so you have more to invest.”
TD Ameritrade

“It used to be just Friday. Now, casual is every day.”
Men’s Wearhouse

“Washing your hands won’t prevent a heart attack. There’s more than one way to get sick.”
Health plan ad I saw in an airport.

“Getting help to re-open the economy safely.”
Tag line from a TV political for incumbent U.S. Senator Jack Reed (D-RI), touting how he brought-home-the-bacon:

“He made sure big states didn’t roll-over Rhode Island,” scoring “$1.2 billion for hospitals and protective gear and testing.”

Remember: It’s only “pork” when the do-re-mi goes elsewhere. 😉

“The safe way to pay.”

“The safe way for your customers to pay.”
Copy points for both parties in the transaction, in network radio spots for “Touch-free payments from PayPal.”
A while back, in another context, a big radio company made “Less-is-more” an unfortunate punchline. But a common thread among the examples above is word economy. And yes, boiling-it-down takes work. In 1657, French mathematician and philosopher Blaise Pascal wrote “If I Had More Time, I Would Have Written a Shorter Letter.”

Holland Cooke ( is a media consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books (click the banner on this page).  And he hosts “The Big Picture” TV show Friday nights at 7ET on RT America.  Follow HC on Twitter @HollandCooke

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Category: Advice