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Tag: "commercial copy"

Monday Memo: Smart Advertisers Relate

| March 30, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Sales managers: Come down off the ledge!  While nervous sales reps are REACTING to cancellations as the economy dives, smart sellers are PROACTIVELY turning-lemons-into-lemonade.  And canny clients are using radio to sound relevant, helpful, and like we’re-all-in-the-same-boat…

“We want to keep our people working.”

This is a commercial copy point we’re using at client stations, in spots for local service retailers.  Another empathy message pertains to restaurants, increasingly restricted to take-out and drive-thru business.  They’re really hurting; and I’ve heard several offering gift cards “that never expire.”

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Monday Memo: That First Call

| November 11, 2019

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — I’m encouraged by response to last week’s column, which included commercial copy Do’s-N-Don’ts from experts, and which I have gathered along the consulting road.  ICYMI: https://www.talkers.com/2019/11/04/monday-memo-do-you-copy/

What encourages me most is that so much of the feedback I’ve gotten on that sales-related material was from on-air people who are involved in advertising sales.  As programming cutbacks continue, NOT-being a cog in the revenue machine seems risky.

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