How to Create Maximum Impact Radio Advertising – Dan O’Day

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Dan O’Day is widely recognized as Radio’s “Advertising Guru,” having taught radio stations, ad agencies, and businesses in 37 different countries how to create money-making advertising.

He’s the person the Radio Advertising Bureau turned to to create the industry’s first certification course for copywriters (the CPCC).

The ultimate, comprehensive guide to creating the kind of radio advertising that produces results for the advertiser… and re-orders for the radio station and/or ad agency.

Radio advertising guru Dan O’Day has produced an astonishingly detailed, 7-hour audio seminar — the equivalent of six CDs, painstakingly indexed to maximize your ease in accessing the information you need.

• 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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