Planning to advertise on radio or TV? Most advertisers blow it before they even get on the air. Yep, before that money ever changes hands, it's wasted. You see, it all starts with the copy.
Try it. Write a commercial about yourself. What does your finished product say? Is it a list of everything you have to offer? an inventory of all your fine attributes? That's a menu, and menus are for restaurants.
Listen to most commercials: "We have (product) and we're number one in sales and service..." Have you ever been to a party where you've encountered someone who just talks about themselves? You steer clear of that person, don't you? Viewers and listeners do the same thing. They could care less about your new mayonaise milkshake. UNLESS you give them a reason why it might impact their life.
Tell a story. That's what good copy does. And good copy sells.
--Thanks for reading