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

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