The KEY To Making Commercials and Promos WORK

Philadelphia radio legend Jerry Lee gives Inside Radio's Mike Kinosian the secret sauce in a nutshell:

Likeability is the key determinant on whether or not a commercial works, but that conclusion comes with a critical caveat. “If they like you just because you’re entertaining, it means nothing,” Lee states. “Is that them in the spot? Is it something they can aspire to? Is it a dream of theirs? If it doesn’t have something new, or if people can’t relate or have empathy with it, it just won’t work as a commercial.”