His tips to use with your clients to be certain that they get more than they expect from their investment:
- As you refine their message ("a radio commercial is a business card, not a brochure") ask them "why shouldn't I go to your competition."
- Challenge them to think about their spot as if they had :15-:30 seconds to talk to the crowd at the largest stadium in your town. Would they say "open Friday night till 9 at our convenient location, stop in or call or visit our website"?
- Have them take "the competitor script challenge." Replace their direct competition's name in their ad and talk about whether their ad is the same as the guy across the street except for the brand name in it. ("if you were lost in a forest, would you dress up like a tree?")