Writings of a Radio mAD Man

Once there was a gentleman who thought an apple was an orange. And then there was the lady who, when asked to hand someone a banana, handed them a peach instead.  Well, these are people who either don’t know their fruit or simply aren’t paying attention.

Did you know there are also people who mistake radio ads for newspaper ads. For example, they buy time holes on radio but forget to fill them with radio words. Radio words, as you know, appeal to the ears, the emotions and imagination.

Imagine, filling radio holes with newspaper words: blah, blah, quality, blah, blah, blah and blah, value, blah blah, selection and convenience and blah blah buy some today. These are words that go to the head…if the head isn’t busy. It usually is.

Just as a banana is long and yellow, gets peeled in three or 4 moves and is soft to the mouth, radio is a storytelling medium that delivers action, drama, suspense and humor and goes ping to the heart.

And just as an orange is orange in color and juicy, a story touches the heart and engages the mind.

So if you don’t know the difference between radio and newspaper, you’re probably still squeezing a peach and expecting grape juice.

Come on! Use radio the way it’s supposed to be used: Grab attention, capture the imagination and, most of all, drop dull blah blah words and tell a great story.

Anything less is a waste of good advertising dollars. Ask the people who use radio a lot and make big delicious dollars.

You notice you just read a story. Imagine if you had heard it?

Dick Orkin & Christine Coyle
The Famous Radio Ranch