That Gets Advertiser Results - RAB.com Copywriting Webinar... · 2018-12-22 · Creative Copywriting Webinar Jeffrey Hedquist - RAB Radio Advertising Bureau 7/16/2013 1 Creative Copywriting

Creative Copywriting Webinar Jeffrey Hedquist - RAB

Radio Advertising Bureau www.rab.com

7/16/2013 1

Creative Copywriting

Brandeis C. Hall VP, Professional Development Radio Advertising Bureau

That Gets Advertiser Results

Jeffrey Hedquist President & Creative Director Hedquist Productions, Inc.

• What you can do to set the course for

commercials that succeed

• Identify common “commercial killers”

• Ways to keep commercials from sounding

like commercials

• Cool ways to grab people’s attention with the

unexpected

• RAB Resources to help you

What We’ll Cover



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• Jeffrey Hedquist

• www.Hedquist.com

• [email protected]

About Your Presenter…

Hedquist Productions, Inc.

1. What’s the first step that determines whether

your creative approach fails or succeeds?

2. What’s wrong with a commercial that sounds like

a commercial?

3. What are 4 mistakes that kill the effectiveness of

commercials?

4. What are 3 proven ways to break the “sounds

like a commercial” pattern?

5. What are more than a dozen ways to create

unexpected story messages?

mailto:[email protected]



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1. Starting with the client’s name

4 Mistakes That Kill The Effectiveness of Commercials



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2. Language – clichés


3. Entertainment value that is tacked on




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4. Making predictable spots




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1. Start stories in the middle

3 Ways to Break the “Sounds Like A Commercial” Pattern

2. Use unexpected spokespersons or characters




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3. Use a variety of story forms




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How To Sell More On the Radio

Using Stories



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How To Sell More On the Radio

Using Stories

$149 value

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Order today: $37



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Bonus: (First 5 orders)

Free commercial analysis

($125 value)

[email protected]

Saved for RAB Resources

RAB Resources To Help You Be More Creative



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Brandeis C. Hall [email protected]

RAB Member Response [email protected]

800-232-3131

Jeffrey Hedquist [email protected]

641-472-6708

Documents

That Gets Advertiser Results - RAB.com Copywriting Webinar... · 2018-12-22 · Creative Copywriting Webinar Jeffrey Hedquist - RAB Radio Advertising Bureau 7/16/2013 1 Creative Copywriting