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  | O'DAY ON RADIO ADVERTISING Ebook | |
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 | |  | | E-book Category: Business
E-book Title: O'DAY ON RADIO ADVERTISING
Author: DAN O'DAY
Book Description: Who Will Profit From This Book?
- Radio commercial copywriters
- Radio commercial producers
- Radio salespeople who want to make sure their clients get results
- Radio sales managers who want to make sure that every staff member involved in selling or creating radio advertising truly understands what it is, how it works, and how to make sure the client is getting the kinds of results that deliver re-orders (and more profit) for the radio station.
Do Not Buy This Book If....
- You really aren't interested in "results." You firmly believe that radio advertising requires nothing more than attempting to be "clever" while mentioning the client's name & phone number as many times as possible.
- You're looking for a dry, theoretical treatise on advertising. O'DAY ON RADIO ADVERTISING, Volume One is, above all else, practical.
- You're looking for a standardized "textbook" - You know: History of the medium, historical facts & dates, photographs of old-time microphones. You won't find any of that here.
This book is not for students. It's for professionals.
Two Years In The Writing.
Two Years In The Rewriting.
O'DAY ON RADIO ADVERTISING, Volume One is a distillation of the very best material published in the first 24 issues of The Dan O'Day Radio Advertising Letter.
I did not simply collect all the issues and declare it to be a book.
First I removed:
* All the chatty stuff.
* All the advertisements.
* All the promotional blurbs for my seminars, etc.
Then I spent two years editing and rewriting everything that remained.
Multi-part articles were transformed into seamless chapters.
I continually reshaped the material to make it as easy to read as possible. Just as when writing a commercial, I believe it's my job to do all the "heavy lifting" so that the words and concepts leap off the page at you.
Although O'DAY ON RADIO ADVERTISING, Volume One is crammed with solid, useable information, you'll find it extremely easy to read, to grasp, and to apply to your own work.
I completely reformatted all the information into a style that's appropriate for the e-book format: Much easier to read and to print.
No Other Book Like It.
Not a textbook.
Not a memoir.
Not a bunch of theory.
Certainly not written by an "academic" who's never written, produced or sold a single commercial.
Best way I can describe it: It's like you and I sitting down for 12 hours or so and discussing the basic principles and hidden secrets of successful radio advertising.
I'll teach you some things you never knew before.
I'll get you to perceive things you "know" in a completely different manner.
I'll destroy a number of myths that many people have been brainwashed into believing - to the detriment of the radio industry and advertisers alike.
I'll share case histories, analyze campaigns, critique commercial copy, share research techniques, reveal my own list of questions that I ask to help the client discover the most riveting selling proposition possible.
I'll set you straight on what "branding" really is. (Everyone uses the word but almost no one knows what it means. Hint: Branding is not "getting your name out there.")
No Pussyfooting Around.
I am not known for my "diplomacy."
While I'm unabashedly enthusiastic about the power of a well-crafted radio campaign, I'm unrelenting in my criticism of the worthless drivel that passes for so much of today's advertising.
If you're looking for a cheerleader who proclaims that "all radio advertising is good, and all other advertising is bad," don't buy this book!
The Truth:
- 90% of all advertising is a waste of money, due to the incompetence of whoever is responsible for its creation.
- That includes 90% of all radio advertising.
- Most radio stations struggle along in complete ignorance, selling commercials that don't work to advertisers who don't know any better, which leads to:
- "I tried radio, and it didn't work!"
- ...which leads to radio stations continually needing to replace unhappy clients with new clients.
- Radio advertising works. When you know how to do it.
More Truth:
- You don't have to be "creative" to write effective commercials. You just need to know how to sell.
- You already know how to sell. Even if you're not a "salesperson."
- When your radio station consistently produces profitable results for its advertisers, you don't continually have to search for new business to replace dissatisfied clients.
- When your radio station consistently produces profitable results for its advertisers, you never have to play the "cost per point," "cost per thousand," or "throw in a bunch of bonus spots & promotions" game.
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