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WARNING: THIS BOOK IS SHORT AND EXPENSIVE. It is merely 12,000 words long. It’s probably only 10% as long as another, very famous book by a Famous Ad Man On Advertising. If you believe you pay by the word, this book costs ten times more than his. But it also challenges things you think you know. Things like, “Say the advertiser’s name in the first seven seconds of any radio commercial.” That’s ludicrous. It’s a rule for people who don’t know how to be evocative, interesting or necessary. In the first seven seconds? The listener should be intrigued and want to hear more. The words should be captivating. Fascinating. Compelling. The listener should suddenly be plugged into an emotional charge demanding attention, forcing focus and inspiring action. At its best, a radio commercial captures lightning in a bottle. This little book explains how.
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