Too many radio commercials sound the same today as they did forty years ago. Why, I don't know. Because we're ten times as savvy now, and the same old stuff hasn't worked in a long time - hence the complaint, "I tried radio and it didn't work."

Though I've written and produced radio advertising since 1981, I wake up everyday thinking, "What I write today has to be spanking new." Listeners are deciding within three seconds whether they're going to keep listening.

Do your ads make people keep listening? Are your ads about you or are they about the listener? Close to ninety percent are about an advertiser's business, and those don't work.

No one has ever told you that.

If you're in business, pretend you're a consumer and go here. Pick a commercial and listen to it three times. Then ask yourself, "If I were in the market for what's offered in this ad, would it get me interested enough to visit the advertiser?"

If you believe it would, my agency should be writing spanking new ideas for you instead of someone else writing the same old stuff. Call or write and let's talk.

A big client walks in.