Morris Hite, legendary ad man, has been quoted as saying: “Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can’t.”
As radio advertisers we often forget this truism in an effort to be clever, funny or outrageous. Those qualities can be effective ways to get a listener’s attention, but what we want our commercials to do is convince the listener to make the call, visit the web site, go to the place of business, request the brochure, attend the free seminar or ask for the free consultation.