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Chris G Lytle's Discussions
For all your copywriting needs . . .
Started this discussion. Last reply by Chris G Lytle Jul 29, 2010. 28 Replies 0 Likes
Chris G Lytle's Page
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Chris G Lytle replied to Rebecca Schwartz's discussion 'Friday Poll: What's Your Strategy for Breaking out of a Sales Slump?'
For the next three calls, set a goal not to sell, but to ask questions and listen. Take the pressure completely off yourself to perform. When you're worried about making a sale, you give off a desperate vibe. When your goal is to learn about…
Chris G Lytle replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
You've got to protect the listeners and the advertisers. Sorry about your car getting keyed, though.
Scott Lanter replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
That program director was exactly right. When I was a program director, I refused to allow any spot on the air that included, "For all your ______ needs", "Conveniently located at ______", "and much, much more", and…
John Edward Harper replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Hi Chris...Good info on commercial copy writing! One more item to add to your list...how about those who write into their copy a list of items on sale @ a store, etc. only to have them say in the copy "and there's more". A real turn…
Rod Schwartz replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
That's really the acid-test in a nutshell: Do real people engaged in a real conversation talk like that?
I have yet to hear someone say, "I shop there for all my _____ needs."
Or, "I like them because they have friendly,…
Joe Lyons replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Avoid cliches like the plague.
Rod Schwartz replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Paul Weyland recorded this short piece on commercial clichés. He hits on quite a few that eluded me when I started compiling my list. Thought I'd pass it along for your enjoyment. (Note: the clip is in a Real Audio format.)
Rod Schwartz replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Here's a nifty little video. Watch and listen as Dan Heath, co-author of MADE TO STICK, builds and then deconstructs a mission statement. Simply substitute radio commercial for mission statement, and you have a great illustration of how to turn…
Joe Lyons replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Then too, I am reminded of the BMW ad some years ago which said "Avoid cliches like the plague."
Words to live by.
Joe Lyons replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
I have often said that the day I become the Pope of all advertising, I will make the word "needs" a mortal sin.
People buy what they want, and touchiing that part of them makes advertising, especially radio, work.
Chris G Lytle replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Jeffrey--"Human Speak" is a good term. Capturing it in a commercial is tough because of the writing and the fact that in one or two takes most talent doesn't get comfortable enough with the copy to say it instead of read it. Always…
Jeffrey Hedquist replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Maybe that's why Dick Orkin is there.
Jeffrey Hedquist
Jeffrey Hedquist replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Chris - I like your idea. I may steal...er...I mean "adapt" this.
Jeffrey Hedquist
Jeffrey Hedquist replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Chris - Good point about substituting a story for a cliche. I just posted an article here about translating cliches into "human speak."
Jeffrey Hedquist
Rod Schwartz replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
I started compiling a list a few months ago. Readers of Radio World were invited to add to it (haven't seen that follow-up yet). But it might be enlightening to start a "Banned Clichés" forum and see how successful our members…
Chris G Lytle replied to Chris G Lytle's discussion 'For all your copywriting needs . . .'
Cliches cripple copy and make the advertiser's commercial sound similar to every other commercial. If you make a claim in advertising it should be strong and unique. Most claims elicit nothing more than a shrug of the shoulders or a…
Profile Information
- What radio station/company are you with?
- Sparque. Inc.
- How long have you worked in the radio sales industry?
- Oh, about 36 years.
Comment Wall (2 comments)
- At 11:22am on November 19, 2010,
Chris Stonick said… - From one Chris to another...Happy Thanksgiving Chris...hope you're doing well my friend!
- At 9:56am on August 19, 2009,
Rod Schwartz said…
- Chris, on behalf of the multitudes of radio sales guys and gals you've helped over the decades (of whom I am one) ... welcome to Radio Sales Café!
Your book, The Accidental Salesperson, ought to be one of the first books a new radio advertising salesperson picks up - to gain focus and shorten the learning curve.
Hope you'll take time now and again to share some of your own stories from Madison and elsewhere.
Thanks for joining us!
-Rod
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