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Jeffrey Hedquist 66 Fairfield, IA United States: Like

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Learn The Art of Understatement For Better Radio Results

Started this discussion. Last reply by George W. Jordan Sep 16, 2011. 1 Reply 1 Like

Sportscaster Improv Applied to Radio Commercials

Started Aug 23, 2011 0 Replies 2 Likes

Foreign Lecturer For Radio Spots

Started Aug 10, 2011 0 Replies 0 Likes

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George W. Jordan replied to Jeffrey Hedquist's discussion 'Learn The Art of Understatement For Better Radio Results'

Great advice. George Jordan Canada

Sep 16, 2011

Jeffrey Hedquist replied to Rod Schwartz's discussion 'Roy H. Williams on Client-voiced Radio Commercials'

Good comments Neil. What Roy doesn't mention is that for "the voice doesn't belong on the air" to work, the copy must be good. In most cases that means NOT having the client read a script - no matter who has written it. The…

Sep 9, 2011

Rebecca Schwartz liked Jeffrey Hedquist's discussion 'Learn The Art of Understatement For Better Radio Results' Sep 9, 2011

Jeffrey Hedquist replied to John Cortes's discussion '30 Second ad, Mentions?'

Rod, You pretty much nailed it. Especially the one call to action. For a number of our clients who want to have a phone number and a URL (and their schedule is hefty enough to allow this to work), we'll do 2 identical commercials with the phone…

Sep 9, 2011

Learn The Art of Understatement For Better Radio Results

Increase the believability of your radio commercials by understating the benefits. Benefits are all the listener cares about, but they have to be realistic.Features and benefits tend to get overblown. So much of advertising is based on hyperbole. Advertisers feel they have to promote themselves as the greatest, best, cheapest, largest, most efficient, latest, coolest, most fun. After hearing claims like this a few thousand times, consumers don't buy them anymore. We (and our clients)…See More

Discussion posted by Jeffrey Hedquist Sep 9, 2011

1 Comment 1 Like

Celeste Kreutzer liked Jeffrey Hedquist's discussion 'Sportscaster Improv Applied to Radio Commercials' Aug 23, 2011

Rebecca Schwartz liked Jeffrey Hedquist's discussion 'Sportscaster Improv Applied to Radio Commercials' Aug 23, 2011

Sportscaster Improv Applied to Radio Commercials

Another game from the world of improv ...adapted for radioA play-by-play announcer and a color commentator describe an ordinary activity as if it were the game of the week. 1: Looks like another thrilling Saturday night here at Bob's apartment. He's hunkered down in front of the TV...reaches for the remote... 2: Doesn't he know that The Lizard Lounge has two live bands tonight? 1: Guess not. He flips from one channel to another...this IS exciting 2: And that drinks are half…See More

Discussion posted by Jeffrey Hedquist Aug 23, 2011

0 Comments 2 Likes

Foreign Lecturer For Radio Spots

Here's another flavor from the world of improv to spice up your radio writing. One voice speaks a foreign language. This can be gibberish, actual foreign language copy, or, what may be the best, is a combination of foreign language words with enough "Americanized" expressions interspersed to emphasize the copy points in a humorous way. A second voice "translates" what the foreign voice is saying.Effective extrapolations of this can be to use for the first voice, a child (especially if…See More

Discussion posted by Jeffrey Hedquist Aug 10, 2011

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Jeffrey Hedquist replied to Jeffrey Hedquist's discussion 'Freeze and Switch For Radio'

Sam, you're right. I think participating in improv is one of the best ways for a writer to improve. I'll have more articles on improv techniques applied to radio coming up. I'm better at playing freeze. She's better at…

Jul 22, 2011

Sam Jones replied to Jeffrey Hedquist's discussion 'Freeze and Switch For Radio'

Excellent post, Jeffrey! There are so many games in improv that I think could benefit copy writing. One other you made me think of is...and I forget the name of it...but instead of calling "freeze," the outside player calls…

Jul 22, 2011

Freeze and Switch For Radio

The techniques of improvisational theatre can improve your commercial writing. Read about them, take a class, join a troupe, practice, and get on stage if you want, but use these techniques. They'll give your right brain strength and agility.Here's one technique that can help you yield better results from your brainstorming sessions: Freeze and Switch. Here's how it works in an improv situation:Two players begin a scene. When they are in an interesting position or the energy of the scene has…See More

Discussion posted by Jeffrey Hedquist Jul 21, 2011

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Jerry Richardson liked Jeffrey Hedquist's discussion 'Lose the Radio Spot Formula' Jul 8, 2011

Discussions posted by Jeffrey Hedquist Jul 6, 2011

Ty Jones liked Jeffrey Hedquist's discussion 'Hold the Phone' Jun 30, 2011

Melvyn Amulyoto liked Jeffrey Hedquist's discussion 'Hold the Phone' Jun 24, 2011

Jeffrey Hedquist's Blog

Be Human!

Posted on June 11, 2009 at 8:47pm 0 Comments 0 Likes

People buy from people, not from institutions. Advertisers often forget this, and are more concerned about their perfect "image" than about relating to their audience as fellow human beings.

It's not a perfect world, and listeners recognize this, so a commercial that tries to portray the advertiser as perfect, doesn't ring true.

Let the audience in on your little faults, the chinks in the armor. For example, the car dealer who says, "We have the best deals, the biggest… Continue