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LIGHTNING IN A BOTTLE: 3 Easy Rules For Writing More Profitable Radio Commercials Blaine Parker, Author Dick Taylor, CRMC/CDMC, Foreword The book is merely 12,000 words long. You can practically read that in your sleep. 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 this book also challenges things you think you know. Things like, “Say the advertiser’s name in the first seven seconds of any commercial.” That’s ludicrous. It’s a rule by people who Don’t Get It. 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 commercial captures lightning in a bottle. This little book explains how to make it so. |