that gets advertiser results - rab.com copywriting webinar... · 2018-12-22 · creative...
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 1
Creative Copywriting
Brandeis C. Hall VP, Professional Development Radio Advertising Bureau
That Gets Advertiser Results
Jeffrey Hedquist President & Creative Director Hedquist Productions, Inc.
• What you can do to set the course for
commercials that succeed
• Identify common “commercial killers”
• Ways to keep commercials from sounding
like commercials
• Cool ways to grab people’s attention with the
unexpected
• RAB Resources to help you
What We’ll Cover
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 2
• Jeffrey Hedquist
• www.Hedquist.com
About Your Presenter…
Hedquist Productions, Inc.
1. What’s the first step that determines whether
your creative approach fails or succeeds?
2. What’s wrong with a commercial that sounds like
a commercial?
3. What are 4 mistakes that kill the effectiveness of
commercials?
4. What are 3 proven ways to break the “sounds
like a commercial” pattern?
5. What are more than a dozen ways to create
unexpected story messages?
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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1. Starting with the client’s name
4 Mistakes That Kill The Effectiveness of Commercials
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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2. Language – clichés
4 Mistakes That Kill The Effectiveness of Commercials
3. Entertainment value that is tacked on
4 Mistakes That Kill The Effectiveness of Commercials
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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4. Making predictable spots
4 Mistakes That Kill The Effectiveness of Commercials
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 11
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1. Start stories in the middle
3 Ways to Break the “Sounds Like A Commercial” Pattern
2. Use unexpected spokespersons or characters
3 Ways to Break the “Sounds Like A Commercial” Pattern
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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3. Use a variety of story forms
3 Ways to Break the “Sounds Like A Commercial” Pattern
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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How To Sell More On the Radio
Using Stories
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
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How To Sell More On the Radio
Using Stories
$149 value
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Order today: $37
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 24
Bonus: (First 5 orders)
Free commercial analysis
($125 value)
Saved for RAB Resources
RAB Resources To Help You Be More Creative
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 25
RAB Resources To Help You Be More Creative
Saved for RAB Resources
RAB Resources To Help You Be More Creative
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 26
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Saved for RAB Resources
RAB Resources To Help You Be More Creative
RAB Resources To Help You Be More Creative
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 27
RAB Resources To Help You Be More Creative
RAB Resources To Help You Be More Creative
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 28
RAB Resources To Help You Be More Creative
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RAB Resources To Help You Be More Creative
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 29
RAB Resources To Help You Be More Creative
RAB Resources To Help You Be More Creative
Creative Copywriting Webinar Jeffrey Hedquist - RAB
Radio Advertising Bureau www.rab.com
7/16/2013 30
Brandeis C. Hall [email protected]
RAB Member Response [email protected]
800-232-3131
Jeffrey Hedquist [email protected]
641-472-6708