14-Aug-08 4:00 AM CST

Radio Lounge Weekly Radio Advertising Tip - Use Colorful Words and Phrases

Use Colorful Words and Phrases

Stronger than horseradish!

The location was CBS Radio in Houston in the late 90's under the legendary Dickie Rosenfeld. Dickie was contemplating time delaying a live syndicated radio show. In one of the most brilliant PR moves seen in radio, the syndicated host whipped the Houston listeners up into a frenzy. Radio listeners locked up the phone lines and started appearing at the radio station. On the air it seemed as if the station was under attack. From the inside, it sure felt like it. Dickie eventually gave in to the pressure that afternoon and live on the air said You Win. No time delay. Then referred to the listeners as STRONGER THAN HORSERADISH!

You had to know Dickie to see how that SO fit his personality, and the phrase is so memorable because it's colorful and reflective of the person.

The same is true for your radio advertising.

The No-More-Sleeping-On-The-Couch Jewelry Sale this week at -
The Bounce-a-quarter-off-your-abs Super Signup at XYZ Fitness -

Use colorful words people will remember on a consistant basis. They command attention and evoke emotion.

Until next week...
~B

M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469).