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.
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The Bounce-a-quarter-off-your-abs Super Signup at XYZ Fitness -
Use colorful words people will remember on a consistent basis. They command attention and evoke emotion.