(By Rick Fink) If you’re a seasoned writer, you may not agree with this. However, if you are an untrained media rep or a new rep, writing a basic ad can be frightening and hard. Writing a good ad is even more difficult. And writing great ads takes a unique talent.
I think everyone would agree that there are way too many “bad ads” on local media. This isn’t just radio; it very much includes newspapers, magazines, digital, and especially local TV ads.
Many times, in small and medium markets, it’s the sales rep who is writing the ads for their clients. While I actually subscribe to this, most reps aren’t trained on how to write basic ads, much less on how to insert meaningful creativity into an ad. And creating effective campaigns is almost unheard of.
When I work with media reps and we are discussing the creative side of…
