We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
<e
ommandments for Commercials
by ELMER WHEELER, You Must Keep In Step With Your Prospect; Words That Do Not Make Sales, Endanger Sales
Good radio showmanship always "keeps in step." Just as every program is arranged for certain objectives, so should commercials be planned and paced in harmony with program, product and prospect. They should be written in a style consistent with the style of the radio program they accompany, and always they should bear the listener in mind!
A man was walking briskly down the street, when suddenly in front of him a beggar squared off with hat in hand, muttering, "Can you spare a dime, buddy?"
The man's thinking was thrown off. He slowed up his gait. He walked around the beggar, saying, "Haven't got any change."
As he walked on, he said to himself, "This begging business is a racket. They've probably got more money hidden away than I have."
This made the man feel better; he had justified his actions to himself. The beggar cursed people for their cold-heartedness and went hungry.
Another day the same man was on another street, still taking his long strides and thinking about some deal he was to make, when suddenly he was conscious that a man was walking next to him.
The man said in a low voice as they went along, "Can you spare a dime for some coffee, mister ? /'/// hungry*'
The man put his hand into his pocket, got a dime, gave it to the beggar without slowing up his gait and without interrupting his thinking. The beggar got the dime in his hand and melted away behind the man. Both felt good they had performed a mutually beneficial transaction painlessly.
It's simple psychology] Write commercial inp\ from the listening buyer's point of view.
When making a sale or presenting an argument, get in step with your listener. Don't expect him to get in step with you. Radio commercials should not sound as though you are squaring off at people, forcing them to line up with you, expecting them to do something they aren't accustomed to doing.
Good radio commercials walk down the street — so to speak — with listeners the way they are walking. They don't jump out, grab them by the arm, and try to turn them around without reason.
When a commercial stresses the health, happiness or well-being of the listener, when it plays up his hobbies or his interests, it is in step with him.
When a commercial dramatizes the fact that a sponsor's products will help him do what he is trying to accomplish, the commercial is in step. For every man's first and greatest interest is himself.
"Words that do not help make the sale endanger the sale," is a well-known principle in salesmanship. The best commercial is no longwinded harangue; instead, it gets right down to cases, blending enough showmanship with the necessary facts to hold the favorable attention of listeners.
Make every word of your commercial count.
?
m