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en Best Sellers
The purpose of all commercials is to awaken an anticipated experience through the ear to the mind of the listener-buyer.
To achieve this purpose, the commercial must attract attention — pleasant attention.
It must convey some fact of immediate interest to the listener so he will take the time to listen and understand. It must create a desire to act.
Before writing any commercial, ask yourself "Why should those who listen buy what I describe?'' Then answer in writing, "Because. . . ." List as many "becauses" as you can. Do this and you produce a commercial that will produce results.
Every commercial should somehow pay the listener for his time — the time he takes to listen.
Plan your commercial copy so it will be remembered. It's the memory value of a commercial that makes it profitable, because only a few people are in the mood to buy or have the money to buy at the time your commercial reaches their ears.
You can persuade if you are unafraid. When you believe in the value of what you are commercially advertising over the air, you will produce a commercial that engenders buying impulses.
Loquaciousness bespeaks a vacant mind. Being verbose or wordy repels rather than attracts the buyer.
Verbs make the potent commercial. Too many commercials are made up of nouns and adjectives and not enough verbs. Verbs suggest action and impel action because they carry conviction. Headline writers in magazines and newspapers make use of verbs to intrigue reader interest. Put at least one strong, forceful verb in every sentence of your commercial. Note the interest it arouses, even in yourself. Verbs are the gold nuggets of the sales language. Cultivate the verb habit.
Positive statements make potent commercials. The average commercials contains negatives such as "Don't forget. . . . Don't buy until. . . . Don't miss this. . . . etc." Positives suggest and impel action because they convey doing. Put strong, positive statements in every sentence of your copy. Successful businessmen think, act and speak positive.
JANUARY, 1941
Pioneer broodcaster^ lecturer, oufhor ond globe-trotter is Colonel B. J, Poimer, who formuioted the precepts for good commercial copy presented on this poge. Mony yeors ago, when he first Qn\erc6 the then new radio field, he sow a need for a set of stondords by which he, his salesmen ond the businessmen who purchased Hme on his station, could guide themselves in preparing a message oddr^sed to the public. The common-sense ond vision which guided his writing hove stood the test of time; today, commercial copy written on the some principals as advocated in Colonel Palmer's note to his soles force, is selling merchandise for olert sponsors everywhere. . . . Colonel Palmer is president of the broadcasting componies that own ond operote WHO, in X>e% Moines, Iowa, ond woe, in Davenport.