Create Ads That Connect Emotionally

Freeze-frame each moment when something rocks your world.

When you cry or become frightened or get angry or laugh or are overwhelmed by a sense of wonder, reverse-engineer what just happened. Ask yourself, “Why am I feeling this way? How did they do this to me?” Was it something in the sequence of events? Was it in the shapes or colors, words or music, symbols or associations? Was it facial expressions, vocal intonations, or a combination of several of these at once?

Keep in mind that visual techniques and gestural techniques can be easily adapted to radio. This is a huge blind spot in the minds of radio professionals. Experiment with what you learn. The techniques that worked on you will work for you, as well.

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