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December 22, 2009
Writing Successful Radio Ads for Direct Response Radio Advertising: Follow The Platinum Rule
When it comes to radio commercials, you'd better not follow The Golden Rule. Do you remember it? "Do unto others as you would have done unto you." Also stated as "treat others as they would like to be treated".
Unless you are 100% representative of the target customer - and absolutely positive about it - you're better off following The Platinum Rule".
By almost all accounts, The Platinum Rule has replaced the Golden Rule. Not just when it comes to radio advertisements for direct response radio. In all of life.
What is The Platinum Rule?
"Treat others as they would like to be treated."
The difference between these two approaches is enormous.
To create a successful radio ad you must talk to customers about the problems and benefits they care about, in the way that resonates with them.
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