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The Ten Commandments of Radio & Television Advertising
By: Dick Summer
  1. Thou shalt not "Do it yourself", for many of the same reasons that lawyers don't represent themselves in court, doctors don't give themselves a lobotomy, and barbers don't give themselves haircuts.

  2. Thou shalt not let stations talk you into "Doing it for you", because like Real Estate agents, they are "doing it" for themselves, not for you.

  3. Thou shalt BRAND from the very beginning through eternity.

  4. Thou shalt "Keep it simple", smiling all the way to the bank as you zoomest past all those who call you stupid.

  5. Thou shalt tell 'em what you are about to tell 'em, tell 'em, and then once again, tell 'em what you told 'em, ere they say, "Huh"?

  6. Thou shalt tell stories, which shall end with the same idea as they began, thereby making sense and giving pleasure to those who are attending your message, and also selling the hell out of your product or service because they will remember the story.

  7. Thou shalt offer benefits, keeping your features to your self. But thou shalt never stop demanding that somebody in marketing come up with more benefits for the same features.

  8. Thou shalt never accept book rates, for you shall surely be had, and the other guy shall feel cheated and worthless as a negotiator.

  9. Thou shalt listen to your customer, because if you don't somebody else will.

  10. Thou shalt not scream.

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