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Sales Tip - The 4-As of Effective Creative

David Ogilvy wrote: "I do not regard advertising as entertainment or art form, but as a medium for information. When I write an advertisement, I don't want to tell you to tell me you find it 'creative.' I want you to find it so interesting that you buy the product."

Run all your commercials and digital advertising past this litmus test.

Attention
Does your creative get the attention of the listener or users?

Awareness
Does your creative make consumers aware of the product or service? In other words, are you providing information that would make people want to buy?

Attitude
Have you created an attitude in the mind of the consumer for your advertiser, the product, or service? Caring? Tough? Fun? Serious? Before consumers are willing to buy they must be able to imagine themselves using the product or service in a way they want to use it.

Action
Does your advertising call the consumer to action? Make a phone call? Search the web? Click an ad? Register for a newsletter? Buy something?

RAB's Certified Professional Commercial Copywriter (CPCC) online training and certification program has a lot more on writing great radio copy that can be applied to any advertising medium.

Source: John Potter, SVP/Professional Development, RAB