Copywriting guru Jeffrey Hedquist shares his insights and techniques on
what to do when clients think they want a bad commercial. The "What?/So
What?" technique shows how to hammer home the benefits to the customer.
In "Hold The Phone", phone numbers should be memorable and used only if
they are the primary response vehicle. Commercials should invite the customer
to reach a buying decision, not demand they purchase immediately. And
finally, get out of your writing rut by exploring new ways to begin a
spot using a number of different scenarios.
