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STORYSELLING: The Art & Craft of Selling With Radio Advertising Stories by Dan O'Day

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 You've heard people extol the virtues of using stories in advertising. But telling a copywriter, "Tell a story" is like advising a would-be comedy writer, "Write a funny script." The most important aspect of any form of writing is understanding its structure. (And in radio commercials, that means much more than just "conflict and resolution.")

  • Why "storytelling" alone isn't enough
  • How effective yet inappropriate storytelling can hurt your spot's effectiveness
  • Why most storytelling commercials fail (and how to make sure yours succeed)
  • The key elements of storytelling
  • One sure way to instantly identify a storytelling commercial that will fail. (You'll immediately want to pull a number of your own spots off the air.)
  • The relationship between your characters and your listeners
  • Storytelling via music
  • Exactly what role the advertiser should play in the story. (Learn this, and your professional life becomes much easier and much richer.)
  • How to craft your characters
  • How to know which character should carry the sales message
  • Showing vs. Telling
  • "Soft-Sell" storytelling
  • The power of Anticipatory Surprise
  • Storytelling with comedy
  • How and why most comedy story commercials fail
  • Why good comedy spots succeed. (Hint: It's not because comedy "cuts through the clutter.")

 

2-CD Audio Seminar


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