This book is not for students. It's for professionals.
O’DAY ON RADIO ADVERTISING, Volume One is a distillation of the very best material published in the first 24 issues of The Dan O’Day Radio Advertising Letter.
Dan O’Day explains....
I did not simply collect all the issues and declare it to be a book.
First I removed:
All the chatty stuff.
All the advertisements.
All the promotional blurbs for my seminars, etc.
Then I spent two years editing and rewriting everything that remained.
Multi-part articles were transformed into seamless chapters.
I continually reshaped the material to make it as easy to read as possible. Just as when writing a commercial, I believe it's my job to do all the "heavy lifting" so that the words and concepts leap off the page at you.
Although O’DAY ON RADIO ADVERTISING, Volume One is crammed with solid, useable information, you'll find it exceptionally easy to read, to grasp, and to apply to your own work.
I completely reformatted all the information into a style that's appropriate for the e-book format: Much easier to read and to print.
Not a textbook.
Not a memoir.
Not a bunch of theory.
Certainly not written by an "academic" who's never written, produced or sold a single commercial.
Best way I can describe it: It's like you and I sitting down for 12 hours or so and discussing the basic principles and hidden secrets of successful radio advertising.
I'll teach you some things you never knew before.
I'll get you to perceive things you "know" in a completely different manner.
I'll destroy a number of myths that many people have been brainwashed into believing — to the detriment of the radio industry and advertisers alike.
I'll share case histories, analyze campaigns, critique commercial copy, share research techniques, reveal my own list of questions that I ask to help the client discover the most riveting selling proposition possible.
I'll set you straight on what "branding" really is. (Everyone uses the word but almost no one knows what it means. Hint: Branding is not "getting your name out there.")
I am not known for my "diplomacy."
While I'm unabashedly enthusiastic about the power of a well-crafted radio campaign, I'm unrelenting in my criticism of the worthless drivel that passes for so much of today's advertising.
If you're looking for a cheerleader who proclaims that "all radio advertising is good, and all other advertising is bad," don't buy this book!
The Truth:
90% of all advertising is a waste of money, due to the incompetence of whoever is responsible for its creation.
More Truth:
Dick Orkin has long been a hero of mine, so I was thrilled when he volunteered to write the foreword to O’DAY ON RADIO ADVERTISING, Volume One.
From Dick's foreword:
Dan's notions of radio advertising are not built on any complex and elaborate abstract theory. Instead they stand firmly on O'Day's practical and exciting common sense, one that is sharply honed. I am convinced that's a giant part of his appeal. Dan O’Day didn't write this book because he's opposed to spots and campaigns that are just derivative. He told me, "I'm constantly amazed at how at least 90% of all types of advertising is terrible...not as in 'terribly uncreative' but rather as 'terribly ineffective.' " He said his amazement comes from his belief that "creating effective advertising is not really difficult — once you're clear on what advertising is supposed to accomplish." From my personal experience with Dan at workshops, I know that his dedication is to the advertiser's genuine needs of the moment, and thus emerge his outstanding qualities of authenticity and integrity. And so this book, O’DAY ON RADIO ADVERTISING, Volume One, just like his workshops, he perceives as a dialogue between himself and someone who wants to achieve results with advertising. No deceit, no compromises, and always the truth. I promise that you can expect to find that in the engrossing secrets of "achieving results for the advertiser" that Dan discloses in these pages. |
If you think this book is too expensive, don't even consider ordering it.
O’DAY ON RADIO ADVERTISING, Volume One is 285 pages of my best stuff. If you're not in a position where just one good idea will earn you far more than the cost of this book, don't buy it!
O’DAY ON RADIO ADVERTISING, Volume One is for professionals, not curiosity seekers or wannabees.
Although it's entertainingly written, my goal is not to amuse you. It's to help you make more money (for yourself and/or your clients).
If so, O’DAY ON RADIO ADVERTISING, Volume One will provide you with grist for dozens of sales meetings.
Trying to land a big insurance account? Print out the case history beginning on Page 53 for each member of your sales staff and have them read it before your meeting.
Bedding stores? Devote one sales meeting to the commercial critique & makeover that begin on Page 197.
Have a client in a crowded advertising category, who needs to stand out from the crowd? O’DAY ON RADIO ADVERTISING, Volume One offers so many strategies that you'll need far more than a single meeting. But you might start with Page 12.
With 285 pages of solid, real-world material, I don't even know where to begin to select "highlights."
And, of course, my favorites might not turn out to be your favorites.
But here are a few that I know to be exceptionally valuable.
If you're a radio advertising professional, O’DAY ON RADIO ADVERTISING, Volume One will help improve your advertising immediately.
No matter what your station's rate card is, you'll be making money from this book the very first time you apply just one concept, strategy or tactic.
If you're a radio advertising professional, there's simply no good reason for you not to order this book right now.
Immediate delivery!
When you submit your order, you’ll be able to download this 285-page e-book immediately.
Posted by Craig Allen, Citadel Broadcasting/Saginaw
It's inspiring to read something like O'DAY ON RADIO ADVERTISING and realize that you don't have to keep churning out the same mind-numbing, cliche-ridden, laundry list commercials day after day. You CAN write something different. And more important than simply being different, it will be EFFECTIVE. Imagine that -- helping your client make money with spots that increase their business!
Posted by Peter J. Fogel
I am a freelance direct response and radio copywriter. O'DAY ON RADIO ADVERTISING is my bible. Recently just one idea in it helped me bring a 30% response increase for a client's radio campaign. One should never stop learning from a Master. And O'Day is it!
Posted by Jimi Diaz, Radio Unica
Hurray! I can finally trash the seven binders of back issues and search for specific key words! Dan O'Day is the man!
Posted by Bouke te Pas, Yorin FM/The Netherlands
What a great book! My girlfriend will have a lonely night ....Thanks!
Posted by Brian Johnston, CHUM Radio Kingston
O'DAY ON RADIO ADVERTISING probably helps us with at least one challenge weekly. Our sales staff is also learning to differentiate between a good radio ad and a bad radio ad, so there is much a better chance that the client will have success when using our stations. And making dollars for our clients makes dollars for us. By the way, our Creative Director finds the book helpful as well. Every radio station that cares about ads working for their clients should have one.