Preamble: In response to some excellent rebuttals as well as countless comments I’ve received on my previous post, “The Real Sinister Side of Forced Continuity,” I believe some people are missing the point of my argument, and I want to clarify a few things.

I’m not a lawyer by any stretch. But as a copywriter and business owner, I do know the rules enough to know that there’s a difference between “optional continuity,” “forced continuity,” and “hidden continuity.”

Optional continuity is self-​​explanatory. Forced continuity is a very common marketing practice (I’m not a fan of it, but I don’t mind it). In fact, there’s nothing wrong with forced continuity in and of itself.

What’s wrong is when it’s used in a wrong way.

The real problem, I believe, is that good marketers, including marketers using “forced continuity” in an ethical and legitimate way, are getting a bad reputation because some marketers unscrupulously misuse forced continuity.

The lack of transparency is the real culprit — such as hiding it or disguising it. Especially when it’s done on purpose. That annoys me. Because it’s no longer an issue of misuse. It’s out-​​and-​​out abuse.

But what bothers me more is how it affects us all. And it affects us all, both customers and marketers alike, in more ways than you think.

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My last post, where a disgruntled copywriter demanded “the truth” about creating wealth in copywriting, inspired copywriter Andrew Cavanagh to share the story of his beginnings on my forum:

“Here’s how I made my first ‘money’ in copywriting.”

Then one by one, other copywriters started adding their own. The responses were nothing short of amazing!

Many of the stories show that there’s indeed hope. They also show that we were all struggling copywriters once, too. And we didn’t all become overnight millionaires with million-​​dollar clients, as “Chuck,” the disillusioned copywriter, postulated.

I loved it so much that I posted my own story. I’ve decided to share it with you here. (By the way, the picture at the top is of me, circa 1991. A lot thinner, with glasses, and a lot more hair!) Anyway, here is my story…

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Radio advertising is an often-​​overlooked “magic marketing bullet”. Done correctly, it can increase your profits like magic. Done wrong, you can burn money at stunning speeds.

Here are the 7 Keys to Making a Fortune Using Radio Advertising.

Key 1: Use Direct Response Copy

Most radio ads use ineffective copy — they try to be funny, cute, or clever.

Don’t use these tactics, because they almost never work. Instead, use a direct response ad. A good basic template for such an ad looks like this:

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The buzz is on. People are talking about Rich Schefren, and they’re talking about him all over the Internet.

If you don’t know Rich, then you better get to know him now. Rich is a small-​​business strategist, and has helped many businesses — including his own — make millions upon millions of dollars.

His marketing strategies have been featured in the Wall Street Journal, ABC, CBS and NBC. He was worked with Jay Abraham, Stephen Pierce, John Carlton, Jeff Paul, Jeff Walker and too many others to mention here. He’s also a personal friend of mine and a brilliant marketer.

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