As we’re get­ting ready to speak at the next Big Sem­i­nar, and share the stage with none other than Jay Abra­ham, my wife Sylvie and I have been work­ing furi­ously on our upcom­ing prod­uct, Suc­cess Chef, which we are launch­ing at Big.

But as busy as I am these days, and with the added stress of writ­ing copy, deal­ing with clients and rais­ing three teenagers, I some­times find myself dip­ping into a few books as a dis­trac­tion for some solace and qui­etude — and to give me some fresh ideas.

Last week, I bought four books, and devoured them in a sin­gle week!

I’m noth­ing short of amazed at how great these books are. And I want to share them with you and encour­age you to grab a copy. (Audio ver­sions of the books are also avail­able, too.) They are…

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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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