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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Gary: Then you go out to a library or a book­store and get ten books on golf and out­line a prod­uct based on the ideas you got from those books. I remem­ber one book I really liked had a sim­ple title said, “The Secrets of Per­fect Putting”, but any­way you out­line your book then you write a direct mail let­ter as though your prod­uct actu­ally existed.

Then you mail 1000 let­ters out of that, you have to rent 5,000, but I often rent 5,000 and test only 1,000, and if you get enough money back that the arith­metic says that you have made a profit doing this and you did it with your own money then you are enti­tled to call your­self a copywriter.

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