This is Stevea Robbins.

Welcome to the Get It Done guys quick and dirty tips to work less and do more.

We're in the middle of an advertising war, and I'm going to tell you how to win.

We're besieged with 20,000 ads a day.

The only way that any one advertiser can get hurt is to advertise that much harder.

So they up the ante to 20,217 ads a day.

Oh, it works for a while.

And then, soon enough, everyone else advertises that much more.

The playing field levels out and the whole game starts over at 20,306 ads per day.

This is war, and when I think of war, I think of zombies. And strategy.

I think of strategy, too. Many ads are written as if they're just a piece of writing. They

aren't. There's a huge difference between written ads and spoken ads. Just listen to the radio.

Spoken ads are a whole different beast. Remember your

purpose when you're creating an ad. Radio and podcast ads are not intended to sell product.

The listener is rarely able to buy immediately. They're listening over lunch or on a treadmill

or in their car. See, you're probably listening over lunch or on a treadmill or in your car.

Am I right? The goal of a spoken ad is to engage the

listener to start the sales process by calling a phone number or visiting a website. One key is

repetition. People remember what's repeated. If you're advertising Grandma Cuddles Daycare Center,

don't try to get listeners to sign over custody of little Sally or

Raja or Renee sight unseen.

No, no, no, no, no.

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