A RADIO ADVERTISING LESSON IN JUST SIX WORDS

I've just returned from a meeting of a clandestine organization, of which I am a member, that is so secret even I'm not sure what we do. I had been asked to share some inside secrets of radio advertising.

Because our meeting was held in Northern California wine country with a magnificent golf course just yards away, I decided to condense my lesson into just six words — for the benefit of anyone who got bored and decided to go wine tasting or to hit the links.

I explained that while these six words cannot guarantee a successful campaign, without them one is almost certainly doomed to failure:

"One Message. One Call To Action."

Suggestion: Make that the topic of your next sales meeting.