If you don't write lots of radio commercials, you mightiness as well leave now.

What I have to say is only for radio advertising professionals.

• If you're not a radio advertising professional....
• If you don't write radio commercials on a regular basis....

I don't mean to offend you by telling you to leave. I simply don't want to waste your time.

If you do write lots of radio commercials, then I cognize two things simply about you:

One thing I cognize simply about you is:

• You ne er have as more time as you'd like to write the kind of compelling, action-inducing commercial your clients deserve. You're always facing an unforgiving, really short deadline.

The another thing I cognize simply about you is:

• If you've been writing radio commercials long enough to qualify as a professional, then you cognize that the single hardest part of writing a radio commercial is:

What Do I Mean by "Headline"?

Your "headline" is the really 1st line of your commercial.

Your opening line really is the commercial for your commercial. It is your one chance to capture the attention of your target audience.

If you don't grab their attention from the really beginning of your commercial, it doesn't matter how valuable your message is. Because if your opening line - your headline - doesn't instantly attract the attention of the folk you're trying to sell to, they'll ne er hear the rest of your message.