I reviewed the Tony Hertz audio book version of this book on Audible. I have to say it was a great decision as the ad’s that Tony talks about get played in their original form – and they sound amazing – Although I am trying to get a physical copy of the book too…. more on that later.
Tony’s history is advertising and radio, and you can tell he is passionate about the subject. The best thing for me was that the audiobook was actually narrated by Tony, and you could really tell the parts he was really passionately focused on.
The book came out in 2013, and yet it feels like it was just written yesterday, because the ideas, problems and solutions are all still highly relevant today.
His “7 Secrets of Creative Radio Advertising” has actually changed the way I write someone of my ads – so much so that while listening to it I started to tweak my style, and some of the results and responses from clients and listeners were incredible. But then, some clients just don’t get good radio – they want the same style ad that you will hear anywhere in the world – and Tony agrees with me on that. BORING!
The “7 Secrets” – in broadest terms are (and I won’t give away too much because you should purchase this book if you can – or spend a credit on audible for a great listen):
- Find a Feeling
2. Begin With A Picture
3. Think about the person
4. One Ad One Message
5. Stand In A Different Place
6. Characters NOT Voices
7. Produce With Passion
My review on Audible pretty much sums up exactly how I felt about this book: Brilliant! As a radio copywriter I highly recommend this to all other copywriters! Amazing! If I could give more stars I would.
5 Stars! I would have given it 7! Out of 5 it was that good!
Now as I mentioned in the top line – I am trying to find a physical copy of this book – when I try to buy it instore, it’s not available – on-line it is either sold out, or out of print, or selling for an astronomical price on E-bay. So if anyone has a second hand copy they would like to sell to me – or can point me in the direction of a copy that is actually available on-line – I’d love to know – drop me a comment below – or email me at: firstname.lastname@example.org
Here is an added bonus, just for you: I enjoyed the book so much I have created my own A4-1 page cheat sheet (FIND IT HERE) of the “7 Secrets of Creative Radio Advertising”, that you can download for free – no sign-up, nothing and it will be in the FREE RESOURCES & TOOLS Tab later today.
And finally we have a link to Tony’s website – HERE – enjoy
Again my standard boiler-plate disclaimer applies – I have not received any payment/inducement or any sponsorship deal for this review – it is 100% independent and I can thoroughly endorse this book – do yourself a favour and get a copy!