There are links to fifty articles on this page that explain how each part of a successful advertising campaign works. Print them.  Read them. In a week or two you'll know more about radio advertising than most reps and all ad agencies.

The articles to the right examine nuances of human behavior; planning for ROI; the mathematics of direct response; informal research techniques; and a few other Strategic topics you may find useful as you prepare for your next, or first, successful radio campaign. 

Boldface Titles are highly recommended.

One Minute: Radio Strategy

The Basics of Direct Response Radio

FREE: Planning for ROI.xls

Logical Analysis Leading to a Leap of Faith

Direct Response Radio Conversion

Advanced Concepts of Radio

V-Marketing

These articles explain and demonstrate various creative techniques; radio production costs; local market testing & network rollouts; and some of the conversion tactics that will help make your next campaign truly profitable.

One Minute: Radio Tactics

Real People Radio

The Radio Show - The Top 20

Complete Radio Campaigns - The Top 200

The Strategic & Tactical ideas above invariably increase Inquiry from this week's cume quota.  Sales & Profits depend on how well your telemarketers and web designers convert Inquiry to Sales.  Many of my 200+ clients have done quite well closing the deal.  You might learn something from them.  I have.

One Minute: Radio Results

Ten Case Histories

Deep Background

Dinovite

Dice.com

National Dynamics Speed Spanish

Before we do business together, you might want to know how I got here, who I've worked with, and whether or not I'm compatible with your Corporate Culture.

Who Am I?

The TV Show

The Print Show

250+ Career Brands

BurkhardWorks Clientele

What is a Copywriter?

Witdom

Penmanship ≈ Corporate Compatibility?

Confidentiality Agreement

Experiments, Politics, Total Marketing Campaigns &
Other Unusual Leaps of Faith