By Holland Cooke
Consultant
Delete this phrase from commercial copy you craft for local advertisers: “In these uncertain times…”
For two reasons. First, many people are optimistic now. Second, those who are suffering get it. Rubbing their nose in it just piles-on; and clichés risk blending-into the blah-blah-blah.
Instead, simply delete the sentence. Give copy room to breathe, to avoid radio’s commercial motormouth caricature.
That next sentence probably includes The Magic Words: “YOU” and/or “YOUR.” If it doesn’t, change that too.
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Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
