Commercial Copy for Careworn Consumers
By Holland Cooke
Constulant
Why I love going on sales calls with station reps: Meeting retailers, who have SUCH a feel for their customers’ (our listeners’) mindset. Following-up last week’s column exploring the societal angst we are living through, this week’s will recommend technique for scripting in what psychologists call the Age of Outrage Fatigue.
Emotional bandwidth is down. Skepticism is up. And the old tricks – hyperbole, urgency, shouty headlines – are backfiring. People aren’t just tuning-out content they disagree with; they’re tuning-out tone. They crave calm. Clarity. Credibility.
To cut-through:
— Clear beats clever. Instead of “Don’t sweat it – we’ve got your ducts in a row!” Try “Get your AC fixed today, and sleep comfortably tonight.”
— Ditch the drama. Instead of: “Drowning in debt?” Try: “Make a fresh start.”
— Frame your offer as an upgrade, not a fix for failure. Instead of: “Will you EVER be able to retire?” Try: “Plan your next chapter, on your terms.”
— Empathize, don’t exaggerate. People trust what feels human. Empty hype gets filtered out fast. “There’s never been a better time to buy a car!” goes in-one-ear-and-out-the-other.
— Earn attention quickly. The first sentence matters more than ever. Make it a question that includes “you” and/or “your” which describes the consumer situation that your advertiser can cure. “Is your money doing what you want it to?”
— Use specifics, not superlatives. “Best ever!” means nothing. Numbers and proof points build confidence.
— If you’re scripting with AI, rewrite to weed-out clichés. Restaurant spots that tout “a relaxing atmosphere” are verbal Styrofoam.
— Respect their time. Use short sentences. Bullet points. Clear next steps. Happy outcomes.
Today’s most effective copywriting calms the reader. It offers clarity in a crowded, chaotic world.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke
best known for hosting the afternoon drive show on WLW from 1981 through his retirement in 2007. He created numerous voice characters on his program, the most famous of which was Earl Pitts Uhmerikun – which took the form of a nationally syndicated commentary during his time at WLW. He also worked at stations including, WMPS, Memphis; WNOE, New Orleans; WAKY and WHAS in Louisville; and CKLW, Windsor/Detroit during his career. 
Imagine an AI trained on millions of books – and a federal judge saying that’s fair use. That’s exactly what happened this summer in Bartz v. Anthropic, a case now shaping how creators, publishers, and tech giants fight over the limits of copyright.
role is vital to bringing our brand to life through on-air, digital, and community engagement initiatives. The ideal candidate will thrive in a fast-paced environment, enjoy working with people, and bring creative energy to our promotions and marketing efforts. 
election. About returning, Spadea says, “I’m excited to be returning to the airwaves with ‘New Jersey 101.5’ and the largest audience in the state. I’m looking forward to continuing our mission of fighting for common-sense solutions to save New Jersey. Our show has always been about the listeners, and I’m ready to keep amplifying the voices of small business owners, parents, teachers, first responders, nurses, and everyone else committed to digging in and staying in New Jersey. Stay tuned – there’s more to come!” Townsquare Media regional VP Brian Lang says, “Bill’s audience and the team at ‘New Jersey 101.5’ are looking forward to his return. There’s no doubt he’ll have great stories to share. I also want to thank Eric Scott and the entire morning show team for doing an outstanding job while Bill was away.”
“Longtimers” and notes that 77% of “First-Years” are consuming podcasts while actually watching the video compared to 69% of “Longtimers” doing the same. Edison says that most new consumers and established podcast fans are actively watching while listening to video podcasts but that video is even more important for engaging with new audiences. While “Longtimers” currently have an affinity for audio only podcasts, that may change over time. Edison concludes that although podcasting is an audio-first platform, “many creators and marketers are likely missing an audience acquisition and engagement opportunity by not considering how to fit video content and video platforms into their strategic planning.”
hosted the weekend edition of “All Things Considered” since May of 2023. He says, “I’m really excited and honored to step into this role. I’m mindful of just how important All Things Considered’s legacy is for listeners, and I also know just how much I’ve loved working with the show’s team these past two years on weekends. I can’t wait to bring listeners the news five days a week now. And at this moment where we are all focusing on strengthening the entire public media network and working together more closely than ever before, I’m proud that I started out as an ‘All Things Considered’ host at a NPR Member station, and now will be doing that job nationally.”
pm ET. The Saturday program is called “College Football Tailgate” hosted by Wilson and Zaslow and airs at 10:00 am ET. ESPN VP of digital & audio production Justin Craig says, “College football is all about passion, tradition, and community. We’re thrilled to bring that energy directly to fans every weekend with ESPN Radio’s College Football Tailgate. Amber and Jonathan are the perfect voices to capture the excitement on campus, and this tour allows us to not only showcase the games, but also connect with the next generation of fans and broadcasters in a truly meaningful way.”
breathe, peel back layers, and allow a person to reveal their truth. I’m also an obsessive – and my wife would say, annoying – sports fan who will joyously listen to hours of loud Pittsburgh sports talk radio. What’s missing in my life? A show that honors the best of what we do in public media and also brings the spark and energy sports fans relish. We’ve nailed it with ‘Sports in America.’ And what better time than now, as sports are one rare thing we all still show up for together.” Greene hosted NPR’s “Morning Edition” for more than a decade and hosted NPR’s morning news podcast, “Up First.” He also serves as the host of public radio’s politics program “Left, Right & Center” from KCRW and PRX.
host city for FIFA World Cup 2026. “Ready, Set, Grow” happens on September 5 at the Barnes Foundation. Through the end of 2025 and into 2026, WURD will feature on-air programming, live panel discussions, and multimedia storytelling to provide entrepreneurs and neighborhood business corridors with the tools they need to thrive. WURD president and CEO Sara M. Lomax says, “Ready, Set, Grow is crafted specifically for small business owners and entrepreneurs from across the region who are seeking strategies to leverage the historic momentum of America’s 250th anniversary. We are convening a panel of the experts and decision-makers who are best positioned to share how the small business community can make the most of this moment.” Ready, Set Grow’s panel discussion will feature executives from business and tourism organizations.
event will benefit The WABC Radio Foundation, The Tunnel To Towers Foundation, The Police Athletic League (PAL), and Shriners Children’s. The evening will feature performances of patriotic songs including WABC Saturday evening personality and singer Tony Orlando performing “Tie A Yellow Ribbon Round the Ole Oak Tree”; Lee Greenwood performing “God Bless the USA” and America’s tenor Christopher Maccio will sing the National Anthem. Additionally, WABC personality Joe Piscopo will perform Frank Sinatra classics and station host Vinnie Medugno will sing oldies. The gala event will be hosted by 77WABC legendary air personality Bruce “Cousin Brucie” Morrow. Distinguished guests will include United States and New York area politicians, business leaders, and community heroes. 
Score” in March as the result of a social media rant against a critic was his fault. He says, “I own my mistakes. This was the culmination of a slow, rolling mental health crisis.” Bernstein recently began working with Hubbard’s 312 Sports platform on the daily podcast “Dan Bernstein: Unfiltered” with co-host Matt Abbatacola. He says, “I learned a lot in therapy, and I’m continuing to learn a lot about the dopamine outrage cycle and how real that is and how my brain chemistry works.” He adds, “I think I’ll be better served by the pace and tone of podcasting.” 
“Around The NFL” podcast. As “Heed the Call NFL Podcast” moves to Audacy on September 1, four new episodes will continue to be released weekly during the NFL season on YouTube and everywhere podcasts are available. Audacy head of podcasts Leah Reis-Dennis says, “Dan and Marc are pioneers in sports podcasting and two of the most respected voices in the NFL media landscape. Their compelling mix of expertise, authenticity, and humor has built a passionate following and we’re proud to bring ‘Heed the Call NFL Podcast’ into the Audacy family as we continue to expand our industry-leading sports audio lineup.”
The risk is real. Suggesting that a technique used with great success in the recent past might be beneficial to the present is a perilous course. Is the idea out of touch with today’s reality? Is the author ignoring current trends?
Ninety seconds. That’s all it took. One of the interviews on the TALKERS Media Channel – shot, edited, and published by us – appeared elsewhere online, chopped into jumpy cuts, overlaid with AI-generated video game clips, and slapped with a clickbait title. The credit? A link. The essence of the interview? Repurposed for someone else’s traffic.
WURD, in partnership with Renee Chenault Fattah and Love Now Media, will spotlight 250 iconic Philadelphians in the 250 days leading up to July 4, 2026. The series begins at Founder’s Day with a tribute to Walter P. Lomax Jr., M.D., WURD president and CEO Sara M. Lomax says, “Freedom Journeys is a celebration of the people who have shaped Philadelphia’s culture, history, and future. This storytelling project ensures that significant Philadelphia figures are not overlooked as we mark the semi quincentennial of this nation’s founding. We’re thrilled to launch Freedom Journeys at Founder’s Day and to honor my father’s extraordinary legacy with a night of joy, music, and community.”
“justice for the injured… Bradshaw & Bryant.” Key takeaways from the blog include: 1) Through its longterm use of AM/FM radio advertising, Bradshaw & Bryant dominates unaided brand awareness; Across all stages of the consumer journey, Bradshaw & Bryant leads the market; 2) Bradshaw & Bryant offers Madison Avenue a master class on creating future demand and how building a brand is the main driver of longterm growth and profit; 3) Every advertiser has two jobs: Creating future demand and converting existing demand; Bradshaw & Bryant excels at creating future demand; and 4) AM/FM radio advertising works: Among AM/FM radio listeners, Bradshaw & Bryant’s awareness is +19% greater than in the overall market. 
their careers who have demonstrated exceptional promise, drive, and passion for broadcasting. Honorees are selected based on their strong work ethic, eagerness to learn, and willingness to go above and beyond their daily responsibilities to create outstanding content that informs, entertains, and inspires their audiences. GAB President Randy Gravley states, “By recognizing these incredible young professionals, we’re not just celebrating their accomplishments today, we’re investing in the future of broadcasting. The Rising Stars program highlights the innovation, creativity, and passion that will drive our industry forward.”