Industry Views

Monday Memo: Well Said!

By Holland Cooke

imMark Twain reckoned that “the difference between the almost right word and the right word is the difference between the lightning bug and the lightning.”

Examples, from dueling commercials in a hyper-competitive, hyper-growth industry:

“Draft Kings has so many ways to bet on baseball you’re going to feel like a winner all summer.”

“Every at-bat is a chance to win big on FanDuel.”



Craft copy for local retailers THAT well-written, and they will get results and you will get renewed.

Station promo copy this enabling and user-friendly will earn you tune-in and clicks: “The Berkshire Hathaway annual meeting, all day tomorrow, anywhere you are, on the platforms of CNBC.”

The American Association of Retired Persons still advocates for them, but it no longer restricts membership to seniors. Otherwise, its base would, literally, die-off (radio take note). So…

“The younger you are, the more you need AARP.”

Holland Cooke ( is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features Inflation Hacks: Save Those Benjamins;“and Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke