Throughout the 40 years I've produced radio advertising, one question has come up more than all others: Should we put our phone number in the commercial?

Anyone with a reasonable amount of marketing experience knows the answer to that question. It's an unequivocal NO.

But why? Are there exceptions? And, most important, what are the alternatives?

For the answers to those burning questions, watch the video:

Videos in this series:

  1. The Five Rules of Great Radio: Rule 1

  2. The Five Rules of Great Radio: Rule 2

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ABOUT THE AUTHOR
Brent Walker is owner of Soundscapes, creative audio for broadcast and emerging media. Contact him by phone at 501-661-1765 or via the Soundscapes website