radio-hed-logo1By Jeffrey Hedquist

Feelings, nothing more than feelings….

How will the audience feel when they use your product or service? If you can transmit that emotional response in the commercial, you’ll get listeners to start using it in their minds. Their imaginations will provide the most powerful “test drive” on the planet. Put the listener in the situation where they’ll experience those feelings.

Another approach: have the audience feel what life would be like without the product or service in their lives, and then how much better they’ll feel with it. It takes the problem/solution scenario and turbo charges it with emotion. Make the feeling come alive with sight, sound, touch, taste and smell. Make them want it. Then show them how easy it is to get that feeling ­ go to the store, call the number, log onto the web site.

Listen to Everybody’s Whole Foods “Peanut Butter & Jelly.” It’s on this month’s RAP Cassette.

We all want to be happy. Write your commercial to show us HOW we can be happy. Help us picture in our minds being happy using your client’s product or service. It’s the ultimate benefit sell.

© 2000 Hedquist Productions, Inc.


  • The R.A.P. Cassette - February 1997

    Production demo from interview subject, Pete Jensen @ KZZU, Spokane; plus commercials, promos and imaging from John Bowen @ KDFX Dallas, Pat Garrett @ Pat...