The intersection of art and science is where legends are born. Luminaries as diverse as Beethoven, Rembrandt and Frank Lloyd Wright knew that a thorough understanding of the fundamentals allowed for a seamless handoff to seemingly unbridled creativity. Now, no book can teach you to be talented. However, this one aims to find the sweet spot between the time-honored foundational principles of marketing, and the stories behind iconic works to serve as inspiration and unleash talent. And while the primary focus is on the copywriting that leads to great radio commercials, there are plenty of takeaways for anyone creating any kind of advertising. Even your next Craigslist add will benefit from the information contained here.
Need a different metaphor? It’s cool to be able to throw a baseball at 102mph. Except that tons of people can throw a ball 102mph. If you’re lucky enough to get the guidance to show you where the strike zone is, the wisdom to know when to throw the fastball versus your other pitches, and the inspiration to pursue mastery, you might just wind up in the Hall of Fame.
More than four decades ago, someone saw raw talent in Neil Hedley. They gave him exactly the same information you’ll find in the pages of this book. Six months later, Neil won the first of a laundry list of national and international awards for commercials he’s written.
Your mileage, as they say, may vary. But you’ll have access to the same foundation that led to an entire career.
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He maintains that those achievements are less a function of his own abilities, and more a testament to the people who provided him with the inspiration to seize on the limitless power of the written word, buttressed by time-honored principles established by the legends of the advertising industry. That brings us to the 10th Anniversary 2nd Edition of What Was That Number Again.
Neil was fortunate to learn the ropes in the advertising industry from great men and women who understood exactly why successful advertisers do the things they do and, just as importantly, why they avoid the things they don’t do. Best of all, the giants who provided shoulders for Neil to stand on were happy to pass on those lessons. This book is Neil’s attempt to pay it forward.
Oh, and the photo? It’s three years old. It’s the nicest photo of him we could find. He has a great face for radio.
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