For more than 30 years, Geoff Bickerton has been helping businesses create radio advertising that actually works. But after thousands of commercials, his philosophy has become remarkably simple:
Stop writing for the client and start writing for the customer.
In this episode of Audio Academy, Geoff shares why so many ads miss the mark - not because they're badly written, but because they're focused on the wrong audience. Rather than filling 30 seconds with everything a business wants to say, Geoff believes the best advertising starts by asking one question: What does the customer actually want to hear?
Throughout the conversation, Geoff explains why advertisers often talk about the wrong things, how to avoid turning commercials into shopping lists, and why the most effective campaigns focus on one person, one message and one clear outcome. He also shares practical advice on handling difficult briefs, working directly with clients, using humour effectively, and the simple writing principles that have guided his career.
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