"The difference between the almost right word and the right word is really a large matter - 'tis the difference between the lightning-bug and the lightning," advises Mr. Twain.
In other words, fill your commercials with lightning, not bugs!
Currently, according to the Oxford English Dictionary, there are 171,476 words in the English language. A handful of these words, Tampa Bay small business owners can't use in their radio commercials. The Supreme Court of the United States says so.
Of all the words that can be used in broadcast advertising, however, there is one word that should be shunned: 'get' and all of its nasty derivative forms including 'got' and 'gotten'. Here's why.
The typical 60-second commercial on Tampa radio consists of 160 words. Depending on the station, each word in that ad could cost around $3.00. It is important, then, that each word is carefully selected to engage listeners and then compel them to action. This is especially crucial when using verbs.
"One of the best ways of grabbing and keeping an audience is to use strong, descriptive verbs," says the Writing Center at the University of Houston. 'Get' is not that kind of verb.