Sales Training

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Let's Twist Again

You give your stories power when you tap into the familiar in the lives of your listeners. Much of our shared experience in the twenty-first century is in the form of audio.

Creating a radio commercial based on these sound experiences can establish resonance with your audience and give you some great opportunities for humor…if you deliver a twist on the familiar.

Let audience know soon that it’s a parody fairly soon into the story.

A talking toy with an attitude, a car navigation system that makes personal comments about the driver, a discount store price check that mentions lower prices at the advertiser’s store, a disclaimer that takes up the entire commercial…there are endless possibilities. OK, not endless, but quite a few.

Here are some suggested references:

Airline pilots announcements
Flight attendants’ instructions
Elevator voice prompts
Talking toys
Video games
Computer voices
Discount stores p.a. announcements: price checks, lost children, etc.
Fast Food Drive speakers
Airport announcements – bags, smoking, flights
Car navigation voice
Answering machines – preprogrammed announcements
Voice mail
On-hold announcements
Store or mall closing announcements
Instructional audio
Public transportation exit announcements
On-stage concert announcements
Hotel wake up calls
Political candidates – mobile loudspeaker announcements
Public radio sponsorships
Pre-recorded telemarketing
On-air equal time apologies
Supermarket clerks asking for a price check
School p.a. announcements: menus, daily activities
Hospital paging
Carnival barker
Ringside boxing announcer
Sports play-by-play

Each of the above is begging to be parodied, so answer the call, and do the twist.

Jeffrey Hedquist has left the building. To contact him, leave messages at the following portals: Hedquist Productions, Inc. P.O. Box 1475 Fairfield, IA 52556. Phone 641-472-6708, Fax 641-472-7400, email

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Sales Training