The Copywriting Dilemma
Clients want an excellent return on their advertising investment, but listeners say they don’t want to hear commercials. So, it’s Fran’s job to create spots that sound so natural, the listener doesn’t even realize it’s a spot. Sometimes, listeners do know they’re hearing a spot and love them so much, they can’t wait for the next one. That’s what one KIIS-FM listener told Fran about the Ford spots she writes for Ryan Seacrest and Tanya Rad.
Fran asks questions first, listens, then writes. She uses those precious 60 or 30 seconds to plant an idea in a listener’s head and more importantly, in his/her heart. And Fran takes the time to educate her clients on how to get their message across effectively. Her clients repeatedly hear: It’s not about you, your company, product, or sale, it’s about how your company or product will change someone’s life for the better. That’s advertising distilled down to it’s very core.
When a commercial is good, people listen, even when they didn’t think they wanted to because they’re entertained, enlightened, or touched. Fran often use true stories from the lives of the talent she writes for, or her own life — like the spot for Statler’s Best, where she sang into an ice cream scoop then watched her kids follow suit.
Fran loves writing, has had fun writing thousands of radio commercials, and plans to have fun writing thousands more. Some of her favorites are listed here, along with the testimonials of some very grateful sales reps, clients and producers.
What Clients and Account Executives Say About Fran:
“Having worked with Fran Tunno, for two years, I want to share how creative, passionate and strategically smart she is as a writer and marketer. She created dozens and dozens of radio commercials for our Liftique Medical Practice. She would mold any given raw concept into an effective piece of copy swiftly. And the copy was easy to understand and smart. She also served as our producer in the studio to help make our commercials have the right tone, pace and timing. She is one of the most positive creative talents I’ve worked with over my 40 years. She will take on any challenge with a smile and then actually make it happen. She knows what works and what doesn’t. She will speak her mind and you will be glad to listen to her guidance as well as her smart, fresh copywriting.”
Russell Kern – President – The Kern Agency
“I have been working with Fran for two years now. The very first commercial she wrote for my client got so much attention their competitor called to ask who they were working with (true story!). That client has continued to work with us each year because they’re thrilled with how well the commercials have done. Her writing has even led to referral business! Fran is very easy to work with, very creative, and is great with clients. I bring her on calls and my clients love her! She’s wonderful to collaborate with. Thank you Fran!”
Lindsay Hatcher – Account Executive – iHeartMedia
“I have had the pleasure of working with Fran Tunno for over three years at iHeartMedia. Fran has a gift for creating and presenting outstanding copy for every client. We had clients in many different industries, including home improvement, healthcare (beauty) and finance, to name a few.
Fran is, without a doubt, a leader amongst her peers, and she is a rare combination of intelligence, insightfulness, efficiency and charm. Her people skills are as sharp as her analytical skills. Fran is in touch with the ever-changing needs of her clients – internally and externally. She is able to produce spot-on results, which have proven to increase revenue and market share for every client we’ve partnered with. I would be happy to work alongside Fran in this industry or any other. She is that great!”
Brian Barry – Account Executive – iHeartMedia
I wanted to pass this note along to show you what a great asset Fran is, to both myself, the Salem Team, and my clients! She has really helped me this past year — from all the great spots she’s written for my clients — to always getting them to me in a very timely manner. With that said, she always does it with a smile on her face and says to me, “That’s my job!” Thanks Fran for all your help!!
Diona Fonte – Account Executive – KFSH
“I just wanted to personally let you know how impressed I am with the copy that your team developed for our Sweet Life Workshop. When it comes to copy, I know I am tough to impress, yet this blew me away. Your writer really understood the value proposition and delivered what I believe is a great commercial. Please pass along my appreciation and high regard to your team.
Kimberly Gerber – Iexcelerate.com
“Select Mortgage has been running only for two weeks. Because we were sold out for mortgage companies during the day, Select was forced to run exclusively at night 8 p.m. to 12 p.m. But after only two weeks, they have received over 20 inquiries and have five or six loans in process. That’s amazing. That would be a great number if they were running during prime day parts, let alone running in the late night. Please thank Fran for a great spot and turning it around so quickly. The client has called me at least five times in the past week to thank me for the great results from the spot.
Dave Lowman -Account Executive – KFSH
I feel compelled to convey a brief story. The potential client’s name was, Whynotidaho.com. Basically it’s a website dedicated to attracting folks to Idaho. The client had expressed sincere interest in running a schedule on our station, but no matter how many different schedules I prepared none got them excited enough to commit.
I was talking to Fran Tunno and decided to pick her brain a bit about putting together a spec spot — something that might get them to commit. Fran tells me, “I have a friend who moved to Idaho from L.A. and is in love with her new life there. Maybe we could do a testimonial.” The rest is history.
Her WhyNotIdaho spot is the reason we have this client. I think this is about as good as it can get for this type of client. This was great work! Teamwork exemplified!
Larry Burg – Account Executive – KTIE
“Just want to let you know that Fran Tunno wrote a great spot for one of my clients, Northpark Homes. In the last two weeks that they have been running, their phones have been ringing off the hook. Before they were getting walk-ins from local areas, now they’re getting calls and walk-ins from all over. They are extremely happy. Great thanks to Fran and her ability to write.”
Jimmy Benitez – Account Executive – KTIE
“I produced radio commercials for Fran Tunno for three years. Our collaborations simply rocked. The scenarios in her imagination were so much fun to bring to life. I am very proud to be her friend and colleague.”
Shelly Somerset – Producer – Somerset Productions