Anyway, in '75 I started in radio as an on-air personality in my home state of Rhode Island; I was a teenager and having a blast on the radio! At that time I developed an interest and talent in commercial production and copywriting. The function of stringing words together in an effort to sell merchandise and services fascinated me, hence, my entrée into marketing. And yes, the caricature drawing of me (to the left) is from the dawn of my radio days. Look at that head of hair!
Back to marketing: I began to study the work of legendary advertising men and copywriters like John Caples, Max Sackheim, Claude Hopkins, David Ogilvy and other masters of the trade; I learned that effective advertising has systems and guidelines. It's not enough to advertise price and item (especially in this era) and expect a parade of consumers to rush to your door like ants to a picnic table.
I later began to study modern masters like Halbert, Kennedy, Bly and others. I got my hands on classic mail order ads, studied them, hand copied them over and over until I could see the copy in my sleep!
By the 80s, I decided to segue into the ad agency biz as an owner. It was a kick, but I also realized I had more to offer in radio. In 1984, I re-entered radio and worked in Boston, Providence, Sacramento and Atlanta in on-air, marketing and management positions for companies such as CBS Radio, Westwood One, Entravision, Clear Channel, Jones Radio Network and others. I've also developed and marketed daily and weekend syndicated radio programming under my own company banner. In 1999, Raposa Media was launched, offering copywriting, strategic marketing and commercial production services to clients in the retail, automotive, info-marketing and entertainment industries.