The best local TV promo copywriters deliver a powerful emotional punch with just a few words of well-crafted copy. Above, we present a clip from Graeme Newell, president of 602 Communications, in which he explains how to beat the bad habit of overwriting.

Attend Newell’s Station Summit session, “Breakout News Brands: The Secrets of Hyper-Local Promotion,” tomorrow, Thursday, at 3:30 p.m., to hear more about this and other dos and don’ts for building a local news brand viewers feel passionate about.

“Most customers delude themselves into thinking they are immune to the effects of marketing,” Newell says. They convince themselves their purchase decisions are solely based on a rational evaluation of product features. The exact opposite is true. Heart trumps head every time.”

Graeme Newell is a customer loyalty researcher who shows media companies how to get viewers watching longer, and more often. Graeme Newell’s company, 602 Communications, has consulted all the major broadcast groups, and global media companies such CNN, Sony, Time-Warner, News Corp, and Disney.

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