People have said, “Hey, you’re not that short and you’re not that fat.”

True.

But a good radio ad is short & fat.

Short, at no more than 60 seconds. (In these days of Less Is More, they’re often as short as 10, 5, or even 2 seconds. Sometimes, we buck the trend by doing 2-minute spots.)

And fat with juice—the juice it takes to grab the listeners’ attention, engage them, and get them to respond.

If it’s short and it’s fat, it’s ready for air.