| Radio
Stations: For rates on monthly
copywriting services, click here. 1.
IDENTIFY YOUR CORE MESSAGE
The
more sales messages you have, the less effective
your commercial is. Narrow down your sales
message to a very basic thought. Better
yet, put it in one sentence, then spend the
remaining time in your commercial incorporating
the following elements. Make sure your core
message isn't without substance. ie:
The best prices, better quality, better
service. Why are you better? Then
prove it with a tangible statement!
2. TOUCH
EMOTIONS
Win
the heart, and the mind will follow. Find out
what the emotional state of your target audience
is, and tap into it. No one will remember your
sales message six months from now, which is when
they may be ready to buy your product, unless it
is embedded in their emotional memory.
3.
PAINT A PICTURE - TELL A STORY
Radio
is a visual medium. Do more than draw
people into your commercial...- put them in it!
Can they relate? Can they imagine themselves
doing what you want them to do? On the negative
side, is there a situation your product or
service can help them avoid?
4.
SELL THE RESULTS OF THE PRODUCT
This
is as old as advertising itself. The
listener has a problem. You have a
solution. Demonstrate the product.
What are the results of them paying you money?
Michelin doesn't sell tires - it sells safety for
your baby. Crest doesn't sell toothpaste -
it sells cavity free kids. Gatorade doesn't
sell colored liquid in a bottle, it sells thirst
quenching energy!
5.
A CALL FOR ACTION
What
is it you want the listener to do? Since we've
discussed making your commercial about "one
main core message". There will also be one
thing you want them to do? Why not tell them to
do it. It's the "nail" of the
commercial... driving home the message. A call
for action generates the need to respond.
Contact
us today with your project specifications. Email or call
780-417-6898.
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