Essentials
of Effective Radio Commercials
Radio
Stations: For rates on monthly
copywriting services, click here.
The guidelines below work
best for retail businesses, as well as
general services being offered. If you're
looking for direct response advertising
script ideas, learn more about writing
an effective direct response radio
commercial.
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
780-974-3980.
 Automotive Radio
Creative & Production
Diamonds and
Jewelry Radio Commercials
Direct Response
Radio Commercials
Streaming Audio for
Radio Stations
For quick response
please call or email us.
|
