Use music and sound effects: Remember you’re painting a picture in the mind of your listener. Help them with sound effects of water dripping, thunder crashing, car horns tooting,and fans rooting.
Proofread your Script: Write, read, write and read again. Take out as many words as makes sense. It’s way better to have a shorter script then a fast paced overly wordy script.
Use a CTA/Call to Action: At the end of your script make sure you write out what the listener is supposed to do. Go to a website, visit a store for a sale, go to an event this weekend. Whatever you want the listener to do, make sure you tell them. It can be early on in the script as well. But do make sure you repeat it at the end.
Squeeze too many words into your script: When 40 seconds of script goes into a :30 script, the listener has no chance of doing what you want them to do. Even with tons of reach and frequency, if your ad is a sped up announcer blazing through too many words, your campaign will not work.
Use trend Phrases: If I ever hear We’re in this together ever again, OMG. This saying came out in May 202o early on during the pandemic and it’s still being used 8/17/21. You can convey this same sentiment with other words. Be creative. There are many other ways to tell the listeners; We’re in this together. Use them.
Use the same voice that’s on 70% of the other commercials on the station: You want to stand out. When one person is voicing all the commercials, they tend to sound alike. Use a different voice. Try a lesser known DJ or maybe a friend or family member. The production director and the equipment used in the studio will help them sound professional.
Make a specific offer-to get measurable results focus on one offerSource: RAB’s Guide to Writing Great Radio Copy
Today/3/8/19 I’ve heard the same commercial 5x. Yes, it has the frequency to work. Yes it’s on the correct radio station to reach the target consumer. But NO, it has so many numbers in it I couldn’t tell you what the call to action would be.
It advertises 2 different events in one commercial. It tells us the dates + the Times of the 2 events. It’s driving me crazy. Well, not really, it’s just not well written.
Sell the Sizzle or Sell the Steak: Doesn’t matter to me, just sell one of them. Not both in one :30 commercial. (You could run 2 different commercials 50% x 50% that’s a solution).
You could use “Starting at 3pm” in a commercial. But usually you don’t need the time of an event, especially not 2 dates and 2 times in one commercial. If people are interested in your event, they will check their phones for the time and/or date. End your commercial with your web, IG or Facebook address. Or even easier, for more information, check Us (insert advertisers name) out on the web, IG, twitter or FB.
Use Great intro lines, Create theater of the mind, Have an enticing offer and a Call to action. All while keeping things simple without using too many numbers + dates + times. Edit your script one more time and get better results. Have a nice Weekend.
Create your radio spot with descriptive words, music that matches the vibe, sound effects that affect the mind, & pauses. A rushed read over music is not gonna’ cut it. You want to do your best to paint a picture in your listeners mind.
Hearing a radio commercial is similar to reading a book. Each person’s imagination hears it differently. Be Impactful. Use easy to understand terms. Utilize descriptive words to create pictures in your listeners brains. Don’t ever fill space just to fill the script form.
Next time you listen to the radio, listen to the commercials. Hear, Feel and Sense the good ones. The not so good spots, you may not even hear..ever. Too many fast words over music usually doesn’t work out well. Pick out the commercials you liked and notice that they created a story in your imagination. Radio Works. Take time to make your commercial Shine.
Catch their attention in your first sentence. You don’t even have to say anything that has much to do with the rest of the commercial. You can start with a Question? Some Fun Facts, Something cute you heard at the supermarket, even a bit of Gargibly-Gook. Whatever it is, make it catch your listeners attention. One of my favorite spots I wrote 15 years ago still stands out today. It started with Plastic or Paper? That ever so hard to decide question at the cash register. (Many) Almost all can relate. And I bet it caught their attention. You could even use it in 2018. In Hawaii they charge 15cents per bag no matter what your answer is, so maybe in 2018 it’s Do you want a bag with your 18 pieces of hard to carry items? One time, they didn’t ask me and I didn’t ask them for a bag. I walked out with 9 very awkward items to carry to my car, then up to my condo. Was pretty whack!
Whatever your first sentence is, take time and make it a VERY good first sentence.
Same goes for the end of your commercial. Give it some action. For More information go to Advertising in Hawaii Dot Com. To Get your Fifteen Dollar Discount coupon, find us on Google. Make it something the consumer can and wants to do. Make sure it’s something worthwhile and easy to do.
The beginning and the end of your commercial is the most important portion of your whole script. Make it Sizzle. Catch their attention at the beginning, get them to do something at the End. Start Swell and End Well.
Quick easy tip for today. If you are a store or restaurant and your hours are 9a-10p on Weekdays and 8a-11p on Saturday and Sunday. You don’t need to mention this in your :30 radio commercial. It just clutters it up. Less is always more. Flow is key. With a strong start and end to your radio commercial.
The super easy way to have people find out what your hours are is to end your spot with: For More information go to _____dot Com, that’s _____dot Com. Or use Find Us on Google. That also works well.
And I’m sure we don’t need to say it but we do, because I still hear spots on the radio with WWW… Please don’t use WWW… There is absolutely no need for WWW…
For more tips or help with your radio commercial, call me anytime at (808) 275-1106