Writing for Radio Tip #208

Make a specific offer-to get measurable results focus on one offer Source:  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.