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.
Radio is Theater in the Mind
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.
Stand out with Sound! Writing for Radio Tip #204
Start Swell End Well
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.
Stand out with Sound! Writing for Radio Tip #388