Writing a radio commercial part I
Remember: over-advertised-to-consumers respond to
NEW.. BETTER… DIFFERENT
Make it sound real..not like a sales pitch
60’s work FAR BETTER than 30’s
Don’t be an ‘also ran.’..Be original…take chances
Create a headline that gets attention and makes you want to hear more.
Use ‘power words’ in headline…(More on that in another post)
The opening sentence should speak directly to the listener
Tell a story
Limit the product/offer/call-to-action to one thing if possible
Is a theme necessary?
Include clear call-to-action. Give a deadline.
Be creative, but don’t let creativity obscure the message
Don’t use two-person dialogue unless you have actors…Dj’s rarely can act–It will sound hokey
Have the client record the spot if they are passionate
Give directions, contact info in a way that they can be remembered/acted upon by a person who is out jogging
Use websites, facebook, or twitter–listeners will not remember phone numbers
Anticipate all objections consumers might have
Offer a solution to a problem
Find the listeners pain
State the problem or create the opportunity; explain how to solve it or bring it about; demonstrate how your product accomplishes it.
Keep sentences short
Cut through the clutter by being memorable
A commercial should sound like a note you left for your best friend–You wouldn’t say “They had all the name brands you know and love”
Don’t be cliché! It sounds phoney…Your customers are smarter than that
Under promise–over deliver—(ok maybe that’s a bit cliché!)