How To Write Better Radio Ads

November 19th, 2014

7 Techniques Shared From Industry Trade Show

The old adage of “it’s not what you say but how you say it” rings so especially true when it comes to radio commercials.

Do a commercial right and radio advertising delivers a strong return on investment.

Do a commercial wrong and a business has wasted money – even if the commercial is played to the right target audience at the right time.

Earlier this year at the NAB Show, one of the most well received sessions shared these techniques to writing better radio copy.

Fotolia_66977233_Subscription_Monthly_M#7 – Distinction

Apply it to the offer, the product or service’s benefit, the overall creative approach, and every element of the campaign.

#6 – Emotion

Use it to hook the listener. If you trigger emotion with consumers, they’ll find a way to rationalize an emotional decision.

#5 – Simplicity

Incorporate too many ideas and the listener misses what’s important. Keep it simple. Ask yourself what is the most important thing for the target to remember and do? Focus on that, and repeat it versus inserting additional ideas.

#4 – Articulation

Write like you speak. Eliminate fluff words like: “very”, “little”, “rather”, etc. Use short sentences. Make it easy to listen to.

#3 – Sound

Sound is as powerful as words. Whether a ringing door bell, a child’s giggle, a clap of thunder, or a music jingle – sound is stimulating. Sound makes an ad distinctive (see point #7) and sound triggers emotion (see point #6).

#2 – Creative Approach

Many different styles can work. Vignette, dialog, story, testimonial, man-on-the-street or straight announcers. Deciding factor should be which will resonate with your target audience.

#1 – An Offer

Tell the listeners how it will make their life better, easier, happier…and make it compelling.

An advertiser’s ROI is directly related to the quality of the creative message in a commercial. Be sure and take the time to get the message right. If you need help, Emmis Creative Services is a free service to qualified advertisers.

Remember, it’s not what you say but how you say it.

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