The Creating Powerful Radio principles apply to commercials: Does this product or service affect “health, heart, or saving money”? How does it benefi t the listener? Remember to paint word pictures. Think and speak visually. Personalize, be a powerful storyteller. Keep the message on point. Be creative. You’ll always win over your listener if you make him laugh. Make it matter, be truthful, make sure to always emphasize what is “in it” for the listener. The Radio Advertising Bureau suggests these guidelines: (1). The most important rule in radio advertising: Mention the client often. Make sure the listeners know where to fi nd the client. (2). Play up the advantage to the listener. What’s the unique selling proposition of the product or service? What does it offer that is not available elsewhere? (3). Grab attention. Use noise, music, unusual voices, whatever is appropriate.(4). Zero in. Pitch directly to your target listener. “If you own an aging, overweight cat, listen to this!” (5). Be easily understood. Copy writers who use big words gratuitously (there’s one now!) often lose theaudience. (6). Get to the point! Don’t delay the unique selling proposition.(7). Use action words—“Now” and “Today” when you’re announcing a sale. Radio’s greatest strength is its immediacy . . . use it! (8). Make the listener part of a word picture. Don’t just talk about that new car. Using sound effects and music creates a mood and puts your listener behind the wheel. (9). Avoid clichés such as: “We’re known for our excellent quality and great customer service.” Try, “Our quality sucks and we’ll ignore you from the moment you come in until you leave in a huff.” Taudience will pay attention. (10). Be accurate. Make sure the spot is checked by the client or other responsible party before it hits the air. Nothing says “We’re sloppy and don’t deserve your money” more than a spot with factual errors that’s rushed onto the air.
Creating Powerful Radio
Getting, Keeping & Growing Audiences
News, Talk, Information & Personality
Broadcast, HD, Satellite & Internet
by VALERIE GELLER
(2007, page 280-281)
