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How To Create A Great
Radio Ad That Could Pull Thousands Of Dollars!
The rules of a good radio commercial are like rules that apply to writing print advertising. The basic rules that apply to all advertising are:
1.You must get the prospect’s attention with a unique selling proposition.
2.You must create a desire to obtain your product.
3.You must get the prospect to act - to order - to send a check.
Because radio is a relatively low impact medium, you must make an impression to influence a listener to make a decision. This may mean making multiple commercials every day, four or five days a week, each week.
You should think of radio as two basic categories: foreground stations, such as talk shows, sports shows, news shows, religious shows; and background stations that play music.
Listeners actively listen to foreground stations due to their personal interest, while the opposite is true of background stations, which they are passively listening. The results are that your commercial has a smaller chance of
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