November 7,by Tom Chandler 18 comments Writing billboards is tough. Still, billboards require a bit more. At freeway speeds, no one has time to puzzle out your clever little pun. Or unravel layers of meaning.
Back in when I wrote this article, generating phone calls was the primary call to action for direct response radio ads.
However, today sending people to a Web site is common. In fact, radio is a great way to generate Web traffic.
Radio advertising offers direct marketers a unique blend of benefits. You can sell to targeted, highly segmented audiences. Ads are cheap and simple to produce. And you can get on the air fast.
However, while direct response radio works, its power is usually blunted or destroyed by bad writing. No other medium not even direct mail relies more heavily on the quality of copy than does radio. Here, then, are 15 tips for writing a direct response radio spot that generates leads and makes sales.
Make sure you have the 3 elements of success.
First, you need a writer who understands radio. More than any other medium, radio relies on the talent, skill, and salesmanship of a writer.
The best writers are those who have both hands-on broadcast experience and a firm understanding of direct response. Second, you must have or be a client who lets the writer write. If you do hire a writer, make sure you have one good enough to take the ball and run with it. The best writers will listen to your suggestions, but will do whatever they believe is necessary to sell your product or service.
Third, you must have a production company who can "hear" the script by just reading it and bring it to life with the right voices, music, and sound effects.
Listen to their demo real to gauge their talents, but once you hire them, stand back. The only input you should have it making sure the final product "sells.
Give yourself enough time to sell. Most radio spots are either 30 or 60 seconds. But a 60 gives you twice as much time to make your sales pitch.
A 30 will work with simple inquiry offers or for well-known products. When in doubt, test both. If you only test one, go with a Focus on generating phone calls.
Absolutely everything in the spot should support and suggest the listener picking up a phone and calling. A radio spot goes by pretty fast.
So radio is no place for laundry lists of features or corporate drivel. Focus on one idea and drive it home. Tailor your message to your audience.A fun and authoritative guide to writing masterful copy. Great copy is the heart and soul of the advertising business,whether it's for print, television, radio, or any other medium.
Search the world's information, including webpages, images, videos and more. Google has many special features to help you find exactly what you're looking for. While there are hundreds of books on writing film screenplays and stage plays, radio scripting isn't a widely known form.
However, because radio is produced with the script in hand, it is important that the various cues for dialogue, music, and sound effects be able to quickly and clearly communicate the writer's intentions to the cast and crew for rehearsals and performance.
Tailor your radio copy to the station format As both the RAB report and common sense confirm, radio is very personal. Radio formats are tailored to individual preferences in music, leisure time activities, life stage, etcetera, . BibMe Free Bibliography & Citation Maker - MLA, APA, Chicago, Harvard.
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