PREDICTING A RADIO COMMERCIAL’S SUCCESS

As a radio advertising expert, I teach radio advertising professionals how to write radio commercials that product profitable results for clients.

While you cannot absolutely guarantee that any given radio commercial will be a s uccess, there are certain elements that will maximize the likelihood of the message delivering the desired results. Those elements include:

* A single, clear, concise core message (vs. a “shotgun” approach that delivers a multitude of messages in the hopes that ONE of them happens to appeal to the targeted consumer)

* Attracts the attention of the target audience from the very beginning of the spot

* Talks TO the targeted listener ABOUT something of interest to that listener (vs. the more common commercials that talk about the advertisers).

* Solves a consumer problem

* Utilizes the natural language of the targeted consumer (not advertiser-speak)

* Involves the listener in the sales message

* Allows the listener to see himself enjoying the benefits of the product or service being advertised

* Utilizes “characters” with whom the target audience can identify. (Note: Every voice in the commercial is a character.)

* Delivers a compelling Unique Selling Proposition. The “U.S.P.” is nothing more than the answer to, “Why should I spend my hard-earned money with you instead of with one of your competitors?”

* Paints pictures that deliver the sales message

* Tells an instantly attention-focusing story that is intertwined with the sales message

* Tells the listener exactly how to act on the sales message

* Motivates the listener to act by including a genuine deadline beyond which this irresistible offer no longer will be available

* Uses few enough words to allow the voice talent to deliver the sales message effectively, without rushing

* Uses music and sound effects ONLY if they enhance the effectiveness of the sales message. (This rarely is accomplished by slapping a canned music bed under some announcer’s voice.)

* Airs with enough repetition to enter the consciousness of the targeted listener

Will any or all of the above GUARANTEE the effectiveness of any particular commercial? No.

But they’ll darn sure increase the odds….