Writing radio commercials that attract potential customers can be accomplished by following some simple guidelines.
1. Determine what you would like to promote. You only have thirty/sixty seconds to explain the product to the consumer and you must be clear on your goal.
2. Develop a list of the benefits/reasons of acquiring the product. Determine which benefits will be most appealing to your audience.
3. Transfer the major benefits into the audible elements that will make the benefits most memorable. Using verbs allows you to create pictures in the mind of the listeners.
4. Build a scene in your mind and then tell the story to the consumer.
5. Read the script aloud and check for the flow of the words. Check for timing and clarity when taping your commercial and listening back to yourself.
6. Avoid the cliché of asking the listener a question. Most commercials never ask “Are you tired… ?” or “Do you ever… ?” Focus on telling the user why the product is important.
Essentials of a Good Commercial
1. Attention-getting and relevant opening -- The opening few seconds of a commercial either turn listeners off or invite them to listen to the rest of the commercial. Work hard to create an opening that will capture attention and show relevance to the listener.
2. Single-mindedness -- Choose a major theme or benefit and stick with it. The listener cannot absorb more than one major idea in 60 seconds.
3. Clarity -- You should be certain to mention the product name as often as possible. Close with a slogan that features the product.
4. Continuity -- Be sure that the commercial spot flows logically from open to close.