When I teach people how to write radio commercials, as a radio advertising expert here is what I tell them about radio commercial writing.

 

SELL THE PROMISE, NOT THE PRODUCT.

 

I don't care if Ed's Toothpaste has been judged the World's Greatest Toothpaste. I want to know if they can keep my teeth healthy, my smile bright, and my breath fresh. I don't care how long Ed's Photo Shop has been in business. I do care about their printing my photos quickly and well.

 

Identify a need that will be filled or a problem that will be solved…make the listener aware of that need or problem…and then show the listener how your product or service will fill the need or solve the problem.

 

FOCUS ON THE LISTENER.

 

Another vital, usually overlooked rule: "Present the information from the listener's point of view, not the advertiser's." The listener couldn't care less about the advertiser. The listener cares only about the listener.

 

Most radio commercials, however, simply brag about the advertiser: "Ed's Bank has served the Midvale area for 57 years. Ed's Bank is proud of its reputation in the community. Ed's Bank is the biggest bank in the area."

 

That kind of "Look How Great We Are" radio advertisement does nothing to command the interest of the listener. That type of radio commercial wastes the client's money and damages the radio station.

 

DANGER: BAD COMMERCIAL AHEAD.

 

A bad radio commercial is dangerous to the radio station — much more dangerous than a bad tv commercial is to a television station or a bad newspaper ad is to a newspaper.

 

If you're reading the paper and your eyes spot a boring, poorly designed, badly executed advertisement, what will you do? You'll turn to the next page. What do you do when you're watching TV and a boring commercial comes along? You'll talk to someone else in the room…or leaf through a magazine…or disappear into the kitchen for a snack.

 

BUT….What will you do if a bad radio advertisement comes on the air while you're listening? Either you'll tune out mentally…or — especially if you're listening in your automobile — you'll tune OUT the radio station with the lousy commercial and INTO another, competing station.

 

Bad newspaper ads and tv spots just fail to sell. Bad radio spots fail to sell AND they drive listeners away!