We all know about the 12 days of Christmas, but at any time of year, your business needs the 12 elements that make a radio commercial shine brighter than five golden rings.
Find some good return on investment under your tree this season by adhering to these radio script rules:
- Have a clear, concise, core, targeted message. Don’t shotgun a message in hopes that one part will stick with someone.
- Talk to your targeted listener, not about your business, but about something of interest to that listener.
- Speak the listener’s language to solve a consumer problem.
- Encourage listeners to see themselves enjoying the benefits of the advertised product.
- Use characters your target audience can identify with.
- Deliver a compelling “unique selling proposition” that answers the question: “Why spend with us as opposed to our competitor?”
- Describe the right pictures. Give the audience a vision that aligns with what you want them to do.
- Intertwine the “story” and the sales message.
- Tell the listener exactly what to do by delivering a “call to action” such as “call us,” “visit us,” or “like us,” and motivate that action with a genuine deadline.
- Be brief. Allow talent to deliver the message without “rushing the read.”
- Use music and sound effects to enhance the story.
- Air the commercial often enough to enter your target listener’s consciousness.