Tips for Radio Commercials and Radio Advertising Part 3
Sunday, July 15th, 2007 Subscribe To Our Feed
Welcome to Day 3 of tips for those who want to know more about radio commercials and radio advertising.
5. When writing a direct reponse radio commercial script, your ultimate goal is to get that phone to ring, or get that listener into your store. The absolute goal is to get inquiries or orders, or inquiries that you now have an opportunity to convert into an order. A really good radio commercial sometimes doesn’t guarantee a sale, but does guarantee a response in the form of a phone call or a walk in inquiry. What happens next depends on you; and what you do or say to that potential customer.
This may be a little off tangent, but here I would like to say something about handling inquiries, where a lot of potential customers are lost simply because the person who does the answering or the entertaining does not know how to handle a customer. When handling an inquiry, don’t simply be satisfied by giving information or making a client more aware about what you are offering. Go a step further, establish a rapport, build a meaningful relationship with potential customers by offering free information, free consultation, a special price, or some other reason to gain their trust.
6. So you have put together your radio commercial copy, the script that is going to get sent to production. You feel its a good script, catchy, funny, compelling. Now, take away the information about the product or the product itself. If the commercial sounds good on its own without the product, then you got a bad copy. Remember to make your radio commercial about the product or the selling message itself.
The mains sales message should come first, and that should what the entire ad revolve around, it is what the creative concept should revolve around.
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