This is the second installment of tips for radio commercials and radio advertising.
3. Project execution is critical! Once your copy is approved, it goes to the production company or a producer who puts the ad together. A great producer or production house to work with is that who can hear the ad in their head just by reading the radio commercial copy, and know what to do in order to produce the final copy; just the way the copywriter envisioned it to be.
The production house or producer usually takes care of getting the talents, identifying the right voice for the part, identifying the right music and sound effects to be used.
Most of the really good producers I know are those who are technically proficient, know their equipment and know how to achieve a specific sound. Although not an absolute rule, production houses or producers who have strong studio recording experience, a musical background and a good measure of creativity in them have been most successful at capturing the essence of the radio commercial copy.
The first version or demo cut is usually not the final cut and could be subject to changes as agreed by the people involved in the production process.
Have you ever hear a conversational radio ad, two people supposedly talking to each other but rather than sound like they were conversing they sound like they were reading and each from a different planet from the other. Terrible! If a client wishes to save a few bucks by just getting any body to deliver lines, they can save more money by simply not have a radio ad done.
4. Write for a specific length and specific purpose. Radio commercials have a purpose, the messages you deliver are just actions of achieving a specific goal. Are you promoting a sale? Is your ad a long running institutional ad? Do you simply want people to drop by your place during rush hour because its happy hour and drinks at half price for that specific day only? Know your goal, know your message, know how much time you would need to deliver the message.
30 second spots could be straight to the point, and very direct in approach that zeros in on the selling point because you do not have enough time. With a comfortable 60 seconds, you have enough time to set up your scene, sell your product, and repeat your phone number.
