12-Jun-08 4:00 AM CST

Radio Lounge Weekly Radio Advertising Tip - How Do You Talk To Your Mother?

How Do You Talk To Your Mother? - Use Real Language In Your Radio Commercials

We call it cliche "radio speak". It's the incredibly awkward script written for two voice talents that in no way represents how an actual conversation actually sounds, yet is punctuated with a just-so-happen-to-have-the-phone-number and peppered with bad acting (take breath here...)

Dialogue is one of the toughest things to write, even for the pros. You want your spots to sound real and authentic, yet still communicate the benefits of the product. This is where a professional copywriter comes in handy.

But say you don't have any of the Radio Lounge writers with you at that second :) Simply write the copy and read it out loud. The compare it to a conversation with your mother (provided you have civil conversations). Do they sound similar? They should. If not, rewrite and make it more natural.

Like your mother always said..."Natural radio copy, is believable radio copy"

:)

Until next week...
~B

M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469).

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