21-Aug-08 4:00 AM CST

Radio Lounge Weekly Radio Advertising Tip - What Are Good Radio Commercials?

What Are Good Radio Commercials?

A Good Radio Spot is Not

Creative for the sake of being creative.
Is not designed to please copywriters, art directors, agency presidents, or even your client’s wife.
Is not designed to win awards.

A Good Radio Spot is

One that stresses a key benefit.
The main selling proposition.
A spot that arouses curiosity.
A spot that is customer focused, not client focused.
A spot that clearly differentiates the client from the competition.

“Why should I choose to do business with you over any and all other options available to me in your category?” ~ Dan Kennedy

A spot that identifies a problem.
A spot that provides a simple, single solution to that singular problem.
A spot that can offer valid credible proof that the product works.
A spot that calls the listener to respond.
Gives the listener easy access to do that.
And gives the listener a defined time to respond.

Until next week...when we show you why sometimes radio spots don't work...

~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).