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, even in a creative way.
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.