Radio ads are very cost effective and don't require a big
investment compared to other big media. In most cases,
your commercial will be written by the station's
advertising rep. While some radio salespeople are good
writers, most got their jobs because of other skills (like
selling!).
It will pay you to know a few simple things about what
makes an effective radio commercial.
State your most important message right at the
beginning. Repeat that message at least three times.
Keep sentences short.
Simplicity pays. Don't get carried away with multiple
announcers, lots of sound effects, or daring attempts at
humor. Have your copy talk directly to your best
prospects in a very personal way.
You may be surprised at just how effective these simple
points are at making your radio copy
effective.
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