1. Understand Your Intended Audience
Know and understand the characteristics of the demographic segment you’re trying to reach. Although this is the least glamorous part of creating any commercial, thorough research will tell you the right basic tone and framework of your ad before you ever put your fingers on the keyboard to start that award-winning script.
In addition to age range, gender, education level, and income range, consider the target audience’s current buying status. A direct and simple pitch is often the best way to reach people who are already interested in the product or service and are just looking for the best price or other incentive. On the other hand, tomorrow’s potential customer may not even know he or she has a need for your product. Your commercial needs to educate them and then convince them to take the next step toward becoming customers (see “The Call to Action” below) and do so in the 150 or so words of the typical 30-second ad.
Choose The Right Station
This is a seemingly obvious decision that still deserves research and planning. An ad for a car dealership that specializes in SUVs will probably generate a better response among listeners of sports talk or classic rock than jazz or classical fans. To some extent, of course, the choice will be driven by the client’s budget, but the large variety of DFW radio station sizes and formats means that most advertisers can find one that will provide the “most bang for the buck”.
The Statements of Need and Benefit
Be sure that your script clearly and succinctly conveys what the product or service has to offer. Use a simple sentence or two and get right to the point. Don’t waste any of those precious 150 words asking rhetorical questions (“Looking for a way to cut your monthly cell phone bill?”). Instead, make a declarative statement: “Reduce your monthly cell phone bill with one of the many family plans now available from XYZ Cellular.” With just a few additional words, you’ve not only identified the listener’s need and conveyed the product’s benefit; you’ve also mentioned the seller’s name.
Sound Effects and Humor
While focus studies consistently demonstrate that ads with jokes or character voices are more memorable, they need to be appropriate for the product or service (no funny funeral home ads, please!) and the target audience. Remember also that the goal is to keep the focus on the product or service, not just entertain the listener.
The Call To Action
The inclusion of a call to action (CTA) – that is, asking the potential customer to take some next step (call, write, visit, e mail) – is an essential part of most ads, including radio commercials. Because so many consumers start their research online, it’s fine to include both a website address and a telephone number. However, don’t forget that most folks are listening to the radio while driving or otherwise multitasking. While giving the reader of a print as several additional options, this eats up too much of your thirty seconds and is too much information for the typical radio listener to retain. Give them something short and simple to remember
And, as with the name of the product or service and the seller, the CTA should be repeated at least three times during the spot.
Need help writing a script or getting your spot produced? We can help with that. Just contact us and let us know what you need.