Copywriting Suggestions for Outstanding Radio Spots & Promos

The most successful radio commercials and promos highlight pictures in words, while touching the audience emotionally. How is this accomplished in 60, 30 or even 15 second’s time? You must achieve this by combining creativity and effectiveness.
Choose a core message
Before writing, know what you want to say and why. The best questions to ask yourself are:
• Who is the recipient of this message?
Is it aimed at my entire audience, or a specific demographic?
• What is the main objective of the message?
Is it something new, enlarges recall, or triggers an immediate response?
• What is the significant USP of this message?

Why should your listeners choose this particular company, brand, product or service over another?
Possessing a Unique Selling Proposition is of significant importance. Write a list of each unique aspect that comes to your mind, and pick the one that stands out. A narrow focus will yield big results. You may combine multiple unique aspects into a single one. Make sure every word assists the core message. Let 4 people read your copy, and ask them individually what the single most important item is in your text. Unless all 4 say the same thing you intend to communicate, rewrite the copy and test it with 4 others. Once that works, record your copy, and test that with 4 more people. If required, re-write, re-record and re-test your demo until it’s flawless.

As equally important is having a single call to action. Providing listeners too many options creates ‘analysis paralysis’ and reduces the response considerably. Instead of saying: visit the New Charles Flower Shop on Main Street, call us at 1-800 CHARLES FLOWER SHOP and visit CHARLESFLOWERSHOP.COM, just choose one thing you want listeners to do immediately. Why not direct them to the website, where they can find all the details on their own.
Incorporate commanding action promoters

Ads for expensive cars are not about expensive cars. They speak to your listeners desire to improve or confirm their self-image. There tends to be a lot of psychology involved in audiences to do what you want. There are 7 action promoters:

• Anger: ‘Aren’t you terribly frustrated your money market account is worthless? Invest your hard earned money here’
• Exclusivity: ‘Show what excellent taste you have by purchasing this exclusive car.’
• Fear: ‘Don’t do anything to jeopardize your health. Take this, and you’ll feel much better.’
• Flattery: You deserve the best and to feel great. Treat yourself with this.’
• Greed: ‘Hurry to save 50 percent on our entire stock. Discount ends Saturday.’
• Guilt: ‘Don’t deny these children what yours have. Donate now.’
• Salvation: ‘Do you suffer from heartburn? This will give you relief.’

Include one in your copy, and your spot or promo will become more effective. Combine several action promoters, and the effect will be even greater: “Are you upset with your bankers? They make millions with your money, and you receive 1 cent on the dollar. Turn your back on banks, and invest your money wisely. Our new fund guarantees you a 15% return in just 5 years! But don’t miss out. This offer ends Friday. Call us now, 1-800…”

Humor is a wonderful way to add emotion and create rapport. While it easily grabs attention and engages your listeners, humor should always be used to support your main message.

• Use a conversational style
Listeners have become highly allergic to almost anything that sounds like a commercial. Make sure your in-house produced commercials and promos don’t feel like commercial advertising or hefty self-promotion. Rather than mentioning your brand or solution right away, have a real conversation with your listeners first. Try at all costs to avoid red-flag words like ‘sale’ and typical clichés that turn your audience off. Focus on listener benefits; not on you and your great product or service. “Don’t talk to me about your grass seed, talk with me regarding my lawn,” Your audience will ask ‘what’s in it for me?’ and ‘why should I listen to this?’ Your listener’s attention span is at an all-time low. Communicate your benefits right from the start or a creative way, like an opening that draws them in.
Address one person at a time by saying ‘you’ (instead of we or us), and use the same words your listeners use in everyday conversation. Reach inside the mind of your audience that reflects how they think, so you will trigger silent feedback. If they ‘don’t wish to be bald,’ why not bluntly ask: “Are you afraid of becoming bald?” in a spot that promotes a hair loss treatment. Don’t replace ‘bald’ using fancy words such as ‘depilated’ or the euphemism ‘hairless.’ Tell it the way it is.

• Tell funny persuasive stories
Engage your listeners with humor or storytelling (or both). Facts tell, stories sell! Humor is a great method to add emotion and create rapport, but never let the humor override the message. Otherwise listeners will share the story with a friend, who will laugh and say: “what was that for?,” after which they’ll go: “I don’t know, but it was funny.” You don’t actually need humor in your spots or promos. Any compelling story, where people want to hear the end, will work. But having some fun certainly can’t hurt and can be a big plus if prepared correctly. Great spots position the core message in between (or right after) the story
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• Highlight your pictures with words
Wonderful commercials and promos use storytelling on a higher level. Marketing research shows most listeners will only do something after having imagined it first and radio is the theatre of the mind! Visual copywriting engages your listeners while triggering their imagination, so the subject of the spot (like a product) is in their thoughts as a ‘mental picture.’ They see themselves driving that Mercedes! As the human brain is wired to fill those gaps between desire and reality, one day there’s a good chance they will purchase it. Here are some visual copywriting tips for radio:

• Avoid cliché openings like ‘picture this’ or ‘imagine that’ and begin with the story instead.
• Name things people can picture easily. Avoid any abstract words or expressions.
• Use active and present tense verbs in the second person (e.g. ‘you can drive this car’).
• Place a noun before adjectives; not after (e.g. ‘the water is crystal clear and blue’).

A commanding part of visualization is to let listeners see the end result of whatever you’re selling or promoting. Instead of “WXYZ gives you a chance to win 6 first-row tickets to see Lady Gaga in Rome!,” write: “ Do you want all your friends to adore you? Listen for a chance to win a trip to Rome for you and 5 friends, where you can get eye to eye with Lady Gaga, standing front row at her Rome concert. WXYZ is making you the star.”

• Get rid of the waste
It’s always impressive to win an award for the best-written commercial. It’s much better to turn an advertiser into a life-long client! Write to communicate; not to impress. Your commercials are not a website, so leave out that the company has been there since 1972 and avoid addresses and phone numbers your listeners can’t remember. Tell your client to have a site with an easy to recall address (e.g. charliesflowers.com). When you practice ‘less is more’, the more your 15 second spots will be to the point the better you’ll use your 30 or 60 seconds to tell a compelling story which highlights the Unique Selling Proposition. Create your spots to have a strong beginning and end, as listeners will most likely remember those two parts.

• Broaden your creative juices
For creative output, you need input. It’s that simple. One part is attending movies, concerts and reading magazines making sure you stay in touch with current pop culture and current affairs. Another part is living life: getting married, having children and (hopefully not) getting divorced. It’s not difficult to find inspiration if you live a full life and explore many different events. In the movie “Yes Man,” actor Jim Carry commits himself for a year to just say ‘yes!’ to anything the universe is offering him; from Korean courses and guitar lessons to much more.
The advantage of possessing a wealth of skills and knowledge is you can easily associate things, and play the ‘what if’ game to make new combinations of basically unrelated existing items. What if Jim saves someone’s life because he understands Korean and plays guitar? Certainly, this question may have led to that movie scene! Use that same creativity for your radio copywriting.

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40 Reference Questions

So, you have a candidate for your open sales position (or even better – for your talent bank) and you’ve made it far enough down the road with her that it’s time to see what other people are saying. You could go the traditional route and ask her for a couple of references to check… but we should probably assume that she’s going to give you a few slam-dunks, so let’s just skip that step.
Instead, consider launching an investigation of your own. Talk to others in the market and see if anyone knows her, connect on LinkedIn and message the connections you share, and reach out to former clients or coworkers that you have relationships with to seek their thoughts. The best way to gain useful insight into your candidate’s potential fit for this job is to learn as much as you can about their consistent behaviors.

Here are 40 great questions to ask when speaking with a “real” reference. These questions are unique and more effective than others because they will uncover patterns of behavior and provide you with important information related to the talents that are most critical to success in B2B sales.
During your investigation, choose one or two questions from each of the categories below to help you determine whether your candidate might have the right stuff. Once you feel convinced, make sure to use a validated talent interview instrument to confirm whether you should move forward to an offer!

Productivity and Focus:
1. Would you say that Susie considers her work more as a “very important job” or as a “way of life?”
2. How would Susie’s productivity and energy compare with others?
3. Compared with other people that you have known, how well-defined would you say Susie’s goals typically are for her?
4. Has she usually remained on-track when working toward her goals? Tell me more.
5. Would you describe Susie as more intense… or more laid-back?
Organization and Structure:
6. On a scale of 1-10 with 10 high, how organized would you say Susie is?
7. Is Susie typically more effective when she is able to concentrate on fewer tasks or when she is juggling many projects at once?
8. Most of us don’t get everything on our to-do list done by the end of the day. Have you ever known Susie to not finish a project by quitting time? How did she feel and what did she do?
9. How would you characterize Susie’s expectations of herself as compared to others?
10. Would you say that Susie leans more toward being a perfectionist or begin carefree?
Courage and Persuasion:
11. On a scale of 1-10 with 10 high, how assertive would you say Susie normally is?
12. Would Susie prefer to be the one in charge? Or would she feel more comfortable making collaborative decisions?
13. How likely would it be for Susie to speak her mind – even when her opinion might be contrary to others?
14. Would you consider Susie a highly persuasive person? Why is that?
15. Is Susie a strong closer? Why do you would describe her that way?
Strategic and creative thinking:
16. Which one of these styles sounds most like the Susie you know – “Don’t fix it if it’s not broken” or “Never leave well enough alone?”
17. How quickly would you say Susie learns things? Can you tell me something that she learned to do well in a short period of time?
18. Would you ever describe Susie as a detective? Why?
19. If Plan A didn’t work, would Susie usually have a Plan B that she could turn to? How about a Plan C or D?
20. Would you consider Susie to be more practical and conservative in her thinking or more creative and out-of-the-box with her ideas?
Optimism and Rapport:
21. Would you describe Susie as highly enthusiastic? Why?
22. Has her enthusiasm ever been highly contagious to others? Tell me more.
23. If Susie were in a room full of new people at a non-work function, would she likely be the one introducing herself to everyone else or would she spend more time talking to people she already knows?
24. On a scale of 1-10 with 10 high, how well does Susie deal with change?
25. How does she generally respond when something unexpected happens?
People skills:
26. Would you describe Susie as a chameleon? Why?
27. Would you say Susie is more task-oriented or people-oriented?
28. How quickly does Susie become friends with people?
29. How empathetic is she?
30. Could you describe a typical client relationship that Susie might have for me?
Ego Drive:
31. On a 1-10 scale with 10 high, how self-confident is Susie?
32. How likely is she to take a risk in order to accomplish a big challenge? Do you have any examples to share?
33. Which description sounds most like Susie – “independent and self-reliant” or “a team player?”
34. How important is recognition and reward to Susie?
35. How growth-oriented is she? Can you tell me a little more about that?
Competitive Nature:
36. Would Susie typically know her performance numbers off the top of her head?
37. How competitive is she?
38. Would you say that she has to win in order to really feel good about the work she has done?
39. Would Susie tend to set goals that are higher than others? Or would you describe her goals for herself as more reasonable?
40. How did she do under pressure? Can you tell me more?

And the Laughs Just Keep On Coming!

Morning Radio.

It’s a critical component in the success of any radio station. The mission is to recruit new listeners while encouraging the existing audience to stick around throughout the show and the rest of the day. You need to be local, entertaining, informative, interactive and topical. It’s a tough job and, at times, can test the very limits of your creativity.

So how can you ensure that you have the edge in your market?
In a word – prep.

It’s amazing to me how many shows simply hope to ‘wing it’ and achieve success. There are those that have the natural ability to host a show with nothing more than their wit and personality. But those individuals are rare. The rest of us need to constantly be seeking out content and finding new ways to present it to our audience.

In my opinion, a morning show needs to be fun. It doesn’t necessarily need to be funny – but it definitely needs to be fun. Over the years, I have encountered many announcers that try very hard to be ‘funny’. Thing is, humor is subjective. The best way to encourage more ‘comedy’ is to look at the ‘morning show’ versus the ‘morning ‘man’. If the morning show sounds fun – it is almost guaranteed to garner a few more laughs as well.

One way to increase the amount of laughs your show produces is by identifying your comedy target. To do so, your target needs to include three ingredients:

1. Visibility – Choose something or someone that you’re demographic is completely familiar with.

2. Merit – Your subject needs to be something that your audience wants or expects to be made fun of. You need to do the research to know what topics or people your listeners have an emotional attachment to and which ones are off limits.

3. Be Fresh – Find the topics that are new and fresh to your audience. Don’t hit them with the same old stuff you hear on any other station. Know your angle and know when a topic has lost its luster. Everything has a shelf life.

4. Be Local – Local content is everywhere. Anything can be turned into something if you give it room to breathe and time to develop. Read the newspapers, watch your local TV station, observe what’s happening around you, know the major players in town and what they’re up to. It’s one thing to talk about what’s happening in Hollywood – it’s a completely different thing to talk about the mayor, the local weather man, the guy that’s playing a sax downtown, etc. Local wins every time.

5. The Bit – Once you’ve found your target – what’s next? Whether it is a fake commercial, a parody song or a phone call / interview that’s been staged with a listener or guest – the key here is to do something that is rarely heard or has never been done in your market. If you believe in the idea – give it the time it deserves.

6. Be Real. One thing you want to make sure you do at all times is to ‘be real’. If you are truly having fun and showcasing your personality – the laughs will naturally come. Laughing is contagious. If you’re laughing…someone else is as well.

One of the keys to ratings success is to create water cooler talk in your market. By touching on the very things that your community is already making fun of – you’ll have an easier time including them in the joke and ultimately increasing the laughs your show gets.