Complete Music On Hold Systems :: Intellitouch Digital On-Hold Players :: Streaming WebSite Audio
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AfterThis.com
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877-595-8222
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How to Write Radio Copy in Ten Easy Lessons! | |
In radio, a commercial is called a "spot". For this reason, many D.J.'s & broadcasters refer to a commercial break as a "SPOTset", meaning a "SET" of 3 or more "SPOTS".
But a commercial break is actually called a "STOPset", because the continuity of the station's format has been interrupted. We say the station has "stopped". That's when many listeners start to reach for the next button to push. That's why it's crucial to get the listener's attention with the first line in your upcoming spot.
In short, Radio ad copy must sell. That's the only reason it's being written; to motivate its listeners to take action or to buy a particular product or service. If it can also entertain, fine. If it can be funny and move the product, that's okay too. But if it doesn't create traffic, it isn't funny.
And the rules for writing good copy are different for print media, television or radio. Print media offers pictures and copy, but no audio. Television offers pictures, print copy AND audio. Radio offers audio only. Print media and TV ad rules simply do not apply to radio.
Here then, are ten Rules 'N' Reasons for writing professional commercial spot copy for radio.
...Terry Michaels.
Former News Anchor, NewsRadio WINZ, Miami.
Former Operations Manager and program Director,
WWNN, Ft. Lauderdale, a coast-to-coast radio network.
Questions? Call toll free 877-595-8222 or click here to reply.
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RULE
Brevity is the key to retention.
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REASON
Your opening should be short 'n' sweet, and aimed at making the listener sit up and take notice. If your spot doesn't get the listener's attention, you've wasted your advertiser's money.
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RULE
Mention the advertiser's name early and often.
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REASON
But use good judgment and don't overdo. Nothing's more irritating than hearing the sponsor's name and/or phone number over and over and over.
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RULE
Use no more than two key points.
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REASON
And stay focused on topic. If you mention too many things, nobody will remember anything.
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RULE
Don't begin an ad with a question or a preposition.
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REASON
This only serves to engage your listeners, sending their thoughts off on a different track. They won't hear another word of your spot.
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RULE
Write the way you talk, not the way you write.
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REASON
What reads well seldom sounds good and vice-versa. A radio spot is an enthusiastic conversation, so write in a conversational manner.
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RULE
Complete sentences are not necessary.
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REASON
Radio copy employs nuances and tone of voice for delivery. This is impossible with print copy.
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RULE
Use power words, words that make your commercial "come alive".
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REASON
If you want to motivate, or move to action, use active verbs.
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RULE
Illustrate a substantial benefit for the listener.
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REASON
Don't sell the Cadillac, sell the features and benefits of owning one. Also called "sell the sizzle, not the steak"
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REASON
Many salespeople make a fine presentation, then fail to ask for the order. Don't make that mistake in your commercial copy.
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RULE
Last, but not least:
Be sure your copy is correct before it's produced.
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REASON
Read it aloud to someone else. Have them read it to you. Then call the client and read it to him or her.
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No, not the Verdi opera.
In this application AIDA is an acronym for:
Get the listener's ATTENTION.
Spark the listener's INTEREST.
Create the DESIRE to buy.
Then spur the listener to ACTION.
Calling for action could be something like "...call now, operators are standing by" or "...hurry down to your Dodge dealer today! This offer won't last!"
Either way, a call for immediate action is the radio copy equivalent of a salesperson asking for the order.
Follow these ten rules for writing successful radio ad copy and your spots will rival the pro's every time!
...Terry Michaels.
Former News Anchor, WINZ, Miami.
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State of the art ALL DIGITAL AUDIO...
3 systems - 1 On-Hold Player!
- MP3 - Download to 128 MB on-board memory via USB port!
- CD - Download to SD Card OR 128 MB on-board memory automatically!
- SD - Play OR Record SD Card independent of on-board memory!
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Model 7000
PBX & KEY Business Systems
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Model 7500 vs 7000
Home Office & Analog Business Systems
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WOW. The last word in DIGITAL On-Hold systems! Just released from IntelliTouch ©, the 7000 Series does it your way. Easy as ABC.
A. MP3 Files to on board memory:
Download MP3 files by connecting to your PC via the USB port. USB cable included.
B. CD Auto-download to memory OR SD Card:
Drop in an Audio or MP3 CD and close the lid. The 7000 does the rest, recording your choice of single or multiple CD tracks to the built-in 128MB of digital flash memory OR SD card. Remove CD when download completes and it's digital playback from memory.
C. SD Secure Digital. Record or play:
Insert SD card in slot and record from CD to card, or play directly from the SD card without disturbing the content in memory. Remove the card and the 7000 reverts to memory playback.
PLUS! Your NEW IntelliTouch Model 7000 comes preloaded with nearly three hours of great sounding Royalty Free On Hold Music, so it’s ready to go right out of the box!
3 Year Factory Warranty.
COMPARE at $399
...Our Price $259
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Once upon a time only businesses with PBX or KEY phone systems had advertising & Music On Hold. That was then.
The new IntelliTouch 7500 is NOW! Identical to the 7000, the 7500 also Provides Digital On Hold Audio for "standard" analog phone lines, like the one in your home.
Now anyone with a home office or small business can have Digital Music & Message On Hold for the very first time.
The 7500 works with virtually all analog and KSU-less phones, EXCEPT GE model 9420. Just press the hold button on any phone extension. The 7500 supports up to four incoming lines, providing On Hold Audio on up to 50 phone extensions.
With the IntelliTouch 7500, any business, regardless of its size, can sound like a corporate giant. And as your business grows, you're all set to make the move to a PBX or KEY business system. Just connect the red RCA jack on back of unit to your new phone system. No new equipment upgrades necessary.
3 Year Factory Warranty.
COMPARE at $499
...Our Price $339
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Model 7000 User Manual  | |
Model 7500 User Manual
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