Radio ads: Write for invisible audience
Heard it on the radio…but were you listening?
Advertising on the radio: A colleague of mine calls it the “attention rental” business.
In 15, 30, 45, and 60-second sound bites, your message is broadcast to thousands of radio listeners.
Are they listening? Yes – and no.
Radio is a passive form of entertainment.
It’s the background music of our lives, that soft burble that tags along while we’re doing something else:
Washing the car? Turn on the radio.
Stuck in traffic? Flip through the stations.
Working in a retail store? The radio is the drumbeat of your day.
Radio is a powerful sales medium, if you use it correctly.
An effective ad should be ear-catching and easy-to-remember.
A successful ad paints a visual image (remember, this medium got its start before video), and works best when it’s selling one single idea.
If you want a radio spot that stops traffic, email me and ask about RichWriting for the airwaves. I have a natural ear for dialog, a fine sense of word-play, and the ability to tell your story in 60 seconds or less.
