by Emily McDowell

Created on: May 10, 2010

Radio advertising is an excellent way to reach your target audience if the spot is run during the right times and on the right stations. It is also imperative that the ad has some sort of hook that engages the listener, such as humor. And if it contains anything annoying, such as a screechy voice or horns beeping in the background chances are the station will be changed faster than a light can be switched off. If you don't want this to happen, following some simple rules on writing effective copy will help.

The first thing to consider when writing radio copy is the main message you want to convey to the audience. Are you having a huge sale? Is there a special event taking place at your venue? Are you offering something new and exciting to customers? Did you move to a new location? The ad needs to give the listener pertinent information, such as the name of the advertiser and the special event in the first couple of lines. It can help if you have a jingle to incorporate into the spot because the ad will automatically be associated with your venue just by hearing a familiar tune.

The next thing to consider is how much room you have for copy in the ad. Radio spots are normally thirty or sixty seconds long. If you don't want the spot read at lightning fast speed, you might find yourself only including the most important points in order to fit everything you want to say. It's a good idea to read through the copy and time it before having it produced – otherwise, you may find yourself making last minute copy revisions during production. And remember, you will have even less room for copy if there is a jingle or sound effects included in the ad. You must accommodate for this.

Make sure that any points that you want the listener to take with them after the ad is over are stated a few times throughout the spot. For example, your phone number or address. If your location is near a specific landmark, it is a good idea to mention this so that listeners can visually picture where you are. If you are advertising a website, mention the name of the site and the URL at least two times.

There is a saying that ‘a picture is worth a thousand words.’ How do you paint a picture with something that is heard and not seen, like a radio ad? Putting an image in the listener's head is called ‘theater of the mind’ and it can really work to make a radio spot more interesting and intriguing. Sometimes this involves using descriptive words, other times an ambiance can be created through the use of sound effects. Be creative and think outside the box. The most important thing is to make your radio ad memorable. If the listener forgets your message right after the commercial, then your money would be better spent on other marketing measures.

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