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Television is a visual medium and therefore can use sounds, words AND pictures to convey an idea while radio must make the most of audio elements. But that's not really a detriment. Theatre of the mind - the use of words and sounds to create a visual in the listeners mind - is an extremely powerful tool, limited only by the listeners imagination...

For example, if I wanted to write an ad for an ice cream vendor stressing how big their sundaes are, I could use sound effects to create a picture of a helicopter dropping huge amounts of ice cream into a swimming pool. While talking about the client you could continue to hear the sounds of whipped cream being sprayed from a can, and end the spot with the cherry being dropped from a great height. Try to recreate that for TV and the costs would be astronomical, the logistics nearly impossible.

Here is a short list of what to do to create a successful radio ad:

1. Do...avoid the cliches that all to often abound in locally written copy, including phrases such as "conveniently located" (to the entire listening area? I doubt it!), "friendly, knowledgable salespeople" (come on - we've all been to places where neither is true!), or "looking for a great deal?" (no, I want to spend as much money as possible!).

2. Do...have a single purpose. Are you branding a product? Do you want a call to action? Are you recruiting employees/attendees? I have a client who employs an agency to write some of the worst, all over the map copy I've ever seen. Each ad for this supermarket chain highlights their groceries, catering, pre-made take home food and recruitment - all surrounded by an inane skit where people are speaking unnaturally. Which brings me to...

3. Do... write skits in a natural, conversational tone. Real people don't say "yes, Sally, I go to Bagel Palace on 234 Smith Street for the best bagels"...they say "I had the best bagel today at that new place on Smith Street - Bagel Palace". They also don't have phone numbers to spout off the top of their heads. Logistics like addresses and phone numbers are better left to an announcer portion of the script. Plus, since it's difficult to write conversational copy, it's best to stay away from skits unless you're a skilled writer - and then use them sparingly.

4. Do...direct listeners to a website whenever possible as opposed to a phone number or address. When you're listening in a car, chances are you won't be writing info down. But if your client Bagel Palace lists their menu, directions,

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