THERE IS NOTHING MORE IMPORTANT IN YOUR LIFE FOR THE NEXT FIFTEEN SECONDS THAN THIS COMMERCIAL!

T.E.E.E.
(Thrill, Engage and Excite and Entice) Simple! Remembering the acronym TEEE, once we can master all of those characteristics, we should have made a huge impact upon our audience.

Thrill them; No matter what you are selling or promoting, you must be able to interrupt the thoughts of your audience who unlike the medium of television, will many times be 'doing'. Driving, cleaning, painting, eating, talking. In fact, it is rare to find a listener who is wholly engaged in the radio without participating in any other activity at the same time.
Make them STOP to listen!
Not in even a literary sense but if for example, you are selling discount kitchens, thrill your
listener about what you have to offer. Be upbeat, be short, be sharp!

Here is an example of an advertisement for discount kitchens,
(Superhero music playing in background)

(Voice-over)

"Is it a bird? No! Is it a plane? No! It's not even a celebrity carrying a teeny dog in a
teenier bag; it's..........THE DISCOUNT KITCHEN STORE! BACK FROM SAVING THE LIVES OF MANY, HERE FOR ONE DAY ONLY!"

Now this is a mock-up advertisement I designed. It's music would engage it's audience; it's opening strong; there is a joke interwoven within the first three to five seconds, ( thrilling/ exciting the audience) and also, it take them directly to the point! Discount Kitchens has a sale for one day only!

People remember most what they hear last; having employed radio myself as an advertising medium, I know that it takes;
THREE TIMES FOR THE LISTENER TO PAY ATTENTION and
FIVE TIMES FOR THEM TO ACT UPON IT!

Now if indeed this is true, getting it right counts! It's worth going all out to get it right! When you don't, your losses can be great but do it well and ......maybe it won't only be
Superman back from some distant beyond but YOUR Discount Kitchens too!

Learn more about this author, Rachael Webster.
Click here to send author comments or questions.

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