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Advertising on the radio isn't as easy as on TV or in a newspaper. You can't just show a picture of what you are selling. This is where you will really test your selling ability. You have to sell with your words. You need to paint a picture for the listener and you have to paint it quick. The more of a picture a potential customer has, the more likely he or she is to come to you and buy your product or service. If you are to vague, the potential customer may not even know what you are advertising. He or she will forget the commercial as soon as the next one comes on. You don't want this. Instead, you want to capture your audiences attention so much, that they can't even think about what the next advertisement is saying. Keeping the audiences focus long after the advertisement has left the air is the best way to make it successful.
Keep the advertisement to the point. If it is too lengthy, a listener will drift into his own thoughts. He doesn't want to listen to someone rambling on and on about one little thing. Short and to the point will tell the listener everything he knows in a short enough time that he will actually listen.
Before giving the actual advertisement, catch your listeners attention. You have to give them a second or two to realize they want to listen. Say something catchy or play some background music that they may like. Just don't go overboard and drown out your message.
Getting the listeners attention is the first step. Keeping it throughout the advertisement is the second step. Getting the listener to remember you is the final step to making a radio ad successful.

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