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A successful radio spot should have clean copy and good production values. Even so, there are times when that isn't enough. It takes research, talent, and sometimes even catering to a client's ego. It also involves a great deal of time and effort. And to think, it's all gone in 30 seconds!

The elements to creating a successful radio commercial are:

-Client consultation and research.

-Writing copy
-Getting client approval
-Production.
-Schedulin g and demographics

CLIENT CONSULATATION AND RESEARCH

It all starts with the client. You'll need to do some research before the meeting. Never go in coldly. Always have a good understanding of their products or services. Find out about what aspect of the business they want to promote. If the list grows too long, get them to be as specific as possible and explain that they only have 30 seconds to get a message across. If they have multiple promotions, suggest multiple commercials.

Ask them some basic questions. Who are they trying to reach? Do they want youth or adults? Who uses the product or service?

If you are working at an agency, you will be meeting with your opposite number at the company. If, however, you work at a local station, you will probably be meeting with the owner themselves.

For some owners, this is a vanity project as opposed to a sales promotion. They may want to be the star of their own commercial. Gently persuade them against this. This type of advertising is the least successful. With that said, it is the easiest concept to sell to an owner. Telling them that they will be heard by all the world is a surefire sale. Suggesting that their kids should also be in the ad will probably generate enough commission for you to retire on.

It is at this meeting that you will give rate sheets and discuss costs. It will be the toughest part of the sit-down. After all, they're not buying something tangible. They're buying "air". Explain how this is an investment that will generate revenue. The biggest competitor is print media. You will need to be familiar with the costs of advertising in newspapers and mail coupons.

WRITING COPY

Many writers forget that it's all about making a sale rather than showing off their own writing chops. In order to make a sale, you'll need to:

-Define the need
-Make suggestions
-Overcome objections
-Close the sale

The same sales process should be applied to ad copy. Here is a very basic format for a radio spot:

Define the need - "Is that old transmission giving you trouble?"

Make suggestions- "Why not come

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