Copywriting Radio Ads

By Ray Edwards

Since a copywriter's goal is to sell a product, copywriting is similar in every market; the only differences lay in sales strategies and what particular media outlets are used. This particular article will examine how to write successful radio copy.

You must first research your target audience in order to know how they are motivated. Research is one of the most important parts of copywriting no matter what field in which you are writing. If you fail to do your initial research, then you will fail to successfully motivate your audience into buying your product.

You should also be in contact with the station that is going to run your ad. They should give you a general idea of the listener demographics and help you tailor your message to their audience. This will also help you know which stations to work with in order to be the most successful.

You must also learn how to write more concisely than if you were writing a sales letter. You will only have a short window in which to advertise your product, so you must be efficient with your time.

Another good way to learn how to write your ad is by listening to your competitor's ads. Each station focuses on a narrow demographic, so ads that play repeatedly should give you clues as to what kind of ads are successful. Pattern your commercials similarly and you should begin to see success.

Here are a few quick tips on how to write a good radio commercial. Make sure to tell a story and not just list a bunch of facts; stories keep people's attention where as lists do not. If you're selling a technical product, use technical jargon early on in your ad in order to alert your listeners and cause them to listen to the whole ad instead of just part of it. Testimonials are also very powerful in radio commercials, so try to include them if you can.

Hopefully you found this article helpful. You should listen to multiple stations in order to decide which one you want to play your ads. Research your target audience and continuously learn how to better sell your product. Also, because you only have a limited amount of time in which to advertise your product, your ad must be written concisely and clearly if it is to be effective.

About the Author:

For an inside look at the techniques of a top direct response copywriter, visit the site of Copywriter Ray Edwards. There you'll find a daily podcast, video tutorials and copywriting advice.