Just for fun, I decided to list all of the different ways to write a radio commercial.  Straight Read.  DJ Endorsement.  Single testimonial.  Talking animals.  Letting music and sound effects tell the story. In all, I counted over 50 ways to format a commercial – although, admittedly, some of the  formulas became derivative of one another (Problem/Solution with Doctor/Patient; Problem/Solution with Husband/Wife, etc.). But as I looked over this collection of creative and persuasive linguistic recipes, the fluff was easily separated from substance simply by staying mindful of the four things that belong in every successful radio commercial:

• Opening with an attention-getting grabber
• Articulating the single benefit most likely to elicit a response
• Presenting an attractive offer to inspire someone to take action
• Creating a sense of urgency so that someone will take that action now

Any superfluous infusion of “clever” (e.g. leopards who speak French) more often than not will get in the way of generating results.   Bad jokes and funny situations wear thin and often harm the brand, rather than enhance it. The place for creativity lies in finding the spin with which to present the compelling reason to buy.  Or creating an opening-five-seconds of “Wow!” or “What?” – to elcit that priceless consumer reaction that makes the listener lean into the radio and pay attention. A child’s voice selling variable annuities?  Grandma at a rap concert?  You’ve got my attention.  So now where do you go? There are many clever tricks of sound (speeding up, slowing down, morphing one voice into another) that can help you command and retain attention.  The same holds true in the critical casting of one voice over another as your trusted spokesperson or actor portraying a credible, relatable customer. Without the right words – and allegiance to the four items above – your commercial will risk lapsing into gimmick rather than register-ringing sales generation. Explore the options, but stay true to the cause that prompted you to make your investment in the medium in the first place. Mark Lipsky is the President and CEO of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website TheRadioAgency.com