Writing Good Copy



* The strength of many effective radio spots is found in their simplicity.

* It’s not a commercial. It’s a persuasive “selling message” that argues one case.

* When advertisers heap on too many features and benefits in their message they detract from the primary benefit and confuse the issue.

* The message has a chance of persuading the audience if the benefit is not just a claim, but a truly logical, credible statement.

* You can’t claim a selling position that’s already been claimed and firmly established by the competition.

* The truth about your business or the competition doesn’t matter, only the perception matters

* Perceptions can be molded with radio copy, but it takes a consistent investment, delivering a consistent message, over a substantial period of time.

* Don’t spend time and money on a radio ad to over-come perceptions that are too difficult to surmount.

* Avoid superlatives even if they are true… Claiming “We make the best wing-nuts” repels the listener. State your case and let them decide.

* No radio ad works unless you ask the listener to do something.

* A call-to-action is needed, but it doesn’t need to be a stupendous offer… It could be a simple as “Come in today.”

* Phone numbers kill radio ads. They’re not necessary, or at least should be a simple vanity number that’s based on the product or business name.

* Don’t give more than one point-of-contact, (see our website, call us, or visit) because when people have to decide on which to do, they decide to do nothing.

* Don’t give a street address. When humans give directions they use landmarks.

* Use cliché’s if you want to create something that sounds like a radio ad; avoid them if you want to create a message that sells…