How To Create Commercials That Sell

Radio commercials come in different styles. Some consist of jingles, others of announcements, some are humorous, others are serious, some are voiced-over by the business owner, and others by celebrities.

What separates a good commercial from a bad one is not how many awards it has won, but how many sales it has generated.

So, what makes these commercials so effective?

Before we can answer this, we need to examine how people listen and what goes on in their minds as they hear your commercial.

How people listen: they multi-task and they listen sequentially.

What goes on in the listeners’ mind?

1. Are you talking to me?

2. What’s in it for me?

3. Who are you anyway?

4. What makes you so special?

5. What are you trying to sell?

6. What do I have to lose?

7. What do you want me to do?

8. How do I find you?

Other factors:

Delivery / Announcement

Disclaimers / Legal Qualifiers

Dramatization

Humor

Jingles

Length of Commercial

Negative Selling

Sex

Keeping the Winners

The moral of this story is that if your listener remembers only one thing in your commercials, let it be your business.

We have an incredible staff that is ready to help you create commercials that sell!

Information taken from Radio Advertising Doesn’t Work, Says Who

Steps to Buying Radio Advertising

1. Compile a Customer Profile
    Age, Gender %, Income Category, Employment Category, Proximity to Business

2. Identify Your Target Market
    Who do you want to reach with your message?

3. Know what a new customer is worth.
    Your existing customers are your best prospects for re-selling, cross-selling or up-selling.

4. Set a Measurable Goal Why?
a. You’ll know exactly how many additional prospects you’ll need on a daily basis to hit the growth objective.
b. You’ll have a way to hold your advertising expenditure absolutely accountable.

5. Understand the Purpose of Advertising

6. Meet with Account Executives for Needs Analysis & Proposal

7. Place Your Order

The 33 Ruthless Rules of Local Advertising, Michael Corbett
Radio Advertising Doesn’t Work, Says Who