Need some advice on writing an effective copy for radio advertising??

by ago
10 replies
Hi Copywriter warriors

A client asked me to write a Spanish copy for radio advertising. I've never done it in Spanish, nor in English.

Do you guys mind sharing some ideas, tips for creating a Good Radio Copy Ad?

Thanks a lot in advance.
#advertising #advice #copy #effective #radio #writing
  • Profile picture of the author Andrew Gould
    You might find this post, and possibly the entire thread, useful:

    http://www.warriorforum.com/copywrit...ml#post5317323
    Signature

    Andrew Gould

    {{ DiscussionBoard.errors[6764388].message }}
    • Profile picture of the author ago
      Originally Posted by Andrew Gould View Post

      You might find this post, and possibly the entire thread, useful:

      http://www.warriorforum.com/copywrit...ml#post5317323
      Thanks Andrew

      Visited the thread, read the entire PDF (DanODayCall) & picked up a few pointers from the call:

      - focus on the core message (what you want the listener to hear, understand and remember) and not the USP
      - every word counts...

      Here's a quote I like...speaks about the use Dialogs for Radio Ad Copy

      So if you take that and you combine that with what you have taught
      people about the basic tenets of advertising and what's important, of
      what advertising is and what marketing is and how to motivate
      people...and you combine that with an ability to talk conversationally
      and compellingly and in a real manner, then you're unstoppable.





      {{ DiscussionBoard.errors[6765976].message }}
  • Profile picture of the author tryme1
    This is such a broad question it's almost impossible to answer.

    The reason why is this: every radio station has a different audience and demographic, so an ad that works on one might fail on another.

    If I had to give some general tips, I would suggest these. I'm presuming that the audience is listening to the station at work.

    1) Opening Line - Are You Tired Of...Fed Up With...Do You Long For A Better Life

    2) 2nd Line - Looking for something better (be specific - ie: earning potential, being your own boss, more time with your family)

    3) Teaser - What If There Was A Solution That Did All That?

    4) Call to Action - Call 800-Be-Rich-By-Christmas or visit www.berichbyxmas.com

    I hope you get the idea. This would work in a 15 or 30 second radio ad format.
    {{ DiscussionBoard.errors[6764446].message }}
  • Profile picture of the author michaelellison
    I have lot sof experiance if you need any help
    {{ DiscussionBoard.errors[6764686].message }}
    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by michaelellison View Post

      I have lot sof experiance if you need any help
      Great spelling.

      To the OP, the best gentleman to contact with respect to radio ad sales copy is the moderator of this sub-forum, Brian McLeod. This is his specific forte. Shoot him a PM and I'll sure he'll be willing to point you in the right direction.

      http://www.loudmac.com/

      http://www.warriorforum.com/copywrit...pywriting.html

      Warmest regards,


      Mark Andrews
      {{ DiscussionBoard.errors[6765375].message }}
  • Profile picture of the author textbroker
    I don't have any tips for the initial crafting, but before you record it, read it out loud to yourself. What looks great on the page may be a tongue-twister in the studio.
    Signature
    http://www.textbroker.com
    Custom Content Creation
    Starting at 1.2 cents per word
    {{ DiscussionBoard.errors[6766158].message }}
  • Profile picture of the author staceythewriter
    Just a tidbit: With radio ad copy, time is extremely important. Read it to yourself at various speeds to make sure it flows well AND comes within the time limit you are given, leaving a couple of seconds at each end for the music, DJ, etc. You want to make sure that all the important details fit, and make sure that the listeners can understand you too. Record yourself over and over, if necessary, before you turn it in because you want to have an idea of how your words are going to sound when they announce it.

    Good luck!
    Signature

    Stacey Mathis
    Stacey Mathis Copywriting
    The Copywriter's Highway to Success
    http://www.staceythewriter.com
    Twitter: @staceythewriter

    {{ DiscussionBoard.errors[6773813].message }}
    • Profile picture of the author ago
      Originally Posted by staceythewriter View Post

      Just a tidbit: With radio ad copy, time is extremely important. Read it to yourself at various speeds to make sure it flows well AND comes within the time limit you are given, leaving a couple of seconds at each end for the music, DJ, etc. You want to make sure that all the important details fit, and make sure that the listeners can understand you too. Record yourself over and over, if necessary, before you turn it in because you want to have an idea of how your words are going to sound when they announce it.

      Good luck!
      Found this website (Voices.com | Radio Commercials and Radio Commercial Voice Overs) where you hire Voice Over Artists. I`m listening to some Radio Ad Copy demos they have in their profile to see if I find one that relates to what my client wants.

      Won`t be doing the VO though, just the copywriting.
      {{ DiscussionBoard.errors[6774167].message }}
  • Profile picture of the author The Copy Nazi
    Banned
    I was head copywriter for Australia's #1 FM station - TripleM Sydney

    Radio is great for really honing your skills - making every word count.

    Most spots are 30sec.
    So you learn to choose your words wisely. In and out in 30 seconds.
    I wrote and produced 1000s of spots and jingles.
    Working with voiceover talent every working day.
    Those guys are a trip. Smoking Gauloises and drinking bourbon.
    {{ DiscussionBoard.errors[7189215].message }}
    • Profile picture of the author Mr. Subtle
      Originally Posted by The Copy Nazi View Post

      I was head copywriter for Australia's #1 FM station - TripleM Sydney
      Mal once posted one of his radio commercials. (If I had it handy I would post it again.) It was an ad about a beer distributor or pub selling the coldest beer in the area. It was simple and good.
      Signature

      {{ DiscussionBoard.errors[7191053].message }}

Trending Topics