Make your message RELEVANT and about THE LISTENER
By creating a message that’s relevant to your target demo’s life, they’ll create an interest in your commercial, and want to know more. Once you get a listener WANTING to learn about your product or service, their minds are open to absorb information, and you can brand your company’s name into their long term memory. Illustrate the experience of using your product, show how your service benefits them, and use terms and concepts that paint a picture. If listeners can see it in their life, they’ll create a need for it. If you start an ad only with information about your company, you may lose the listener before they even realize they want what you sell. Give them a relevant reason to care about you first.

Make your message INTERESTING and HARD TO IGNORE
A common ad is a common mistake. When creating, don’t fall into the trap of worrying about what a radio ad should or typically sounds like. Try to avoid being like others. If your commercial has unique elements, it’ll better stand out in the commercial clutter and make people curious to learn more. If it’s filled with common clichés and generalities, not many will remember it. Since today’s consumers are hit by over 5000 advertisements a day (signs, tv, online, etc), you really need to be different to make an impact. Find one or two really interesting and beneficial points, and don’t let people ignore the message, or even worse FORGET it. But how do you avoid being ignored? Be entertaining, make an interesting point, tell a story, be anything but the usual!

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