Making Catchy Radio Commercials
Listening to a radio commercial can usually hit you one of two ways. It's either something you find enjoyable; therefore, you tend to remember what you've heard and look forward to hearing it again. Or, it's the most horrible thing you've ever listened to, and you can't get the jingle out of your head or the words that go with it. What you've listened to either way is a catchy radio commercial.
Many smaller businesses rely on radio commercials to market their products or services, because it is less expensive than advertising on television. If done correctly, a radio ad in the right time slot will grab a listener's attention in a 30 or 60 second spot. When the ad is complete, the listener will know the product or service and how to go about getting more information about it.
Most effective radio commercials will be somewhat repetitive, giving the company name, address and phone number more than once. Important information is spread throughout the commercial so that a call to action to write down a number or address can be addressed by the listener. The commerical will also be accompanied by a professionally pleasant or obnoxious voice over and a catchy lyric or jingle that will make a permanent mark on a listener's mind.
A professionally written script for a radio commercial is usually the best way to go, because ad copywriters are trained to be creative and attentive to details. They also know how to pace a commercial properly and project a conversation that is informal yet has a lasting impact on the listener. Some clients will try to save money by writing the commercial themselves, and this can work if the client knows how to write a script. It should never be too wordy, because a listener will immediately lose interest. The money saved will be quickly lost, because no one listening will care about the product or service being offered. Radio listeners are often times involved in other activities like driving or cleaning. If the commercial doesn't grab their attention in a concise and meaningful way, the commercial has failed to send the message that was intended to be sent.
A good jingle always helps a listener identify a company and product or service. Many listeners simply do not listen to the message, but after hearing the jingle associated with the message, the listener will have self absorbed the words to know what product or service is being offered and by what company. This is also true of a catchy phrase that is creative, either because it makes a profound statement or because it is funny. If a listener picks up on a catchy phrase, he or she will be more likely to pick up on the message (ad) as well. In general, the funnier the catch phrase is, the more likely the listener will retain more about the product or service.