Radio Ad Writing – The Search For Perfection

Radio Ad Writing – The Search For Perfection

I put too much pressure on myself when it comes to writing radio ads. I have needed to write a couple scripts for two clients for about a week. I’ve been stressing. I’ve been waiting for some inspiration and spark. It hasn’t come yet.

In a perfect world, my clients would give me access to their brains whenever I wanted. But business owners are busy. They’re running a business! So, I need to take the info I’ve gathered from them in the past and look at it again. Look at it from someone else’s point of view maybe. Turn it upside down, I don’t know.

Or maybe it’s time for another 30 or 60-minute session with my clients…to gather and record new information. Sometimes I feel like I’m bugging them. Sometimes I feel like they don’t feel that their advertising is as important as I think it is. Of course, my worry is probably unwarranted.

Radio Ad Writing

The thing about “quality”…is that it’s not good enough. Anybody can be quality. It’s when you rise above quality that allows you to shine. I always want the ads I write to kick quality’s butt.

All of my worries are because I have a tendency to push towards perfection. Which I think is a good thing for my radio clients. It just tends to give me extra anxiety that I’m not sure I’ve learned how to deal with. So, maybe I should pull the reins back a bit and not get so crazy.

Good Radio Ad Writing Doesn’t Come With The Snap of Your Fingers

Instead of waiting for the perfect idea to pop in my head, I need to just start writing. Write, damn you! And it’s amazing once I start writing…better ideas follow. The only problem is that I forget to just start writing sometimes. Or maybe I’m not in the mood to write. I’m going to make a sign to hang in my office cubicle. It will say, “Just start writing, man!”

If my Sales Manager, Rick reads this…I’m sure he’ll be curious about whether I follow through. Oh, and Rick…sorry I’ve been sick recently. My viral illness spiraled into a painful case of pleurisy. But when the pain meds kick in…I’m fine. So, I’ll be writing today. Writing and helping out with laundry. The cool thing about being sick and “laid up” for a while is that it’s like a vacation for the brain. Once you start feeling better…you get a burst of energy and ambition. I’m hoping that time is today for me.

I know my radio ads help a lot of businesses grow and increase sales. I just want them to know that because I care and respect their investment so much…it turns me into the anxiety-ridden perfectionist sometimes. My radio ad writing comes and goes in flurries. Not sure if that’s the best way to “do this” though. So, the advice I’m giving myself today is, “Just start writing, man!”

As a business owner…if you feel your advertising people may not have conflicts like mine at all…or if you feel they may not be putting as much care and thought into your Sioux Falls advertising efforts, I hope you’ll reach out to me. I’d love to create something great for you. It’s not about the radio station or wherever you decide to advertise. It’s about the word in those ads. It’s about the emotions and pictures you can paint for people with radio ads. Great radio ad writing can make wonderful things happen for your business.

That’s all for now. Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

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One comment

  1. Rod Schwartz · November 24, 2013

    Duane,

    You might be interested in a new group we’re going to be starting soon at Radio Sales Cafe, an ad critiquing group, intended to help members receive and give feedback on commercials prior to presenting them to clients or airing them.

    You are not alone in the situation you describe in your post today. Your advice to self is sound. Starting is the hard part. The breakthroughs will come by a process of elimination and substitution as you review what you’ve written, but this presupposes that you actually start to write.

    Here’s a but of inspiration for you:

    https://www.youtube.com/watch?v=zLBEFvMkQCo&feature=youtube_gdata – Video Tube for YouTube – iPhone/iPad

    Happy Thanksgiving!

    Rod Schwartz Grace Broadcast Sales

    Finger-typed from my iPhone.

    Like

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