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

Polished Radio

There are a lot of good radio voices that can make a bad script “sound” like a good ad.  They buff it and polish it.  But what’s the saying… “You can’t polish a……”

The polished ad sounds good.  It sounds like a great radio spot.  But if it doesn’t move the meter for your business, what good is a polished ad?  So what does a non-effective, polished ad consist of?  It’s usually filled with:

Clichés

Lots and lots of clichés.  Like

“Your ____ headquarters”

“For all your _____ needs”

“Quality is job one”

Predictability

Predictability gives our brains permission to ignore things.  Don’t you want your ads to get attention…and keep it?

No new information

People love to learn new things.  They’d also love to know WHY they should do business with you instead of your competition.  So share some good reasons to visit you.  Something they didn’t know.

Empty words

Empty words are words that don’t mean anything anymore (in the advertising world).  Like BEST, SERVICE, and QUALITY.

Yes, I know you ARE some of those words, but they don’t mean anything to a listener.  Internally, you have to PROVE that you are what you say you are.  And in your advertising, you have to SHOW them how you are those things.  If you believe you have better customer service than your competition, then tell listeners a specific true story about how you delivered excellent customer service.  Paint them a picture that they can believe.

Listen a little closer to your polished advertising.  Make sure you’re not saying the same un-meaningful things that your competition is saying.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.