Content

• Steps
• Part 1 of 4: Video Length
• Part 2 of 4: Types of commercials
• Part 3 of 4: Ingenious and Disposing Ad copy
• Part 4 of 4: Exploring a Product or Service
• Tips

Effective radio ads motivate consumers to take action with actionable words, catchy jingles and sound effects. The author usually has 15 to 60 seconds to grab the audience's attention and provide the necessary information. Striking this balance takes diligence and creativity.

Steps

Part 1 of 4: Video Length

1. 1 Choose the optimal ad duration. Radio advertisements usually last 15 to 60 seconds. In Russia and the CIS countries the average duration is 20–40 seconds, while in the USA it can reach 120 seconds. The decision on duration should be based on the budget available to you, the creative format, and the audience's awareness of your product or service. Unless you have financial constraints, it is sometimes useful to use a series of videos of varying lengths. As you work on your ad copy, read it at a normal pace and make sure it fits within your belt.
   • If the product or service is widely known and the budget is limited, then 15 seconds will be enough.
   • If the ad is a creative story, it will take you 40-60 seconds to tell a story and sell a service or product.
2. 2 Don't overcomplicate short videos. When working on a video 10-15 seconds long, you only need to provide general information about the product or service. If your target audience is already familiar with the product or service, then a short duration will be optimal. In such a short period of time, you need to name the manufacturer of the product or the organizer of the event, the service or product itself, the cost and contact information.
   • A short promotional video contains 30-40 words.
3. 3 Capture the audience's attention for 30 seconds. In this case, the author of the advertising text may not be limited only to general facts and use additional details about your product. Expanded borders allow you to create more inventive and positioning text. You can write a dialogue, voice feedback from satisfied customers, or even a short life story.
   • A 30 second video must contain no more than 80 words.
4. 4 Create a detailed video for 40-60 seconds. This is the maximum duration of an effective commercial in Russia. In one minute, you can convey to potential consumers all the necessary information and sell a product or service. A good writer will have time to attract the attention of listeners, highlight the problem, offer a solution, and ensure that your product or service meets the needs of the client.
   • This duration is optimal for promoting new products and services.
   • A one-minute video should include no more than 125-160 words.

Part 2 of 4: Types of commercials

1. 1 Create a simple "newsletter". This creative format is based on one loud voice. This voice should speak to the listener and communicate, rather than shout out, basic information about a product or service. The text should follow the format - be clear, understandable and centered around the central idea. If implemented correctly, advertising should sound like an appeal to a specific person.
   • In addition to providing general facts, the announcer may ask open-ended questions such as "Would you like to ...?" or "Have you ever ...?"
   • This is the optimal format for short clips.
2. 2 Sell ​​goods and services through dialogue. People enjoy listening to the conversations and dialogues of those around them. In this format, one character articulates the problem, and the second character recommends a service or product as a solution. Product benefits are highlighted with punctuated questions and carefully formulated answers.
   • Problem: "I have an important meeting, but I don't have a suit!" Solution: “I rent suits at _____. It's fast, simple and inexpensive. "
   • Problem: "In the summer, my children just die of boredom!" Solution: “I heard about a new art camp. Arrivals are possible all summer. "
3. 3 Engage the audience with the play-based video. This format gives listeners a glimpse into the lives of other people. A short story provides an opportunity to identify with the characters from the video. If a person sees himself in the advertisement, then he will try to use your service or product as a solution to his own problem.
   • Start the video with an emphasized focus on a specific problem - the listener should try the situation for themselves.
     • "Oh no! My birthday cake is burnt again! What to do? Today is my husband's birthday! "
   • State the essence of the problem and proceed to the informational announcement. The announcer creates context and offers a solution in the form of an advertised product or service, and also communicates the key features of the product.
     • “Don't let minor troubles ruin your holiday. Surprise your guests with a delicious pie from Pirogov's Bakery! Pirogov Bakery offers holiday pies and cakes for any joyful event. "
   • If time permits, return to the first character. Show how the ad solution helped fix the problem.
     • "Honey, this cake is delicious!"
     • "Thank not me, but" Pirogov's Bakery "!"
   • End the video with a call to action.
     • "Come to Pirogov's Bakery today!"
4. 4 Use customer testimonials in your ads. It's important to only use testimonials from real people. The power of a review is not in a competent ad copy, but in the sincerity of the words. Real people are the best ad spokespersons because reviews like these are genuine, honest, compelling, and inspiring. There are several options:
   • Interviewing bystanders on the street about a well-known product or service. Ask why people are using the product and how it has changed their daily life.
   • Ask real people, celebrities, or professionals to recommend a product or service, describing its benefits and uses.

Part 3 of 4: Ingenious and Disposing Ad copy

1. 1 Take advantage of product or service research. Your study of a product or service should serve as inspiration for your writing. The target audience will likely have the same questions as the advertiser. A competent text anticipates the frequently asked questions of the listeners and immediately gives all the answers.
   • Always think about your audience. Carefully check every word, phrase and sentence of your ad copy to ensure that your ad is warmly received by your audience.
   • Provide comprehensive information about a product or service.
   • Clearly state how the product or service will improve life, satisfy a need, or benefit the customer or user.
2. 2 Write simple and engaging text. During commercials, listeners often turn off the radio or turn down the volume. To compensate for such circumstances, authors need to very quickly interest the audience with a short, concise and understandable video. It is difficult to achieve this balance, but the task is doable.
   • Do not try to provide too detailed product or service details in your ad.
   • The text should be simple and accented so as not to drown in the complex and confusing sea of ​​overly creative approach. The product or service should not be overshadowed by dialogue, gameplay, or feedback.
   • View the text through the eyes of an editor. Weigh every word, phrase and sentence. Can you shorten a sentence from 15 words to 6 words? Is such a joke appropriate? Is there a better word?
   • Remember that most radio listeners are behind the wheel of a car. If the music or program has come to an end, they often switch the radio station. Advertising should make them stay on the same radio wave or break through other thoughts that the head is busy with while driving.
3. 3 Use a clear call to action. In addition to a clear, comprehensive presentation of a product or service, radio advertisements should contain a call to action. In other words, it is required to clearly communicate to the target audience what they should do. A call to action can prompt listeners to:
   • buy a product or use a service;
   • go to a sale at a specific store;
   • contact the manufacturer or company;
   • visit an event or institution;
   • watch a specific TV show.
4. 4 Use sound effects wisely. Radio advertising relies heavily on sound effects and music to help listeners visualize a situation. Smart integration of sounds and music with text allows you to enhance and modify your ads. As you work on the text, simultaneously present the optimal soundtrack.
   • Never add music and sounds last.
   • You can also use unusual voices in your ads.
   • For example, if you are selling drinks, the sound of a bottle opening will intrigue listeners. Advertisements for season tickets to the stadium can use the sound of the ball being hit and the noise of the crowd. These elements take advertising to the next level.

Part 4 of 4: Exploring a Product or Service

1. 1 Research a product or service. If you want to create an effective, witty and understandable ad copy, then it is important to research the product or service inside and out. In the process of studying, find answers to the following questions:
   • Why do you need a product?
   • What are the benefits of the service?
   • Who manufactures the product?
   • Which company or individual is providing the service?
   • What is the uniqueness of a product or service?
   • What is the cost of a product or service?
   • Limited time offer?
   • How can interested listeners contact the vendor or service provider?
   • Where can I buy the product?
2. 2 Define your target audience. The tone and content of your ad depends entirely on your target audience. Advertising for children and parents is different from advertising for teens and young people.A nightclub ad is nothing like a life insurance ad. Define your target audience based on the following demographic criteria:
   • floor;
   • race;
   • ethnicity;
   • average age;
   • socio-economic status;
   • location;
   • education;
   • sexual orientation;
   • marital status;
   • occupation.
3. 3 Determine the benefits of the product or service for your target audience. Advertising is the art of convincing people that they need a specific product or service, so radio advertising should provide answers to the following questions:
   • How will a product or service improve life, satisfy a need, or benefit?
   • Will the product or service solve a specific problem?
   • Will it help to brighten up your leisure time?
   • Will make a person fashionable and stylish?
   • Will it help you save time and money?
   • Provide information and valuable skills?
   • Will it help you at work, at school or at home?
   • Will allow you to find new acquaintances?

Tips

• Before recording, consult a professional voice actor to get an idea of ​​how the advertisement will sound on the radio.
• Use the company's branded jingle for the advertised product or service. This way your listeners will instantly recognize the product.
• When determining the duration, remember to consider a couple of seconds for transitional music and disclaimer.
• If the text is too large, then omit the words you can do without.
• If the text is too short, then state other benefits of the product or service.
• Mention the name of the product or service at least three times during the ad. If you listen to the commercials on the radio, you will notice that the names are repeated over and over again in order to firmly settle in the listener's memory and be inextricably associated with the product or service. Even the most annoying ads will be effective as the name is literally imprinted on the brains of your listeners.