subject: How To Identify A "good" Radio Commercial Before It Airs [print this page] HOW TO IDENTIFY A "GOOD" RADIO COMMERCIAL BEFORE IT AIRS
by Dan O'Day
A Loyal Reader Asks:
"How do you determine what is good advertising before it airs?
Who can't say That was a good commercial' after it has aired and accomplished or surpassed its goal?
If entertainment value is not a definitive element of a good ad (you won't have any argument from me there), then what are some sure-fire elements of a good spot?"
While you cannot absolutely guarantee that any given commercial will be a success, there are certain elements that will maximize the likelihood of the message delivering the desired results. Those elements include:
* A single, clear, concise core message (vs. a "shotgun" approach that delivers a multitude of messages in the hopes that one of them happens to appeal to the targeted consumer)
* Attracts the attention of the target audience from the very beginning of the spot
* Talks to the targeted listener about something of interest to that listener (vs. the all-too-typical spot that talks about the advertiser).
* Solves a consumer problem
* Utilizes the natural language of the targeted consumer (not advertiser-speak)
* Involves the listener in the sales message
* Allows the listener to see himself enjoying the benefits of the product or service being advertised
* Utilizes "characters" with whom the target audience can identify. (Note: If it's a solo voiced "announcer" spot, the person speaking is a character.)
* Delivers a compelling Unique Selling Proposition. The "U.S.P." is the answer to the question, "Why should I spend my money with your enterprise rather than with your competitor's?"
* Paints pictures that deliver the sales message
* Tells an instantly attention-focusing story that is intertwined with the sales message
* Tells the listener exactly how to act on the sales message
* Motivates the listener to act by including a genuine deadline beyond which this irresistible offer no longer will be available
* Uses few enough words to allow the voice talent to deliver the sales message effectively, without rushing
* Uses music and sound effects only if they enhance the effectiveness of the sales message. (Slapping on a canned music bed to run underneath the voice track rarely accomplishes this.)
* Airs with enough repetition to enter the consciousness of the targeted listener
Will any or all of the above guarantee the effectiveness of any particular commercial? No.
