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Direct
Response Radio Samples
Click
to play or to download to your hard drive, right
click and SAVE AS...The Demos below are for Direct
Response Radio. For Brand and Retail Advertising,
visit our radio creative demos.
DR
Radio Demos
Direct Response Writing for
Success
We understand that
writing for Direct Response requires a different
approach as compared with regular retail radio
advertising or developing a brand and image.
While some of the same key elements are required
for any successful radio campaign, here are some of
essentials we believe each direct response radio
script needs:
- Speak to
the heart of the listener with a
clear purpose to "solve the
problem" they are having.
- Present the
unique benefits of your product.
You may have a product that is
similar to your competitor(s),
but you must present a unique
characteristic that sets you
apart for utmost success.
- A strong
part of your uniqueness can be
and should be your offer (free
trial, special discount, risk
free incentives, low introductory
price).
- Refer back
to the benefits of the product
later on in the script. Repeat
the offer in the CTA (Call to
Action).
- Don't
mention phone numbers until the
end of the script in the CTA. The
final 15 to 20 seconds should
include the phone number 3 times
with added urgency given in
relation to your unique product
offering. This also makes
production efficient when
producing multiple spots with
different phone numbers for
testing.
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 Recommended
Reading:
Direct Response Radio: The
Way to Greater Profits with Measurable Radio
Advertising
by Brett Astor
(Author)
-- -Jeffrey Small (Author)
Visit our main
demo page for more audio samples or for price options contact
us
explaining the area you're interested in: radio copywriting, voice overs, radio
feature production, commercial production, web audio or narration.
Direct
Response Writing Styles - Radio vs Print
by Dan O'Day (http://www.danoday.com)
Are you using a Direct Mail
writing style in your radio commercial?
Those two media require different writing
styles. Yes, they are both Direct
Response, but they work differently.
In a crowded tavern, when you want a
refill you might yell, "Hey, another
Molson over here!" In a refined wine
bar, however, you might signify your
desire by lifting a finger and arching an
eyebrow.
Am I suggesting that radio somehow is
more "refined" than Direct
Mail? No. But it's more personal. It's an
attempt to engage the targeted consumer
in a conversation -- literally. Even the
best-written print piece can accomplish
that only figuratively, not literally.
You can shout more in a print ad -- big,
bold headlines; extreme graphics, etc. --
because the reader controls the reading
experience.
Yes, a print ad or Direct Mail piece can
be designed in a way to maximize the
likelihood that the reader's eyes first
will be attracted to the photo, then to
the headline, then to the glowing
testimonial. But the reader still
maintains the ultimate control and can
ignore the graphic or the guarantee and
search out the offer or whatever they're
most interested in.
But to hear the sales message delivered
by a radio commercial, the targeted
consumers must listen in the exact order
that you are presenting the information.
If they don't like the way you're
talking to them -- due to your tone of
voice, style or speed of delivery, or --
worst of all -- because your message
seems irrelevant to them -- then they
will tune you out and never hear the rest
of what you have to say.
So to begin your spot with something like
"Weight Loss Recruits Needed!"
is to begin not by talking to your target
audience about something they care about.
Instead, it begins by shouting at them
(or "announcing" to them). |
Excerpted
from The Dan O'Day Radio Programming Letter
Copyright 2004 by Dan O'Day. Reprinted by
permission of the author.
FREE SUBSCRIPTION: http://www.danoday.com/free.shtml
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