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. From
the start, your commercial needs to be about the listener, not the
product. Don’t take
this personally, but people don’t care about your product - they only
care about meeting their own needs and desires.
- Present the
unique benefits of your product in regards to how it solves the
listeners problem. You
may have a product that is similar to your competitor(s), but you must
present a compelling unique characteristic that sets you apart for
utmost success. At
the very least, talk about something that your competitor is not
talking about. Products
may be equal, but the advertiser who communicates a unique benefit will
set themselves apart.
- Make a strong
offer. A special
‘limited time’ free trial, discount, risk free incentive, or low
introductory price. You must communicate the idea that if people do
not respond to your offer immediately, they will pay too much
later or miss out.
- Refer
back to
the benefits of the product later on in the script after drawing in the
listener on a personal level after stating the offer. Repeat the offer
in
the CTA (Call to Action).
- Your Call
to Action should be focused. A
phone number repeated, or a website.
Not both.
Don’t give listeners an option to
call or go to a website. The result will be fewer responses. Listeners should only be
given one clear call to act.
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Contact Us with your Questions or Details of
your Campaign.
 Recommended
Reading:
Direct Response Radio: The
Way to Greater Profits with Measurable Radio
Advertising
by Brett Astor
(Author)
-- -Jeffrey Small (Author)
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demo page for more audio samples or for price options contact
us
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