Direct Response Radio Advertising Must Answer Just One Question

One of the best ways to keep your direct response radio advertising campaign on track during the writing process is to simply imagine that you are writing the message to be heard by just one person who might be interested in the product or service that you are advertising. Now imagine that this person is actually sitting across from you as you write the commercial. They are wearing a t-shirt with the acronym “W.I.I.F.M.?” plastered across the front of their shirt. The arms of your prospect are folded signifying to you that they are not yet convinced of the merits of your product. Your job in writing the radio commercial is to paint a picture in this person’s mind in just sixty seconds about how your product or service will benefit them personally and do it with such power that upon hearing the radio spot, your stubborn friend will immediately unfold their arms, drop them to their side and lean forward in their chair to hear more about what you have to offer.

The letters on the shirt of your prospect stand for the most important maxim of any advertising campaign namely – “What’s In It For Me?” We must always remember in the writing of radio advertising copy that the prospect has a choice to “tune us out” at any time. They are bombarded with thousands of messages every single day and they have the capacity to filter which messages they will really listen to and which one’s they will ignore. Therefore, if the commercial does not focus on the product’s unique buying opportunity, there is little chance that it will move the listener to take action.

The Unique Buying Opportunity is really the main thing that differentiates the product from it’s competition. And remember, when writing about it, it must be stated as a benefit and not just as a feature. Simply put, a feature is what it is; a benefit is what it does. Features don’t move listeners…benefits do. Therefore, a well-stated benefit does a better job of answering “W.I.I.F.M.?” and moves the listener to take action. Where we usually stumble as writers is that in an attempt to tell our audience what’s in it for them, we state advantages as features and features do not prompt a listener to take action.

Remembering “What’s in it for me?” is the best free Advertising Copy advice I can provide to make your next direct response radio advertising campaign a success!

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