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Wray Ellis.
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Article
Spotting a Dud
Date:
2011-11-29
Bad commercials are everywhere. It staggers me to hear such rot on the air - when there's a very easy way to tell IN ADVANCE if a radio commercial will work or not...
Look at the call to action. What does it tell the listener to do? If the commercial's call to action offers the listener a choice - like: "call the phone number OR visit the web site", this commercial is a dud. The writer failed to determine the spot's goal. Without a goal, you can't measure success - or in this case, failure.
An effective radio writer NEVER gives the listener a choice. WE decide what the listener must do for this commercial to achieve our client's goal. It's not about being clever or funny. It's about setting a goal and writing a script that will achieve it.
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Spotting a Dud
Bad commercials are everywhere. It staggers me to hear such rot on the air - when there's a very easy way to tell IN ADVANCE if a radio commercial will work or not...
