Direct Response Radio Advertising Checklist

The basics of effective broadcast copy are exactly the same as those of all good direct response copy. Stringent time limitations impose the rule of "clarity." 200 hundred words in 60 seconds.  The listener/viewer must get the details of your offer and required buying action in literally seconds for most formats.

Clarity means a full, honest description of your product or service, a clearly stated offer . . . Clearly stated obligations, limitation or disclaimers . . . And clearly and repeatedly stated action and/or ordering instructions.

For Direct Response Radio, the methods of production include the personality ad-lib, the announcer-read copy and studio produced tapes.

Things to Remember:

• Your opener must be attention grabbing.
• Followed by the benefits.
• Followed by information about the product.
• The end should be devoted entirely to calls to respond and to specific details of the offer and response mechanism.
• Depending on the product offer, a bonus can be offered for prompt response or cash with order.

Tips for better DR Radio:

• The copy should be written in a conversational style so that it is visually and conceptually clear through words and sounds.
• Involve the audience and capture and excite their imagination.
• Stay with one strong, central idea.
• Write to your target audience.
• The commercial should sound like your prospects speak.
• Set the mood for your product based on how you want the listener to hear and react.
• Remember your mnemonics, those words, music and effect that can register in your audience's mind.
• Get your audience's attention fast.
• Clearly identify your brand.
• The product name should quickly and easily register in the audience's mind.
• Avoid overwriting and crowding your commercial with too much copy.
• Make sure your appeal is clear.
• If your message is news, make it sound important.
• Keep a friendly tone throughout the message.
• If you're using humor, make sure it is really funny.
• Include a strong call to action to make the audience do something.
• Use repetition to reinforce your message and offer.