Most 60 second radio ads are jam packed full of more junk than an episode of Hoarders.
Advertisers try to say everything they can in a time span of 60 seconds. To capture the attention of your listener you must narrow your focus, your listener is driving their car while texting their friends, engaging in activities or staring off into space thinking about anything but you.Here are 7 ways to turn an average 60 into a powerful 30:
- Look for multiple ads in your existing 60. How many benefits do you offer? If you have more than one you need to write more than one ad.
- To pop your listener out of la la land you must open with a powerful first mental image. Use a verb and open with a vivid benefit to the listener.
- Choose a last mental image, the desired action you want the listener to take.
- Eliminate redundant words or ideas. Usually 60’s are saying the same thing over and over. Just pick an idea and go for it.
- Whack the modifiers. Make your point. Adjectives are the mark of a weak writer.
- Amplify the verbs, if you’re going to hoard be a verb hoard.
- Delete conjunctions when possible.
Clear and concise is always better, if you can use this chainsaw of techniques to cut your longwinded, average 60 into a 30 go for it, you’ll gain the attention of your listener and your radio ad will start working much better.
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