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Effective Radio
Advertising
Is Only As Good As The Copy That Is Written For It.How good does the copy have to be? Pretty damn good if you ask me, and am I biased? Whether you are looking at influencing someone to alter their lifestyle, or perhaps you have a once-in-a-lifetime offer that’s too good to refuse, or maybe you have a thingamajig with a unique ‘must have’ quality. Whatever your mode of radio advertising, the copy has to work. Is Not Written By AmateursCheck the radio industry ‘Wanted’ ads . There are plenty of vacancies in the sales area. The job titles vary – account executive, sales manager, traffic manager. All sound pretty schmick, but in the duties required, you’ll more likely than not see that script writing is part of the job. Now I’m not saying there aren’t any sales reps out there without some creative talent. After prospecting and tying down a client, discussing a campaign, agreeing on an appropriate rate and all the other fiddly bits that go with sales, at the end of the day most have to sit down and write a script. The most important part of creating an effective radio ad, is almost an afterthought. In many of the smaller regional stations, the job goes to the receptionist, to the announcer between talk breaks, to whoever has five spare minutes. Not the best formula for an effective radio ad. Is Only One Click AwayMy name is Tony Fogarty, and I am a 43 year old radio copywriter. I don’t do TV, or print, or billboards or any other media. I only do radio. No matter where you are in the world, if English is your language, I can paint pictures with it. Why? Because I think radio is by far the best medium to sell a product or service. There are so many arguments as to why radio works, and since you are here, you have probably heard them already, so I won’t rave on. Radio had always been my first love, and as an announcer, and later as a copywriter, I have lived my dream. I am no longer employed in the industry as such, but I still want to write ads, and get a buzz when I hear my ad on the radio J Send me your copy plan, and let me write your ad….ads J, and make radio work for you. !5, 30 or 60 second ads…no problem. Until I become established in this ‘new’ medium, the internet, rather than have a rate card, I am happy for YOU to decide what my scripts are worth. Let me write your ad, and if you use it, then you decide how much you feel it is worth. If you don’t use it, then you haven’t paid for nothing. Of course, this is to a very large degree an honor system, but I trust you and I really do have to pay for this laptop some how. J Please email me at geetee2@aol.com with your copy plan. All I need at this stage is a 24-hour minimum deadline, and I will send you my script, complete with production notes and suggestions for characters. I also ask that you ensure all the relevant info is there, including the subject's street address if appropriate. My preference is not to use telephone numbers in ad
copy. They take up so.o.o.ooo
much time to say, and you have to say them at least three times, and five
minutes later, they are forgotten anyway. Most radio listeners don’t have a
pen and paper at the ready, but if you say you are at
Feel free to include any other ideas or thoughts or special requirements you have for the ad! So what are you waiting for? Oh, you'd like to see a sample! Please, here is sample of a 60 second spot and here you'll find a 30 second spot. It will cost you nothing to try me out, unless you use my script, and I am orderable at my order page, or please email me. And by the way, I will quite happily pass on the copyright of the script to you, the client. Thank you for visiting my site, and please, tell your industry buddies, I am ready to right..er…write J Kindest Regards Tony Fogarty |
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