CAPS, Bold, !!! … — !

Quick Easy Tips… How to Write BETTER Ads!

I learned a long time ago and have preached for many years that one of the most important elements in successful advertising is the “MESSAGE”! When teaching and preaching radio advertising, I start with these rules:

• People don’t dislike ads, they dislike BAD ads! AND…..

• NO ONE listens to your radio stations for the ads; we must make them “HEAR” the ads…

Why are most ads … BAD ads? The main reason is that the announcer is simply reading the scripts as they are written, Bland and BORING with a capital “B”!!!

Are your ads written in proper English, using perfect grammar and punctuation OR… do you write them (and produce them) like people really speak?  I could talk for hours on how to write and produce ads that work, (it’s one of my favorite subjects) but today I am speaking directly to the elements (CAPS, Bold, !!! … —) of the script!

Nine times out of ten, scripts are written in normal script style with proper sentence format and near perfect grammar. Unfortunately, that is exactly how the announcer reads it. Again — BORING! STOP Doing This!!!

If you want a healthy or … pregnant pause, use … or —. If you want emphasis on a certain word …. use all CAPS and/or BOLD type and certainly use !’s. If the word needs EXTRA emphasis, !!! is better than ! or !! And, never… NEVER write a full script in ALL CAPS – but a single word HERE and there is O.K. !

These little tips will help announcers voice and produce BETTER ads! Your announcers will appreciate it – your listeners will like it – and…your CLIENTS will LOVE IT!!

Better ads get better RESULTS! Great Ads – Get GREAT RESULTS!!! And, Great Results nearly always equal – Longer Term Business and BIGGER $$$’s!

If you would like help training your team on how to write GREAT ADS, we provide half day and full day workshops on this exact subject!!! To visit about this workshop – CONTACT ME…—!!!