{"id":2298,"date":"2026-08-18T22:30:39","date_gmt":"2026-08-18T22:30:39","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=2298"},"modified":"2026-08-30T17:34:33","modified_gmt":"2026-08-30T17:34:33","slug":"one-ad-one-job","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/copywriting\/one-ad-one-job\/","title":{"rendered":"One Ad. One Job."},"content":{"rendered":"\n<p>One of the hardest parts of writing a great radio ad isn\u2019t deciding what to put <strong data-start=\"546\" data-end=\"552\">in<\/strong>.<\/p>\n<p data-start=\"558\" data-end=\"611\">It\u2019s having the guts to decide what to <strong data-start=\"597\" data-end=\"610\">leave out<\/strong>.<\/p>\n<p data-start=\"616\" data-end=\"743\">Especially when you\u2019re writing a branding ad \u2013 one designed to make a business known, liked, trusted, and remembered over time.<\/p>\n<p data-start=\"748\" data-end=\"898\">Too many radio ads try to accomplish six things in 30 or 60 seconds. And when an ad tries to do everything, it usually does nothing particularly well.<\/p>\n<p>I recently read an article by storytelling coach Phillip Humm that offered a wonderfully simple formula for telling a short story: one character, one challenge, one specific moment, and one clear takeaway.<\/p>\n<p>That translates beautifully to writing radio ads.<\/p>\n<p><strong>One Character.<\/strong><br \/>Give listeners someone to identify with. Your customer. The business owner. The frustrated homeowner standing ankle-deep in something they really don\u2019t want to be standing in.<\/p>\n<p><strong>One Problem.<\/strong><br \/>Don\u2019t try to solve everything the business does in one commercial. Pick a problem people actually care about (or can relate to) and build the ad around it.<\/p>\n<p><strong>One Specific Moment.<\/strong><br \/>Don\u2019t say, \u201cWe offer emergency plumbing service.\u201d<\/p>\n<p>Say, \u201cIt\u2019s 2:13 in the morning and water is coming up through the basement drain.\u201d<\/p>\n<p>Now I can <em>see<\/em> it. That&#8217;s powerful.<\/p>\n<p>Specifics are sticky. Generalities slide right through our brains like a greased watermelon through our hands.<\/p>\n<p><strong>One Big Idea.<\/strong><br \/>When the ad ends, what ONE thing do you want the listener to remember?<\/p>\n<p>Not six things. One.<\/p>\n<p>That doesn\u2019t mean your client only gets to talk about one thing forever. Write another ad. Then another. Over several commercials, you can tell a much bigger story about the business.<\/p>\n<p>But each individual ad should have a job.<\/p>\n<p>And if you give one radio ad twelve jobs, don\u2019t be surprised when it doesn\u2019t do any of them very well.<\/p>\n<p>Before you send your next script to production, ask yourself:<\/p>\n<p><strong>What is this ad\u2019s ONE job?<\/strong><\/p>\n<p>If you can\u2019t answer that, your ad probably isn\u2019t finished yet.<\/p>\n<p>Better ad writing makes your clients\u2019 money go further and work harder. Don\u2019t they deserve a little more of your time \u2013 and an ad that does its ONE job really well?<\/p>\n\n\n\n<p>Duane Christensen<br>Ens Media<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small.png\"><img loading=\"lazy\" decoding=\"async\" width=\"563\" height=\"750\" src=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small.png\" alt=\"\" class=\"wp-image-2299\" style=\"aspect-ratio:0.7507015377707936;width:112px;height:auto\" srcset=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small.png 563w, https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small-225x300.png 225w\" sizes=\"auto, (max-width: 563px) 100vw, 563px\" \/><\/a><\/figure>\n\n\n\n<p><em>If you\u2019d like to learn how our\u00a0<span style=\"color: #0000ff;\"><strong>SoundADvice<\/strong><\/span> program can help your entire Radio sales team open more doors, protect more clients, and create more revenue, email me at duane@ensmediausa.com to request more info. We&#8217;ll send you the important details ASAP. And it costs less than 3 lattes a week.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/SoundADvice-logo-from-guide.png\"><img loading=\"lazy\" decoding=\"async\" width=\"259\" height=\"118\" src=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/SoundADvice-logo-from-guide.png\" alt=\"increase radio revenues\" class=\"wp-image-2308\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>One of the hardest parts of writing a great radio ad isn\u2019t deciding what to put in. It\u2019s having the guts to decide what to leave out. Especially when you\u2019re writing a branding ad \u2013 one designed to make a business known, liked, trusted, and remembered over time. Too many radio ads try to accomplish [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[565],"tags":[],"class_list":["post-2298","post","type-post","status-publish","format-standard","hentry","category-copywriting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>One Ad, One Job: Write Better Radio Ads | ENS on Sales<\/title>\n<meta name=\"description\" content=\"Great radio ads don\u2019t try to say everything. 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