When writing radio ads, the details are everything. The difference between an ad that fades into the background and one that sticks in a listener\u2019s memory often comes down to one thing \u2013 specifics. <\/p>\n\n\n\n
Vague statements like \u201cwe care about our customers\u201d or \u201cwe have great prices\u201d are forgettable. They’re wallpaper. They\u2019re limp and useless. But say, \u201cWe answer the phone in three rings, even on Sundays,\u201d and suddenly the listener sees it, believes it, and remembers it. Specifics build credibility. They paint a picture. They give the brain something to hold onto. <\/p>\n\n\n\n
When writing for the ear, generalities slide right off. But details? Details dig in. They light up the senses. The sound of tires crunching gravel as someone pulls into their driveway. The smell of bacon on a Saturday morning. Say \u201c2:13 a.m.\u201d instead of \u201cthe middle of the night.\u201d Those small touches invite the listener to feel<\/em> the ad, not just hear it. <\/p>\n\n\n\n People don\u2019t remember generalities or trite phrases. They remember moments. So, give them moments \u2013 real, colorful, sensory moments. That\u2019s where emotion lives. That\u2019s where trust is built. <\/p>\n\n\n\n Radio is a theater of the mind. You must paint a picture. If you want your ad to be listened to and remembered, don\u2019t aim to be clever. Aim to be clear, bold, and tangible. Give your audience something they can see, smell, hear, or feel. <\/p>\n\n\n\n Pull up a sampling of past ads you\u2019ve written \u2013 you\u2019ll probably notice they could use a lot more \u201ccolor\u201d. Start writing more specifically<\/em> \u2013 today. If you\u2019re short on specifics to work from, go ask your clients better questions (remember last week\u2019s article?), and get the details you need to create better ads! <\/p>\n\n\n\n Generalities and vagueness are forgettable. Specifics are sticky. Make your message stick. <\/p>\n","protected":false},"excerpt":{"rendered":" When writing radio ads, the details are everything. The difference between an ad that fades into the background and one that sticks in a listener\u2019s memory often comes down to one thing \u2013 specifics. Vague statements like \u201cwe care about our customers\u201d or \u201cwe have great prices\u201d are forgettable. They’re wallpaper. They\u2019re limp and useless. […]<\/p>\n","protected":false},"author":2,"featured_media":2351,"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":"When writing radio ads, the details are everything. The difference between an ad that fades into the background and one that sticks in a listener\u2019s memory often comes down to...","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-2350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting"],"yoast_head":"\n