What Does It Take to Create Good Radio Advertising?

"Creating great radio ads is hard work
and an acquired skill." - Bob McCurdy

Bob McCurdy is the president of Katz Marketing Solutions, the national marketing unit of the Katz Media Group, a division of Clear Channel Communications.

Right on, Bob!

That statement ought to be printed in 60-point boldface type, framed and posted at the desk of every radio advertising salesperson, sales manager, general manager, operations manager, production director, copywriter, producer, and board op at every radio station in America.

Right next to it should be posted a list of cliches* that from henceforth are banned and must never appear in a radio commercial without severe consequences to the perpetrator or perpetratrix.

Creating good radio commercials is painstaking, time-consuming work.

Anyone undertaking the responsibility of writing advertising for a client must understand the fundamentals of advertising. What works, what doesn't, and why. This information is readily available in books, on CD's, videos, online, in the library.

Writing good advertising involves an investment of time for research, to understand the advertiser's customers, as well as his product/service, market, competition.

It involves think-time, before and during the process of writing, editing, tweaking, refining and polishing, spinning words into gold.

It involves choosing an appropriate spokesman. Extensive casting opportunities may be out of reach for many stations, but thought should still be given as to who should deliver the message. Often the advertisers themselves make great spokespeople (I can hear the protests rumbling from the "professional" bench already. Don't bother. I've been writing for and coaching ordinary folks for years, decades really - with consistent, bankable results for the client! It CAN be done. Just takes a little more time, patience, and perseverance, that's all. Want to hear examples? I can provide you with plenty.)

Great production won't compensate for poor copy. If you can't have both, put your money into the copywriting. Great copy always trumps great production.

Invest in improving the quality of your advertising copy for clients and the inevitable improvement in their results will keep them on the air.

It's just that simple.

And because it is, there's no reason it can't be done.

*Cliches that should be forever banned from radio commercials include:

for all your ______ needs
conveniently located at ___________
the friendly folks at ___________
the professionals at ___________
your ________ headquarters
and much, much more
just in time for ________
like never before
the sale you’ve been waiting for
lowest prices of the year/season/ever
it’s that time of year again
we sell the best and service the rest
our service is second to none
our friendly, knowledgeable staff
you heard it right
it’s happening right now
(Season) is right around the corner

Bob McCurdy's article appeared in Media Post's Marketing Daily Commentary.