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Tips On Writing Good Direct Response Radio Ads

Updated on September 12, 2007

Secret Keys To Creating Great Direct Response Radio Ads

Direct response radio ads only come about from using time tested and proven strategies. There is no mystery, and it’s not about luck. You want to be sure that you consider who your customers are, what the company is offering, and also who the competitors are. By brainstorming, you start the creative process. You start to think about all the alternatives. Then, you narrow down all of the alternatives into a shorter list that you think could produce the best results.

In direct response advertising, you also want to remember to test. Testing is important. Without testing, you could be losing money, and lot’s of it. How do you determine if your direct response radio ad campaign is successful? Profits. Awards and certifications or popularity don’t mean a thing, if your bank account is ZERO. Your profits determine how successful your direct response ads are.

Ask yourself this question; Does the advertisement elicit response that comes in the form of cost per lead and the cost per order and does that, then result in that customer or business acquiring the most profits?

Contrary to what you may believe, great direct response radio ads are not made of the best voiceover talent. This is what most people believe that will sell the most. From testing, it has been proven over and over again, that a call to action yields the best results. Yes, production value can enhance your direct response radio ad. Yes, you should try your best to use a good product value set up, but sometimes production value can also distract from the message. Don’t make it too perfect. It will bore your listeners.

Production value should add to the message, not the other way around.

Another point to great direct response radio ads is to make your offer unique. If you’re like the thousands of other companies offering the same old stuff, people won’t have a reason to buy. Be creative, but be clear.

Lastly, make sure you give the listener an answer to the “what’s in it for me?” question. Ads, no matter if they are direct response radio or in print, have to answer that question. If they fail to answer the question, they will fail to get the profits. If you use those 60 seconds of radio air time in any other way, you are just wasting, time, energy and money.

Anthony Coyne

Direct Response Copywriter


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    • profile image

      Direct Response Advertising 

      8 years ago

      How do you do testing on radio ads? A/b-style for response? I know that it would be hard to measure the real effectiveness of a live ad, since people aren't going to necessarily respond right away.

    • profile image

      Online Supplies 

      10 years ago


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