Effective radio ad, that is. That’s what you want. You’re spending money on the ad. You want a return.
So, stop. Forget, for a moment, strategy and creativity.
Put aside the thought of a media plan, so marvelous in its ingenuity, that it was conceived in a bathtub, and midwifed with “Eureka!” Discard the baritone voice-over singing your business’s jingle. Pack away the SFX of a spaceship landing, and its alien pilot demanding, “Take me to your product”.
Rather pull out the book of quotes you got for your birthday, and read, “A problem well stated is a problem half solved”. And on the next page, “If I had one hour to solve a problem, I would spend 55 minutes diagnosing the problem and five minutes solving it”.
So, sit down, with a cup of tea and a biscuit, stroke your chin, and identify your business's challenge.
Maybe it's...
“People think I’m more expensive.”
And yes, you are more expensive. Certainly, more expensive than El Cheapo’s General Merchandiser right next door.
But you know what? There’s a virtue in that problem.
“Yes, I am more expensive because I offer superior customer service, tailor-made solutions, and solid after-sales support.”
And, with that well-stated proposition, that’s the start of your effing great radio ad.