"Do you write the commercial?" "Can you say we have really great customer service?" Those are two of the most common questions I get regarding copy writing radio commercials. While both are all legitimate questions when it comes to the message you'll be sending out over the air, they have pretty simple answers. Your business needs to cut through the clutter and get through to the masses; and, after all that's what good marketing is all about.
"Do you write the commercial?" Why yes, we do. However, we'd love you to help! The honest truth is while we have experience and training in marketing and copy writing, nobody knows your business better than you. Input and constructive criticisms are what make a good commercial a GREAT commercial. So, next time you're ready for a copy change give it a try, there is no harm is starting a draft. Just remember, like most rough drafts you’ll need to be open for changes.
"Can you say we have really great customer service?" Absolutely! But, so can eighty other businesses just like you. Dig deep and find that one thing that sets you apart from your competitors, that's what you should be focusing on in your campaign. People need to know what only you can offer them, so make it easy and tell them on air. If you don’t answer the simple question “what’s in it for me” then why should they respond.
The best advice for copy writing however, is the easiest. It’s only a conversation. Think of it as just another conversation you would have if a customer walked into your store and asked why should I buy from you. Don't get caught up in how you "think" a commercial is supposed to sound. Marketing plans are personalized to each individual business so why wouldn't the copy be? Your business has unique selling points that no one else has, you jut need to tell people about them.
--Maggie Sparks
