A great post about radio copy lengths.
Get clients to buy solutions – not durations.
My job as a radio advertising copywriter, in a nutshell, is this. Write radio advertising copy that translates into audio, that sells the client’s product or service. My job is not to entertain the audience, although I always hope that some of the ads I write will entertain. I want the client to be remembered (for the right reasons) and I want the ads to motivate the listener to action. The programming staff also want me to make sure that the listener doesn’t turn off their radio, or switch stations, because my ad has irritated them
To do the job properly how long do I need?
It varies. Research such as the Ironing Board and Jigsaw studies showed that people remember longer and more creative ads better. But if you have shorter ads you can “replay” the longer ad in the mind of the listener. So sometimes I suggest a…
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