How to Write a Radio Ad

www.writewaysol... -- If you need a template for writing an effective radio ad or commercial, here's one from ProFlowers.com that incorporates several essential elements of direct-response marketing.

[@petermorley3910]

You make some good points - and I don't doubt that Proflowers gets return on investment with this type of ad - but I can tell you as a 31 year major market commercial production director, that this is an example of a radio commercial that annoys more listeners than it attracts. The voiceover is professional but over-pronounced, not natural. The whole vibe of the spot is hype - borderline scam. In fact - it IS a scam - because when it says "the only way to get this deal is to enter the secret code blah blah blah", that's a lie. There are several secret codes and therefore several "only ways". During a given Proflowers radio schedule (like Valentine's or Mother's Day) multiple versions of this same spot would air on THE SAME STATION - because different barter arrangements or show hosts will have separate "secret codes". As a result the station's primary listeners, or P1's will soon get wise to the fact this is a come-on. There are much better ways to do radio commercials. Making an authentic emotional connection is the best way - conveying in an entertaining and/or engaging fashion how the product or service will improve the listener's life. This Proflowers spot exudes nothing more than "we want your $19.99 and we want it fast!"

[@AndyRenk]

Tom! Love this! I imagine that this formula would work for landing pages as well?

[@annettedrapeau553]

I would prefer this for a landing page. On air, its just too long. It loses my attention to be honest. But yes.. It does have it's strong points too. Clear and precise and to the point.

[@annettedrapeau553]

Actually, I agree with Peter.

[@ethanliau7241]

What a long ad