Have you followed any of these?

• Rule #1: Don’t attract the listener’s attention. [Ever heard a radio commercial that didn’t command your attention? Make sure your spot doesn’t have the same effect on listeners.]

• Rule #2: Fail to paint a picture. [Radio is a visual medium. Your words create a mental image that inspires and motivates listeners to act.  Words are powerful – choose them carefully.]  

• Rule #3: Be so clever or creative you forget to sell. [A good commercial isn’t one that just makes people laugh; it motivates them to act. Make your message clear. Don’t bury it in a clever idea.]

• Rule #4: Use cliché-ridden copy. [Commercial clichés are trite and empty and don’t communicate anything to listeners. Find a way to say it fresher. It’s worth it.]

• Rule #5: Write way too much copy. [Read your copy out loud at a normal conversational pace and time yourself. If it takes you seventy-five seconds to read it, what makes you think your talent can do a good job with the same copy in just sixty seconds?]