A while ago I taught my Guaranteed 5-Step System For Creating Radio Commercials That Get Results to members of the Hawaii Association of Broadcasters.
Much of this workshop focuses on teaching 20 different, unique styles of commercial “headlines” — the opening lines that determine whether or not the targeted listener will keep listening to the commercial message.
As I teach in this seminar, the opening line of a radio commercial is “the commercial for the commercial.” It is your one chance to attract and hold the attention of your targeted consumer.
Here are two of the headlines the attendees came up with.
One for a anti-smoking campaign: “If you don’t stop smoking, you’re going to start accessorizing: Iron lung, wheelchair….”
And the other for Viagara: “Are you a gigolo with too much low?”
Do your commercials begin in a way that forces your target audience to listen?
