If you want to say something important to someone, something that will actually be registered, you never go, “Look: I need you to know seven things.”
It’s one. That’s the one thing I want my freelance copywriting clients to know. Even URL’s are less important than your message. People will find you by name.
The ideal radio ad script: one idea, persuasively put, with personality. Terry O’Reilly, Canada’s marketing guru as well as a legendary advertising copywriter and radio advertising expert, says it should be 70-75 words. But most radio ads you hear have around 90 or more, which is a big reason why they don’t stick.
They’re rushed. And they try to “smooth things out” with too much music and musical “stingers” that you hope will be associated with your name. But unless you have a gigantic budget for repeated listenings, those stingers won’t sting.
Advertisers who want people to remember too much in an instant will be instantly forgotten.
We remember people by something they did or said or wore that was distinctive or even unusual. Radio ad copywriting should try to do the same thing. What will you say that makes you memorable? Let’s find that out together.
Freelance Copywriting. This tiny award-winning winery in Vancouver island wanted ads that sounded like nothing on the radio, and that reflected their no gift shop, no tour buses, it's all in the bottle mentality
Poolhouse Agency. Copywriting for this fast-growing automotive family.
Roche Macaulay and Partners. Copywriting. This and other radio ads were created for the launch of their flagship New York City store.
MISTER SAFETY SHOES
Freelance Copywriting. With this great client, I created this now long-running campaign for the independent retailer that's grown to 28 stores across Canada.
Roche Macaulay and Partners. Copywriting. This radio ad promoted the Zoo's record-setting launch of Splash Island.
EINSTEIN BROTHERS BAGELS
Roche Macaulay and Partners. Copywriting. These radio ads for a courageous client -- their food was kind of daring and weird, so the ads couldn't be anything less -- led to a17% increase in sales in a few weeks. The one idea here? Unusual.
COUNCIL OF ONTARIO UNIVERSITIES
Manifest Communications. Creative Direction. Copywriting. The one idea here is that universities contribute a lot.
THE CO-OPERATORS INSURANCE
Roche Macaulay and Partners. Copywriting. Featured on Terry O'Reilly's national radio show.