Two Magic Words For Writing Radio Commercials That Sell
Two Magic Words For Writing Radio Commercials That Sell
Go ahead, steal this idea.
It’s proven to sell again and again. Use it and your radio commercials will sell, too.
The idea is summed up in two magic words: “That’s why.”
“That’s why” is so deceptively powerful it’s been the secret copywriter’s trick from time immemorial.
Magicians have the thumb tip. Copywriters have “that’s why.”
Let me spill the beans on how to use this piece of copy magic . . .
THE PERFECT COPY FORMULA
Start your radio commercial with a brief statement that gets the listener agreeing with you. For example, if you’re selling savings accounts, you could say this:
“Millions of people earn a scant half percent interest on their savings account. Is that fair? We don’t think so!”
Your next statement will be your “that’s why”
statement. This should be an immediate knock out blow that takes advantage of the attention you just gained with your opening.
Make it the strongest punch you’ve got. Like this:
“That’s why State National Bank is offering its customers a market-busting 5.1 percent APY on its Customer Appreciation Super Savings Account.”
Then, as shampoo bottles always advise: Lather, Rinse, Repeat.
Repeat your opening in a different way. Turn it into a benefit-oriented statement, like this:
“You don’t have to keep getting ripped off by your bank. We believe your savings account should be a “making” account – making your money make more money.”
Then, hit them with the “that’s why” hammer:
“That’s why when you call 1-8XX-GET-FREE to switch to a State National Bank Customer Appreciation Super Savings Account, you’ll get the guaranteed
highest APY in the industry. Oh, yes, we guarantee it. If another bank offers a higher rate, we’ll beat it on the spot. Your savings account at State National Bank will always make more money than any other bank’s savings account – guaranteed!”
Now, keep piling on. If you truly have something of value to offer your prospect, this formula will not get old. So do it again . . .
“Don’t you think it’s time your savings account started making you some real money? Yes, we agree with you!”
And one more “that’s why” bomb:
“That’s why when you call 1-8XX-GET-FREE to switch to the State National Bank Customer Appreciation Super Savings Account, you’ll also get our Super FREE Checking Account that includes FREE lifetime checks, FREE online banking, FREE check card, FREE e-mail balance alerts, and so much more!”
Notice that the copy
includes the call to action in the “that’s why” statement. Don’t wait until the end of the radio commercial. Motivate as often as you can.
Close your radio commercial hard, like this:
“Most banks want to profit from you. We want you to profit from us! That’s why you should call 1-8XX-GET-FREE right now to open your State National Bank Customer Appreciation Super Savings Account — and get all the FREE you’ve got coming to you. Hearing this in your car? Don’t forget the number! 1-8XX-GET-FREE. The guaranteed way to turn your savings account into a making money account!”
Use this “that’s why” magic formula and watch your radio commercials get response like you’ve never experienced.
Do it . . . and let me know how it works for you.
JAY HULING is a freelance copywriter with 23 years of experience writing and producing marketing, advertising, and direct response materials for companies all over the country. These companies include the American Lung Association, Atlantic Marine, Barnett Banks, Blue Cross Blue Shield of Florida, Citigroup, CSX, GATE Petroleum, Regency Centers, U.S. Army Corps of Engineers, Vistakon, and many more. Find out more about Jay Huling at www.jayhuling.com.
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The Script have announced a massive UK Arena tour for 2011 in celebration of their brand new number one album ‘Science &Faith’ and top five single ‘For The First Time’. About the new tour Dubliners Danny O’Donoghue, Mark Sheehan and Glen Power say: “Our 1st Arena Tour is now upon us and we can’t believe this magic run we are on. First and foremost we are a live band and this stage is something any band can only dream about. We are so humbled that people from every walk of life are putting us in this position and are eternally grateful for your love and support. We’re gonna give it everything, we just can’t wait!!” The Script’s new album is the follow up to 2008’s 1.8 million selling self-titled global smash of a debut. Featuring a clutch of hit singles, including ‘Breakeven’, ‘The Man Who Can’t Be Moved’ and ‘We Cry’, 2008’s ‘The Script’, went straight to Number One in the UK and Ireland and lead to the trio being personally asked by Paul McCartney to support him at a number of US stadium shows. Expect ‘Science & Faith’ to make an equally impressive impact. After numerous sell out tours across the world, The Script go on their biggest UK tour to date and come to the following arenas in March 2011: MARCH 2011 MONDAY 14 LIVERPOOL ECHO ARENA 0844 800 0400 TUESDAY 15 NOTTINGHAM TRENT FM ARENA 08444 124 624 THURSDAY 17 BIRMINGHAM LG ARENA 0844 338 8000 FRIDAY 18 MANCHESTER MEN ARENA 0844 847 8000 SATURDAY 19 NEWCASTLE METRO RADIO ARENA 0844 493 6666 MONDAY 21 GLASGOW SECC 0844 …
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