Dear Mr. Radio Advertising Client

Every Month I ask some of the top people in Radio Advertising for their client tips. Most of them ignore me. But Emma answered!

Emma Clarke ( knows a thing or two about radio commercials. She’s voiced thousands and writes for radio and TV. She has some things to say to you, Mr. Radio Advertising Client (or Mrs, Miss or Ms.) Some of the points I will be covering later in more depth.

“I reckon it’s all about the brief-take. If that isn’t done right, the whole process falls apart. Quick thoughts:

Trust the copywriter who’s writing your ad – it’s his area of expertise, not yours

If you’ve got an idea for an ad by all means share it, but don’t be offended if the copywriter recommends you don’t use it.

Don’t turn your ad into a vanity project: don’t be tempted to name your wife, daughter, son, mother etc in the ad as ‘character names’

Don’t use rhyming couplets unless there’s a damn good marketing reason behind it…
Have realistic expectations of what your ad will achieve

Don’t contort a successful national campaign of a big brand into a watered-down version that might just fit your ad (I’m thinking here of the HUNDREDS of M & S style ads I’ve been asked to voice)

Make sure your ad really does match your brand, your company ethos and suits your product or service

Go for one call-to-action per ad.

Understand that less words in an ad mean a better quality ad; if your ad has ‘space’ in it, don’t think it means you’re getting sold short – the reverse is true

Trust the producer who’s making the ad and the voices who’ll read your script – they know what they’re doing!

When you’re critiquing your ad for the first time, please don’t be unnecessarily rude

Trust that radio advertising can take time to reap the rewards for your business – try to use social media to back up your marketing push (the only cost will be your time!)”

Thanks Emma!

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