Let your writer test the product

Have you ever sat down and tried to do some creative writing? It’s not easy. The hard bit is getting started… “Once upon a time…” no too cliched… “it was a dark and stormy night..” already done. The problem is not that we can’t write something, it’s that we’re not sure what we are actually supposed to be writing about.

Writers block comes when the author just can’t make a start. They have the writing skills, the lexicon, the ability to create. But they are not certain what they are supposed to be doing. If there’s no plan, even getting that first sentence out is a problem.

To help you to create your message most radio stations, and some Advertising Agencies, have dedicated radio advertising copywriters. At Radio Africa I’m privileged to head up a team of extremely talented creatives. Writing a radio commercial is 95% brief and 5% inspiration. I don’t actually believe there is such a thing as writers block when it comes to creating radio advertising. The only time I get stuck is when I don’t know what I am supposed to be writing about! If the brief is good enough there is generally no need for the writer to see, hold, touch and feel the product.

But effective advertising comes when you allow the listener to “test drive” the results of the product. Your writer can get a better feel of that if you allow them try it. If you are promoting a coffee, send them a sample. If you are advertising a line of clothes, send them a garment. If you are advertising luxury scuba diving holidays to the Galapagos Islands… then you can contact me at Radio Africa.

On one occasion a car manufacturer gave me 10 days worth of driving in theirs range of new cars. You can imagine how much more time I dedicated to that client. But also I could write about how it felt to drive.

The writing of a good radio commercial starts with an excellent brief. But give your writers a little help. Let them touch, see feel and experience the product.

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