Where do you learn to write your radio spots?

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Permalink Reply by Sam Jones on October 21, 2011 at 7:35am

Brian,

We write all our own spots here, but that doesn't mean they are all "strictly original."  This very section of the forum has some excellent examples of good copywriting, and you can learn from them.  Listen to other commercials, both radio and TV.  Don't copy them, learn from them.  Check the internet for other copywriting blogs and forums.  Bloggers and internet article writers use a lot of the same rules and tips as we do, so don't limit your searches to "radio copy."

I personally was lucky enough to work with some really great copywriters who taught me some of the basics and nuances of writing copy.  For instance, one writer made me strike all the passive words from some copy I wrote.  "We can make your shopping easier" became "We MAKE your shopping easier."  It was a great exercise in creating compelling copy.

Good luck!

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Permalink Reply by Big John Small on October 21, 2011 at 8:29am

This is my FAVORITE part of radio!

I had 20 salespeople that didn't like writing ads (not too good at it most of the time) and I saw 20 hours per day of wasted time. (20 people x 1 hour each) 

I was searching for help and came up short... so I started doing it! It's been fun and I've added other writers too all because of this age old issue. (many times the best seller is not the best writer... different skill sets)

We put the team on the street an average of 100 hours more per week (20 hrs x 5 days a week) and watched the sales fly through the roof!! I was so amazed at this that I started a company to help OTHER stations do it too.

I'm not trying to do any shameful self promotion here... I'm too damn busy now anyway! But I know you'll get a return on your investment if you work with ANY good copywriter (I can offer several that would love to help you)

I'm not going to do my own taxes...or fix my broken car... or repair my own TV... I don't have the training... I don't WANT to learn it... I want to pay someone else to do what THEY are passionate about.

Trust me... this WILL free you up to do what YOU are best at!

Big John Small

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Permalink Reply by Joel A. Swanson on October 21, 2011 at 8:51am

Here at Dakota Broadcasting, if you sell it, you write it.  I find the salespeople to be more creative than our on-air people and they do know the account better and understand what he/she is trying to accomplish.

 

We write three kinds of ads:   TOMA ADS (Attached) and EFFECTIVE ADS (Attached) and often make use of Paul Weyland's "Casual ad-lib" ad style as well.

 

Joel

Attachments:

• ELEMENTS OF A TOMA AD.doc, 22 KB
• Elements of an Effective Ad.docx, 12 KB

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Permalink Reply by Brian Schmitt on October 21, 2011 at 9:21am

Thanks Guys- I'm a student of Wizard Academy and a web guy. I see the similarities between web and radio, therefore learning good copy writing will have direct effect on my web conversions. What are your go-to sources for improving your writing? Do you have a blogger or website you read regularly? Do you have a discipline you follow? Thanks again for all the input.

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Permalink Reply by Roger Hartsook on October 21, 2011 at 9:23am

Brian:  You have a great example of writing in Springfield.  Woody Justice Jewelers.  I have found great inspiration in reading the books by Roy H. Williams. In expensive and really great.  One of his early successes was Justice Jewelers in Springfield.  I also recommend Dan O'Day's Newsletter which always has great suggestions.  Very few of us consistently write brilliant, compelling copy but we can always make it better. I spent 17 years in the news/sports department at our station before I went into sales and my first job was copy writing but no one trained me they just said "a 30 is 8 lines and a 60 is 16".  And away we went.  I think you can get a lot from Williams and O'Day.  Good luck.

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Permalink Reply by Brian Schmitt on October 21, 2011 at 9:29am

Thanks Roger- I actually worked for Woody for seven years. (1996-2003) I learned TONS from Woody. I would say it was a better education than my MBA. Woody is how I was introduced to Roy and then the WA. I've read all the books as Woody handed to them to me and said "read these." (Even read Does Your Ad Dog Bite.) 

The Dan O'Day newsletter is a great suggestion- I will sign up for that now. Thanks!

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Permalink Reply by Quentin Sawatzky on February 24, 2012 at 2:12pm

Don't forget about Paul Weyland.  He's got some great thoughts and ideas too.

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Permalink Reply by Rebecca Schwartz on October 21, 2011 at 9:27am

Brian,

A while ago, we asked the poll question, "Where's the first place you turn for inspiration for writing ad copy?" 

Here's the link, if you'd like to read through the replies: Friday Poll: Sources of Inspiration for Writing Ad Copy

Hope this helps!

Rebecca

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Permalink Reply by Roger Hartsook on October 21, 2011 at 9:36am

Brian:  What a great experience you related.  I keep Roy's books in my desk and when I get stuck for an idea I can always read a few pages and get what I need.

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Permalink Reply by Joe Lyons on October 21, 2011 at 9:40am

I was lucky. I learned from Don Keyes, formerly of the McLendon Group out of Dallas. He taught me to be creative and avoid the cliche's like "For all your...needs." He also introduced me to his friends Chuck Blore of Hollywood. I also got to spend some time watching Gary Owens in his own personal studio at KMPC in the Gary Owens Building on Sunset Blvd. Between the three of them I caught on to the idea of giving listeners something to remember. And if that something is just the name of the client, that's great. Addresses and phone numbers and hours of operation mean nothing if the listeners don't know the name of the company.

Also, make that first sentence a winner. It makes or breaks you. And it hold or loses the listener. 

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Permalink Reply by Rod Schwartz on October 24, 2011 at 7:52pm

Roy Williams filled a great gap in radio advertising sales training by teaching his students how to write great (read: effective) ad copy.  Most training given to advertising sales people focused on selling.  We became adept at getting the money but not necessarily good at creating messages that made the most of the advertiser's airtime. I studied Ogilvy, Hopkins, and others on my own and immersed myself in lots of commercials and advertisements (all media).  Roy's experience, as distilled in his books and videos, proved to be a big help, too.  Dan O'Day has provided some excellent material over the past 15-20 years, and Jeffrey Hedquist's articles are always worth reading.

 

There's plenty of good material available for anyone wanting to learn how to write good ads.  But there's no substitute for the investment of time, effort, and determination on the part of the salesman/ad writer to acquire and apply that information.  Those who become consistently good at it will find themselves being sought out by advertisers who understand the singular importance of getting the message right.

 

 

 

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