Are You Painting Pictures?

During the sales process, you are often asked to help your advertiser create an ad. It is not such an easy thing to do. Lisa Orkin of The Radio Ranch shared this during RAB's How to Write and Produce Radio Creative that Works presentation.

"It's important for your listeners to 'see' what is going on in your radio ads. I think that audio is such a visual medium — if they can see it and feel it, they're going to listen. Write the way you speak — it's so important. I can't stress that enough. Every word you use has to move the story forward. Every single word should have meaning behind it. Lastly, show us what's going on — don't tell us what's going on. Paint a visual picture."

The next time you are tasked with writing ad copy for an advertiser, consider Lisa's advice and "see" if it does paint that visual picture.