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FOLLOW THESE SIMPLE RULES TO HELP YOU WRITE COMPLETE AND
EFFECTIVE AD COPY.
1. GET ATTENTION: You can’t tell or sell anyone anything unless
you first get the listeners attention.
2. DEVELOP INTEREST: Promise a benefit, emotional or actual, and show
how the listener will gain.
3. DEMONSTRATE: Give, with facts and information, reasons why the
listener should do what you want done. Offer rational reasons to support an
emotional decision.
4. ASK FOR ACTION: Tell the listener where to go, what to do, when
what to do, when to do it. Say “write in,” “come in,” “send money,” or just
plain “listen” to your story.
REMEMBER: You can only get 140 to 150 words into a 60-second spot, 70
to 150 words in a 45-second spot, and 70 to 75 in a 30-second spot, and
proportionately less in shorter announcements. Make every word count. Write
and re-write.
· 10 second spot has approximately 20 words
· 20 second spot has approximately 50 words
· 30 second spot has approximately 75 words
· 60 second spot has approximately 150 words
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