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BEFORE YOU WRITE YOUR AD COPY:
 
1. WRITING FOR BROADCAST IS SALESMANSHIP - AND YOU CAN’T SELL UNLESS YOU ARE COMPLETELY INFORMED ABOUT YOUR “PRODUCT.”

2. YOUR JOB IS TO OVERCOME THE LISTENER OR VIEWERS APATHY - CREATE INTEREST IN YOUR STORY - MOTIVATE THE LISTENER TO DO SOMETHING.

3. DETERMINE THE OBJECTIVE OF THE TOTAL CAMPAIGN - THE SPECIFIC GOALS OF THE RADIO AND TV SPOTS.

4. LIST ALL OF THE PERTINENT FACTS TO BE INCLUDED, IN ORDER OF IMPORTANCE.

5. DECIDE ON THE SINGLE MOST IMPORTANT THING YOU WANT TO SAY.

6. THINK HOW YOU WOULD SAY IT IF YOU WERE SAYING IT FACE-TO-FACE TO ONE PERSON THEN WRITE IT THAT WAY.


AFTER YOU WRITE YOUR ANNOUNCEMENT:

1. READ IT ALOUD. HOW DOES IT SOUND? IS IT NATURAL OR DOES IT SOUND STILTED? IS IT BELIEVABLE? DOES IT SOUND LIKE SOMEONE TALKING OR SOMEONE READING?

2. DID YOU GRAB THE LISTENERS ATTENTION IN THE FIRST FEW SECONDS?

3. DID THE ANNOUNCEMENT DELIVER THE MAIN IDEA QUICKLY? CLEARLY? COMPLETELY? OFTEN ENOUGH TO STICK IN THE MIND?

4. DID YOU REGISTER THE KEY FACTS ABOUT YOUR PROJECT OR YOUR ORGANIZATION STRONGLY? DID YOU MENTION THE NAME AT LEAST THREE TIMES IN A 60-SECOND SPOT, AT LEAST TWICE IN ANY SHORTER SPOTS?

5. IS THE INFORMATION SPECIFIC ENOUGH TO GET YOUR IDEA ACROSS?

6. DOES YOUR ANNOUNCEMENT MAINTAIN INTEREST FROM BEGINNING TO END?