Radio Spots, Effective Copy Writing and Great Voice Overs

By Tom Gauger

Have you ever listened to a commercial whether TV or radio and said, that’s hot – Maybe I’ll try whatever the product or service?  You’ve undoubtedly run into more mediocre commercials than you’d like to think with the majority of them having you reach for the remote or volume to change it.  That’s the problem with most advertising out there in vogue today.

And the reason that so many spots are so bad is because of the “cheap” mentality or the temptation to succumb to the rep at the radio or cable company suggesting that you keep your costs lower by enabling one of their in-house guys to do the work.  Bad mistake.  You end up throwing a lot of money down the drain in undelivered sales because of poor planning and music production that doesn’t move anyone to call or visit your store front.

Great commercials and commercials that move people to action are usually one in the same.  And these types of commercials invariably respond and have been carefully crafted to reflect the nature and leanings of your audience and prospective buyers.  Great voice overs are no mistake.  Great music production with jingles that truly move people to action are significantly different than the el cheapo music house or production company whipping up a “cheesy” spot just to have music in your commercial. 

You don’t want to have any music or any voice over or any content in your commercial, you want to have it carefully planned out with each and every word placed for maximum effect and impact.  Just getting your company name and telephone number in there three times isn’t going to necessarily get it.  You must stand out from the crowd and your commercial must exude quality, credibility, a trusting nature, and a “We truly stand behind our product” feel to it.  That’s easier said than done.  And those elements are more caught than taught and individuals truly gifted in music production, and script writing usually have a natural ability with years of experience to craft the commercial in a powerful way.

Don’t be tempted by cheap, rather spend a little more on the front end and your commercials will more than likely pay off significantly higher yields and returns than with “in-house” production.  At ReelMusicianPro.com we strive to deliver the absolute best possible quality and direction throughout the commercial process.  But whatever you do, do it right!