How To Write Funny Radio Commercials
Business → Marketing & Advertising
- Author Dan O'day
- Published September 16, 2010
- Word count 349
HOW TO WRITE FUNNY RADIO COMMERCIALS
by Dan O'Day
As a radio advertising expert whose job is to teach radio advertising professionals how to write effective radio commercials, I run into lots of copywriters who want to write "funny commercials."
The goal of a radio commercial never should be to "be funny." It should be to cause the targeted listener to act on the sales message.
But if you are going to write a funny commercial, here are 10 questions to ask before you begin.
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Is it funny?
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Is it funny the 10th time the listener hears it?
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Is it funny the 30th time?
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Does the comedy revolve around someone's need for the product or service?
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Does it have an internal logic? (Do the characters' actions make sense within the reality you have created?)
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When listeners remember the comic storyline, will they remember the product/service being advertised?
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Does the humor come from human behavior...or does it merely come from jokes?
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Do the performers treat their characters with respect....or are they laughing at them?
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Is there a "Key Moment" that repeat listeners can look forward to?
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Does that key moment come at or very near the end of the spot? (It should.)
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Does it feature carbon copy situations and predictable characterizations?
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Is there a "delightful surprise"?
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Is there a smooth build-up of comic tension?
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Is there some sort of conflict to drive the story?
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Does it rely on a catch phrase made popular by some other media message (e.g., commercial, print ad, movie, tv show)? (If so, it's likely to reinforce the original media message, not your commercial message.)
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Do your characters sound real, or do they sound like disc jockeys or actors?
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Do your characters listen and react to each other....or do they simply deliver their lines independently?
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Does the humor accurately reflect the image the advertiser wants to project?
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Does the humor come from production tricks or from human behavior? (Production tricks entertain production engineers, not listeners.)
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Is the commercial trying to be funny....or is it trying to motivate the listener to act?
Dan O'Day (http://danoday.com/blog) is internationally known as the "radio advertising guru," having taught radio and advertising professionals in 36 different countries how to create radio advertising that works.
Free radio advertising newsletter: http://danoday.com/free
copyright 2010 by Dan O'Day
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