If you don't write lots of radio commercials, you might as well leave now. What I have to say is only for radio advertising professionals.
- If you're not a radio advertising professional....
- If you don't write radio commercials on a regular basis....
I don't mean to offend you by telling you to leave. I just don't want to waste your time. If you do write lots of radio commercials, then I know two things about you:
One thing I know about you is:
- You never have as much time as you'd like to write the kind of compelling, action-inducing commercial your clients deserve. You're always facing an unforgiving, very short deadline.
The other thing I know about you is:
- If you've been writing radio commercials long enough to qualify as a professional, then you know that the single hardest part of writing a radio commercial is:
What Do I Mean by "Headline"? Your "headline" is the very first line of your commercial.
Your opening line actually is the commercial for your commercial. It is your one chance to capture the attention of your target audience.
If you don't grab their attention from the very beginning of your commercial, it doesn't matter how valuable your message is. Because if your opening line - your headline - doesn't immediately attract the attention of the people you're trying to sell to, they'll never hear the rest of your message.
