by Jeffrey Hedquist
If you throw three balls at someone, they’ll drop them all. But if you throw them one, they’re more likely to catch it. Want your potential customers to catch the ball? Give them one strong, simple idea.
How? Try writing your commercial as a :10. This forces you to condense the elements of the commercial into one big idea. Then expand it into a :30 or :60 story with a compelling opening, middle, and close—one that resonates with the audience.
Oftentimes, advertisers try to include too much information or sell too many items in one commercial. With radio, it’s important to have a single, powerful, emotional image that touches people, so that they come away with one strong feeling from the spot.
This technique will give your writing focus and will enable your spots to break through the clutter. Rather than attempt something complex, it’s often better to do something simple and do it well.
♦
Jeffrey Hedquist has given up trying to simplify his life. He’s just going to simplify his commercials. You can contact Jeffrey at Hedquist Productions, Inc., P.O. Box 1475, Fairfield, IA 52556. Phone (515) 472-6708, fax (515) 472-7400, email
