I have an unusual job. I’m a radio advertising expert who teaches copywriters how to write radio commercials — the kind of effective radio advertising that produces profitable results for the radio advertiser.

The worst thing that ever happened to the radio advertising industry occurred sometime in the last century when some well-meaning person foolishly labelled the department in charge of crafting radio commercials as “Creative.”

As a result, being “creative” is the goal of most people who produce radio advertising. They give each other awards for producing the most “creative” commercials.

And this is the first thing you must understand:

RADIO ADVERTISING IS NOT A CREATIVE EXCERCISE; IT’S MASS SALESMANSHIP.

The purpose of a radio commercial is not to be creative. The purpose is, simply, to sell.

“Creativity” never should be your goal. Creativity is a vehicle to help you get where you to need to be.

People who make their livings by harnessing their creativity never wake up in the morning thinking, “I really want to be creative today!” Instead, they wake up with a problem they need to solve:

The novelist wants to make the middle chapters move more quickly.

The playwright is struggling with the third act.

The architect is trying to reconcile the client’s wishes with the zoning board’s rules.

So…How do you identify a commercial that sells? How do you know when you have a commercial that sells?

Is it one that gives the sponsor’s name multiple times? That tells people the price? That lists the benefits of the product or service? That gives a phone number repeatedly?

No. A commercial that sells is a commercial that motivates the listener to act.

To go to the car dealer and take that test drive.

To call for the free information booklet.

To go to the store a take a whiff of the perfume.

A commercial that sells is a radio commercial that motivates the targeted listener to take a specific action.

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