Tips for good radio ads

The 18 principals for engaging radio ads developed under research financed by Jerry Lee:

Three-second rule: Pull the listener in quickly.

Keep it close to home by playing off what is familiar.

Always have personality.

Mirror the values of the listener.

Provide a sense of membership.

Be sensitive to a gender gap.

Relevancy drives connection.

Always sell hope.

Branded solution as hero.

Make it memorable.

Create suspense.

Tell a story.

Keep it believable.

Promote intimacy.

Don't lead with price.

Paint a mental picture.

Vary pace and intonation.

Guard against dead spots.

SOURCE: Sensory Logic