Radio Hed: How to Create Commercials Using Lists

By Jeffrey Radio-Hed-Logo-2Hedquist

1. Lists are a great way to break writer’s block. 2. Lists are a unique way to tell a story. 3. Lists are a proven way to market to your prospects.

Lists have been the basis for best-selling books: 7 Habits of Highly Effective People, 22 Immutable Laws of Marketing, 50 Shades of Grey.

Songs: Twelve Days of Christmas, 99 Ways To Die, Fifty Ways to leave Your Lover

Endless direct marketing pieces: Do You Recognize the 7 Early Warning Signs of High Blood Pressure? 10 Ways to Beat the High Cost of Living. 5 Mistakes Almost Every Investor Makes.

Want a different approach for your client’s radio campaign? Make a list. It will leave space in the story for your listener to co-create, to fill in the details, to participate.

There are many ways to use lists. Here are a few:

Informational: All the information is available online.

Car dealer: Want to make your car last longer? 1. Change your air filter and oil filter regularly. 2. Check your coolant 3. Tire pressure etc.

Restaurant: 6 Ways To Impress Your Fiancé’s Parents: 1. Research their occupations, hobbies, interests, etc. 2. Dress to impress. 3. Firm handshake etc. …6. Pick up the check

Florist: 5 Easy Ways To Extricate Yourself From The Doghouse: 1. Apologize. 2. Tell her how you feel about her. 3. Apologize. 4. Visit Gabe’s Florist for an “I’ve Been A Jerk” bouquet. 5. Apologize.

As you create your lists, don’t make all of the items self-serving. They should be easy, useful, free or low-cost. Maybe just a few suggest visiting or buying from the advertiser.

Top Ten Lists:

Cue drum roll and follow David Letterman’s lead. Make it a humorous list. Possibly end with #1. Two words – Advertiser Name. This kind of list should be changed up often.

Lists from common experiences:

The book of home plumbing: Chapter 1: Your bathroom sink is clogged. Chapter 2: You try plunging, using coat hanger as a snake. Chapter 3: You crawl under sink with wrench and apart sink trap. Chapter 4: Sink unplugged. Dirty water everywhere. Chapter 5: Reattaching trap, drain pipe breaks. Chapter 6: Attempting to replace pipe, you skin knuckles and bruise arm. Chapter 7: Holding box of Band-Aids in one hand, you call John Robinson Plumber with the other. Chapter 8: John arrives and fixes sink in 10 minutes. Chapter 9: Breathe sigh of relief. Put ice on arm.

Is it worth it?

48 additional months driving a pre-owned car.

497 meals cooked at home instead eaten at restaurants.

416 Vente lattes – skipped.

Your reward - the beginning of your youngest daughter’s college tuition.

Savings – it’s the little things that add up. Libertyville Savings Bank – we show you how.

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