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How to Build dommercii
How to slant copy to produce results is discussed in this final article presented as a guide to practical copywriting
by WILLIAM E. WRIGHT, Wright Radio Productions, Chicasc
IN ITS ADAPTATION to the program, the product, and other factors, a Commercial may in some instances take any of a dozen forms. Most of these are variations of the basic format — the straight commercial, which falls naturally into three segments. The first segment, the "lead," has two objectives: to attract the listener's attention, and to capture his interest. The second segment of a commercial, the "body," creates desire for the idea you want to sell. Herein lies the meat of your commercial. Last, comes the "close," to compel action on the part of the listener ... to "buy the idea" NOW — which will LATER be translated into sales.
Leads as attention getters
Leads can be compared to newspaper headlines. If the headline fails to attract your attention and create interest, you don't read the story. If the first ten words of your commercial fail to attract attention and create interest, the balance is at least partially wasted for the listener may be mentally tuned out. About 75 per cent of good salesmanship is based on emotional appeal, and it's a good idea to begin early to arouse an emotional reaction. In your lead, try to get the listener feeling and thinking with you. Here are some of the ways to do it:
1 . Use an obvious truth with a twist that arouses curiosity: "Some people consider the giraffe an odd animal, but being a giraffe has its advantages ..."
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2. A leading question that starts the listener "yessing" you, a well-knowr salesman's technique: "Have you eve) sat out on your front porch during soft, summer rain?"
3. A humorous lead that arouses ar emotional glow of mutual appreciation "In the spring, one of the most over worked liquids in America is the mercury in your thermometer. It's up one day and down the next!"
4. Arouse curiosity: "Here's a surprising fact."
5. Flatter the listener: "Mister— YOU know quality when you see it . . ."
There are other types but these are the most common. Use curiosity leads with care; be sure you satisfy the listeners curiosity. Never promise something in the lead you don't deliver. When you say "Here's a surprising fact," be sure it really is surprising. Avoid leads that are mis leading or questionable and use novelty or trick leads with care. NEVER hinge your lead on a single word, such as, "Everybody likes to sing 'Shine on Harvest Moon,' but when it comes to shining shoes ..."
Sound effects can be very effective, for they help break into the listener's thought stream. Just be sure the tie-in is good so the listener won't feel he's been tricked.
Sometimes it's difficult to judge the value of a lead. One sure-fire test is to read it aloud. Then ask yourself which of the two following comments is most
RADIO SHOWMANSH/P