Writing Copy? Start with this...

You should not give the client what they want, you should give them what they need.

They need a commercial to deliver results. Craft a commercial focused on the listener, not an advertiser's ego trip stuffed with sale items, their social media pages, hours, phone number and address, or pretend discounts. Treat listeners with respect; be persuasive, credible, informative and memorable. Create a commercial that evokes and entertains and leaves out the hyperbole and half-truths, a commercial that is unlike ever other commercial. Your clients deserve a commercial that is relatable to the listener's life; a commercial focused on a single thought/item, then separate commercials for each additional thought or item.

The effective commercial will give the listener a reason to care about the advertiser and will introduce to the listener that the advertiser is the right fit for them, that the listener will get genuine value. And once that is done the commercial won't waste time with any of that "call to action" nonsense. When you make an emotional, credible, relatable, memorable, value connection with the commercial, you will have motivated the listener to find the advertiser.

This outline for a commercial can be a hard sell to many clients, but they are the pros at their business, its okay to remind them it is our intent to bring them customers. The station has invested in the advertising specialists to do exactly that.

Oh, and leave out the ad-speak copy cliches.