In a nutshell
Highlight the problem your potential customer has.
Highlight that X would improve their dire situation.
Tell them you've got X.
Describe a far better life with X.
Tell them how to get in touch with you.
6. NOW DO IT IN 27 SECONDS!
It can be tricky but usually it's a lot of fun. There are techniques and tools to help squeeze a long message into half a minute. However - and this is important - you don't have to overwrite your ad... you can stand out from the crowd by making your commercial slow, direct and with pauses.
People listen when there are pauses... honestly.
I've got a quick turnaround time. The Studio is always on and waiting.
Even if it feels last minute, don't worry - you'll get top quality & quickly.
Some of these ads were broadcast in Scotland...
Paga, Hendricks Escapes
I normally turn around a 30s radio ad in a couple of hours, certainly within the same working day.
The more notes on direction and tone of voice the better... don't hold back!
It's also incredibly useful to have any music or stand-in track you are using
(although I realise this isn't always possible).
EQUITY ILR Rates
As is standard practice, when the commercial is being produced by a UK radio station itself then I am happy to work within the UK Equity ILR bands.
Otherwise, UK rates are based on BSF of £220ph + Usage of between £40 and £220 per ad/per tag/per station/per 3 month block.
(this example is for use on local stations, national stations require
a specific quote).
Rates for non-commercial radio are less...
please get in touch to discuss your needs.