Like Print advertising, an effective radio spot will:
Draw the listener in
Make sure they know who you are
Sell them on the BENEFITS of you or your service/product
Tell them how to make a purchase
But good radio is far more than an announcer reading the copy from a print ad. While a radio spot might well build on the basic theme of a print campaign, its unique feature is the ability to use sound to create a picture in the mind of the listener. Imagine hearing the sound of ice tinking in a glass, tires screeching on pavement or glass breaking, and you begin to understand the true power of radio.
Radio uses sound this way to create a scenario which illustrates the benefits of your products or service. Often incorporating humor as well, an effective radio spot can even become favorite listening for a radio audience.