Creative Lessons From Frogger
Before my nine-year old daughter and I started playing Wii games, we had a blast working our way through Frogger, the PC game that takes the 1970s arcade challenge of navigating a frog safely across busy highways and adds dozens of new and challenging levels with an infinite array of would-be frog flatteners.
At first play, each level seems unbeatable. Then, over time, patterns emerge. Practice reveals tried and true tactics that will safely traverse Frogger through each obstacle course. Guiding him through slime pits and swooping vultures becomes child’s play once you learn and follow the patterns.
I couldn’t help but notice the similarities to crafting a successful radio commercial.
I’ve written over 3,000 radio commercials, including flashy award-winning spots that would be an asset to any agency reel. But the ones that have earned our agency loyal clients and campaign longevity are simple, sometimes boring spots that follow a proven formula for effective radio commercials.
- Grab the listener’s attention.
- Focus on the one benefit most likely to inspire a consumer to take action.
- Present an irresistible offer.
- Rally the listener to take action with an urgent call to action.
For all the bells and whistles, clever copy and dazzling audio effects you can cram into a radio commercial, the simple science of following these four steps has kept us in business and growing, year after year.
Take note of the commercials you hear on the radio month after month. Listen analytically for similar patterns in how they’re structured. You’ll discover that creating a successful radio commercial is more a function of “copy smart” than “invent something new and clever.”
Mark Lipsky, President & CEO