Short commercial audio.
WHAT MAKES THEM DIFFICULT
Very little time No visual support One chance to be understood
WHAT DURATIONS ARE COMMON
Fifteen, thirty and sixty seconds.
HOW MANY WORDS THOSE ALLOW
Roughly thirty-five, seventy and one hundred and forty.
WHAT THAT MEANS
Almost nothing fits, so the message must be single.
WHAT TO INCLUDE
The problem or offer The name, clearly What to do The name again
WHY THE NAME TWICE
Listeners are half-attending, and one mention is missed.
WHAT TO AVOID
Lists of services Addresses read quickly Telephone numbers said once Music competing with speech
WHAT TO DO WITH A NUMBER
Repeat it, slowly, or replace it with something memorable.
WHAT VOICE TO USE
One suited to the audience, not the most impressive available.
WHAT PACE TO SET
Slower than feels right in the studio.
WHAT MUSIC SHOULD DO
Establish mood and hold attention between lines.
WHAT LEVELS TO SET
Speech clearly dominant.
WHAT TO TEST
Listening on a phone speaker in a noisy room.
WHY
That is where radio and social audio are actually heard.
WHAT TO CHECK
That the offer is stated accurately, and can be honoured.
