There’s a key difference between radio advertising and print advertising that you need to know about.
Get a pad and pen. Write this down.
When designing a radio advertisement you should only have ONE call to action.
In your print advertising you will find that you usually encourage more than one. You may ask a prospect to call you, visit your website, email for details, etc.
The problem is that those listening to the radio don’t necessarily have the luxury of writing down your requests, saving your email, or doing anything that will “remind” them later of what you asked them to do.
If they only have to remember ONE thing they’ll be more likely to make that call or visit that website. Asking them to do both will overload their response mechanisms and, more likely than not, will cause them to forget BOTH pieces of information.
Remember, many people listening to the radio are multi-tasking. Very few people sit and listen to the radio for the sake of listening to the radio. You’re lucky if you’ve grabbed their attention to start with, so asking for too much will only cause you to lose it again.
Keep your instructions simplistic and direct. If you ask your listener to make a choice he’ll probably choose not to take any sort of action at all!