Skip to content
Radio Copywriters by Earl Pilkington

Radio Copywriters by Earl Pilkington

Blogs, E-Books, Resources and Tools for Radio Copywriters, Radio Sales, Radio Promotions and On-Air staff who are also Radio Copywriters

  • BLOG POSTS
    • Monday Copywriting
    • Tuesday Promotions
    • Wednesday Radio Sales
    • Thursdays On-Air
    • Friday-Reviews
    • The Weeks Top Memes
    • The Sunday Interview
    • RCNews
    • Know Your SFX
  • SHOP FOR E-BOOKS
  • FREE RESOURCES & TOOLS
  • SURVEY
  • LINKS
  • LEGAL
  • ABOUT…
  • Toggle search form
  • Radio Commercial Writing
    Let’s Write An Ad: Travel Agency Blog Post
  • Radio Vs TV Advertising
    Sales: 10 Reasons Why Radio is WAY BETTER than Television Advertising! Blog Post
  • Your Radio Stations Promotional Library
    Promos: Your Stations Promotional Library Blog Post
Reinvent the wheel - or not?

Copy: Does A Wheel Have To Be Round?

Posted on 27 February 202325 February 2023 By earlp

I have sometimes been asked by clients to reinvent the wheel.

What does that mean in Radio Copywriting terms?

They want something creative that will stand out from their competitors ad.

Mythbusters Square Wheels episode

Okay – the first thing I do is listen to the competitors ads – if they are all straight announcer reads then I will do something creative.

If their competitors are being creative, then I would go the opposite again and go for a straight read.

But what if there are 4 competitors and they are all already doing something different what should you do?

I don’t tell the client that I am doing this, but I look at how long those other campaigns have been running for.

If they have been running for months, weeks or days – I take note – if they are short term – then chances are they are not working – and they were just flash in the pan Call To action spots.

If they were long term, then obviously those spots are working for the clients – these are the ones I take notice of.

If they have been working I look at why?

Is it because of the core message?
The characters (have they been used for a long time?) are they likeable?
Is it due to some other factor – such as the clients voice?

I take notes, trying to discover what the best outcome would be to make the new client message stand out and go from there – making sure that I explain to the client why I have done what I have done. Backing it up with information – but never the specifics of how long campaigns have been running for, etc – they wouldn’t want me to do that to their competitors so I won’t do it to them.

The important thing is that I don’t have to reinvent the wheel – I just have to look at it from a different angle to discover a new way of presenting the information they want.

Try it – rather than jumping in blind and doing what they ask – by doing some analysis first you will get a better result for your client.

Blog Post, Monday Copywriting Tags:copywriting

Post navigation

Previous Post: RC NEWS: Sunday 26th Feb, 2023
Next Post: PROMO: Book Launch – YOU ARE LISTENING TO

More Related Articles

10 Editing Tips for your next radio script COPY: 10 Editing Tips For Your Next Script Blog Post
Death By PowerPoint Sales: Death By PowerPoint! Blog Post
Radio Copywriters Not Breaking News RCNews: Did You Miss These Radio News Stories? Blog Post
Shop Local Radio Campaign Radio Sales: Shop Local Campaigns Blog Post
Radio Copywriters Not Breaking News RCNews: Sunday 23rd April, 2023 Blog Post
Generic Microphone On Air: 10 Things that Radio Jocks say… Blog Post

Buy Me a Coffee

Copyright © 2023 Radio Copywriters by Earl Pilkington.

Powered by PressBook Premium theme