The sales letter attack : introduce yourself and be credible

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Call-To-Action The third aspect not to be underestimated is the choice of action to be performed by those who listen to your radio spot. In radio ads, the Call-To-Action is often completely ignored or cut due to the short duration of the ad - a maximum of 30 seconds, remember? - : don't fall into this mistake too! Whether you are launching a new product or service, a special promotion or simply want to build your brand reputation , you cannot ignore the inclusion of a clear and unequivocal Call-To-action.


Without a CTA in your radio ad, you’re spending money job seekers data telling your potential audience that you exist, without telling them how to buy what you offer ! The primary goal of any of your advertising campaigns should be to acquire qualified leads to sell them your products or services.

How to choose the Call-To-Action for radio advertising? Most radio commercials you’ve heard end with a sentence like this: “For more information, call [generic phone number] or go to www.sitename.com.” I want to briefly explain why this is a completely incorrect call to action. First of all, there are two – and very different – ​​calls to action: is it better for your potential customer to call or to consult your website? The telephone call allows you to acquire a “warm” contact , clearly interested in what you are offering.


Additionally, human contact can certainly clear up any doubts or answer questions that people may have regarding the offer, product or service you are advertising on the radio.