Audio

This page is a database of audio campaigns and spec commercials for your reference and use. You can download any of the commercials, many of which come with scripts, and edit them for use in your market.

Tire Shop Commercial Script

Having trouble coming up with good script ideas? There are lots to choose from on the site. This is one for a Tire Shop or similar garage. It can easily be customized to fit most kinds of motor repair etc. You can download it here

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Podcast - Illogical Clients

Our latest podcast looks at emotions - those you go through when trying to keep at it through thick and thin - and those your clients go through when they make those seemingly crazy decisions. We find out we're a lot more like our clients then we think!

You can subscribe to this podcast (i.e. have your web browser automatically bookmark our podcast page and update whenever a new podcast is published). It is now available via the iTunes store (for free).

Click here to subscribe to these podcasts using iTunes.

Click here to download the episode as an enhanced podcast with audio and graphics, URL's etc. for playing in iTunes.

Click here to download an audio-only mp3 version playable in any media player.

Click here to subscribe to this podcast via RSS feed.

The Yellow Book

This week's podcast focuses on the Yellow Pages and whether they are actually a medium at all! We talk about how local advertisers feel about these books and what you can do to turn them around.

You can subscribe to this podcast (i.e. have your web browser automatically bookmark our podcast page and update whenever a new podcast is published). It is now available via the iTunes store (for free).

Click here to subscribe to these podcasts using iTunes.

Click here to download the episode as an enhanced podcast with audio and graphics, URL's etc. for playing in iTunes.

Click here to download an audio-only mp3 version playable in any media player.

Click here to subscribe to this podcast via RSS feed.

Connect Podcast #1: Myths

We know your time is valuable and you may not have time to sit down and read all the training material you might want to, so we've started to produce sales training and radio sales podcasts. These can be downloaded to your computer and played either by a regular media player or by iTunes (choose the appropriate link below). Once in iTunes, you could then download it onto your iPod and play it while on the road etc.

You can also subscribe to this podcast (i.e. have your web browser automatically bookmark our podcast page and update whenever a new podcast is published). In the coming weeks you will also be able to get a subscription to this podcast on the iTunes store.

We start off with 4 myths you may have come up against while selling radio and what you can do to battle them.

Click here to download the episode as an enhanced podcast with audio and graphics, URL's etc. for playing in iTunes.

Click here to download an audio-only mp3 version playable in any media player.

Click here to subscribe to this podcast via RSS feed.

Local Auto Script

Every town no matter its size has a numb er of independently-owned auto repair and / or body shops. Like many other service-oriented businesses, your job is to make your client stand out from the bunch. Here's a script that takes all the usual 'service-oriented' features that clients want to emphasize and presents them in a new way.

You can download the script here.

We'd love to hear your comments. Just click on the add comment link below to give us your opinion. Or send us Feedback via the "Feedback" link at the top of the page.

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All-Day Restaurant Commercial Script

Here's another script in our series aimed at helping local restaurants; this is for the kind of eatery that's looking to be something for everyeone - serving food from breakfast through dinner. We created a tag line "The Everyday Restaurant" which we're sure will fit a client in your market. You may also like to check out the 'Restaurant Revival" sales proposal kit in the Creative Proposal Workshop.

You can download the script here.

We'd love to hear your comments. Just click on the add comment link below to give us your opinion. Or send us Feedback via the "Feedback" link at the top of the page.

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Locally owned diner commercial

As the strip malls and big box stores get stronger and stronger it gets harder for small, locally-owned restaurants to survive. But these restaurants provide real variety, value and a sense of community that no fast food chain can - and radio needs to partner with them for the benefit of both.

Here's a script for a locally-owned, old-fashioned diner that you can use to get a local client excited about using your station.

You can download the script here.

We'd love to hear your comments. Just click on the add comment link below to give us your opinion. Or send us Feedback via the "Feedback" link at the top of the page.

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Locally owned diner commercial

As the strip malls and big box stores get stronger and stronger it gets harder for small, locally-owned restaurants to survive. But these restaurants provide real variety, value and a sense of community that no fast food chain can - and radio needs to partner with them for the benefit of both.

Here's a script for a locally-owned, old-fashioned diner that you can use to get a local client excited about using your station.

You can download the script here.

We'd love to hear your comments. Just click on the add comment link below to give us your opinion. Or send us Feedback via the "Feedback" link at the top of the page.

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Create More Revenue By Building Campaigns & Not Schedules

COPY FOR PHOTOGRAPHERS
Often we over look a clients many advertising streams. We sell them schedules instead of a campaigns.

Advertising’s job is no longer just about selling; it’s about nurturing, reinforcing and bonding. To some this will sound like non-sense; surely advertising’s sole function is to sell? And it is. But no longer by the text book conventional wisdom of ‘hard’ sell.

Great enduring advertising campaigns do not try to push anyone; they don’t try to cajole or convert; they deliberately avoid exercising pressure. They are not attempting to get people to change their minds. Rather reinforce how they already feel, and bond those human dimensions to their brand.

A photographer for example has many different types of customers and elements to his / her business.

Weddings, graduations, family portraits, and commercial work to name a few. A campaign should be built around these things and not simply a bunch of schedules. Plan your clients entire year for them - importantly when you’re writing the copy always remember not to shift too far from the brand you are trying to create.

You can download three examples of copy for a photographer campaign here, here, and here.

We'd love to hear your comments. Just click on the add comment link below to give us your opinion. Or send us Feedback via the "Feedback" link at the top of the page.

Retirement Home Audio Script

The health care industry is a constantly growing source of advertising dollars - and care for seniors is one of the most competitive. Here's a script for a radio commercial that worked well for a retirement home one market, made suitable for use on any market. You can download it and adapt it for your market from this site.

You can download the script here.

We'd love to hear your comments. Just click on the add comment link below to give us your opinion. Or send us Feedback via the "Feedback" link at the top of the page.

Effective or Insensitive? You Tell Us!

This commercial for an auto detailer was produced by one of our station subscribers. It's clearly an original and creative idea; but since it started to run, audience reaction was almost instant - the client received a number of calls complaining that the commercial was in bad taste. What do you think? Would you have run this in your market? Is it in poor taste or not? If it is a good idea, what, if anything, needs to be changed? Or does the fact that the client received calls (from people who clearly heard the ad and got the phone number from it effectively) show that it's working? The client, who loved it at first, is obviously nervous - what do you think the sales person should tell him? Pull it or stick to his guns?

You can download the commercial here.

We'd love to hear your comments. Just click on the add comment link below to give us your opinion. Or send us Feedback via the "Feedback" link at the top of the page.

Print Shop Commercial Script

With the rise of the big printing chains like Kinko's, local, family-owned printing and copying shops are finding life very tough. Radio can be the perfect solution. Here's a script idea for one such shop which focuses on the advantages of the people who work there really taking each job personally. It is also designed to get the name branding of the store increased.

Click here and choose "save link as" or "save target as" to download the script.

Key words: printing, copy shop, photos, signs, color, enlargements

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Plumbing Commercial?

Basic service contractors and similar businesses are less well-represented on radio than they are in print and, certainly, in the Yellow Pages. Why is this? Is it that radio doesn't work for such businesses? Not at all! It's simply that they rarely get asked. In fact, radio is the perfect place for branding local contractors - precisely so that your audience doesn't need to use the Yellow Pages to think of a plumber!!

Here's an example of a successful commercial for a plumbing company.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: plumbing, plumber, contractor, pipes, service, small business

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Xpress Lube Audio Commercial

Here's a commercial created for a local Xpress Lube franchise outlet. What we tried to do here was to add some personality to what is otherwise a difficult business to differentiate. These kinds of businesses, which are basically providing the same kinds of services as many of their local competitors, require an angle to make them stand out.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: car, repair, lube, oil change, mechanic, engine, auto shop

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Orthopedic Services Commercial

More and more ad time is being bought by independent service providers; health care professionals figure prominently in this. Here's a commercial for an orthopedic practice. It focuses on the customer's irritation of being delayed and put 'out of action' by the kinds of ailments that orthopedic doctors treat.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: orthopedic, doctor, accident, fitness, treatment, sports, injury

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Hair & Beauty Salon Commercial

Hair and beauty salons can be great radio customers; try to differentiate your client from the rest by focusing on that particular salon's feel, approach, look or attitude, as well as their products and specialities.

Here's an example of a commercial and script that takes the attitude approach - and makes it the center of the commercial.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: hair, beauty, style, manicure, haircut, barber, nails,

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One Market's Hot Tub Commercial......

Sometimes a script will work for one market but not for another. Here's an example. The client was a retailer of hot tubs and spas and the first commercial concept was based around the line "We love to hear our customers moan". However this was considered too risque for one market and so the concept was changed to 'How easy it is to get into hot water'.

You can download these commercials and use them as spec spots for your prospects. You can also download and alter the scripts to customize them for your clients.

You can download commercial #1 here. (Right click and choose "Save target as..." or "Save link as..")

You can download the script for commercial #1 here. (Right click and choose "Save target as..." or "Save link as..")

You can download commercial #2 here. (Right click and choose "Save target as..." or "Save link as..")

You can download the script for commercial #2 here. (Right click and choose "Save target as..." or "Save link as..")

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Baking Company Audio Examples

Here's an example of two approaches to the same commercial brief. We recently created a commercial for a local bakery client for a radio station - and the station wrote their own as well and both were presented to the client.

We've put them both up here for you to see and compare; it's an interesting way to see two different takes on the same brief.

You can download these commercials and use them as spec spots for your prospects. You can also download and alter the scripts to customize them for your clients.

You can download commercial #1 here. (Right click and choose "Save target as..." or "Save link as..")

You can download the script for commercial #1 here. (Right click and choose "Save target as..." or "Save link as..")

You can download commercial #2 here. (Right click and choose "Save target as..." or "Save link as..")

You can download the script for commercial #2 here. (Right click and choose "Save target as..." or "Save link as..")

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Rumpus Rooms Audio

Even though the economy is down, there are some areas which are seeing some increases - particularly businesses which cater to families and individuals who want to do things at home they would normally do outside: this includes home theater, music, DIY, in-home entertaining etc.

Here's an example of a commercial and script for a business that builds home entertainment roms, media rooms and family rooms to customers' own specifications. It's also a really fun script.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: family, fun, home decor, entertainment, home theater, contractor, party

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Carpentry Commercial

One of the effects of harder economic times is that people try to save money on home improvements by doing it themselves. This can make it hard for local service providers, craftsmen etc.

Here's an example of a commercial and script for a local carpentry business. It's designed to get the message acros that there are some things better left to professionals and to inspire interest in having a professional do the work for you.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: craft, artisan, wood, flooring, re-modelling, home improvement, cabinets, kitchen, bathroom

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Travel Agent Audio

Travel agents have had a hard time of it since the rise of Internet travel. But over the years they have found a niche in taking the hassle away from business executives and their complex itineraries and families wishing to figure out special vacations to more exotic or different locations.

Here's an example of a commercial and script for a travel agency. It's nicely produced and should spark interest from any similar business in your area.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: travel, vacation, schedule, flights, airport, holiday, agency, tickets

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Cash Advance Business Audio

During these hard times there are some industries who will be doing better than ever - and therefore wanting to advertise more. One of these sectors is likely to be cash advance and check cashing businesses.

Here's an example of a commercial and script for a cash advance company. This ad goes straight for the key target audience, but captures a good, repetitive tag line that can be easily adapted for any similar business in your area.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: money, paycheck, cash, advance, banking, wire, western union, payday

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Car Audio Supplier Ad

If people are finding it difficult to purchase brand new cars - you can guarantee that more money is being spent on upgrading the cars people already own! A great way to do this is to add features to your automobile, like sound systems, paint jobs etc.

Here's an example of a commercial and script for a car audio company. This ad goes straight for the key target audience, but captures a good, repetitive tag line that can be easily adapted for any similar business in your area.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: auto dealer, cars, audio, upgrade, sound system, detailing, customization

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Salvage Company Commercial

There's more to the auto industry than regular car dealers: now that times are hard, everyone's looking to save a buck - and certain sectors may benefit - and have more ad money to spend!

Here's an example of a commercial and script for a car salvage company. The ad positions the product as perfect for the times we live in today.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: auto dealer, cars, salvage, wreck, repairs, pre-owned

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Attacking Confusion Head-On

Sometimes, a client has a very specific need to address and signing them up for an airtime campaign may depend on you addressing this problem. We received an email from an ARIA Connect subscriber, as follows:

"I'm having a hard time with a client who owns a hunting, fishing, archery, and shooting store called Sportsman Inc. He is reluctant to advertise during our sports broadcasts, this week is the high school state championship football game and amazingly 2 of the teams in my city are playing in it. He wants to support the high schools but (based on prior print efforts) is not willing to invest ad $'s to have people call and ask if he carries sporting goods like baseball bats, etc.

How can his ad address that issue without being negative in the copy talking about what he doesn't carry?"

Interesting. The first reaction to this for many sellers may be to try and create some kind of commercial that avoids the issue, or that tries hard solely to focus on the products the client does carry to clear up the confusion. Our opinion however was that this is an important issue which needs to be addressed head-on - and that radio is the perfect medium to so. We wrote a script and produced a demo. See what you think.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: sporting goods, hunting, fishing, shooting, guns, hooks, bait, archery, crossbow

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Flooring Company Commercial Concept

The New Year is always a time when we look at our surroundings and wish for a fresh start. Home Improvement tasks are forefront in peoples' minds. This, coupled with the downturn in the economy, means that suppliers of products like flooring are keener than ever to get business.

Remember, the businesses that survive this downturn will come out the other side stronger and with larger market shares than ever. Helping your clients see how important advertising is in this equation is a big part of your job as a seller.

Here's an exaple of a commercial and script for a fine flooring company. Notice how in only 30-seconds you can achieve the entire situation example and business details and still not sound rushed. This allows you to give your client greater frequency for less spend.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: DIY, home improvement, floor, wood, contractor, decor, carpet, tile

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Home Improvement Contractor Idea

With the economic situation and the property market worse than it's been in a long time, property-related service companies, builders, craftsmen etc. will be being hit hard.

It's vital that you help such businesses and clients understand that now is the time to make sure their advertising is strong and effective. It could be that some of these businesses will close over the next few months. However, the ones that survive will come out the other side stronger and with larger market shares than ever. Helping your clients see how important advertising is in this equation is a big part of your job as a seller.

That's why we're continuing to post well-constructed example commercials in these sectors. Take this one for a countertop company. The basic idea can be adapted to any home improvement craftsman / contractor.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: DIY, home improvement, kitchen, building, contractor, decor, work surface

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School Enrollment Application Audio Campaign Idea

This is the time of year when parents have to begin thinking about and applying for places at schools for the 2009-2010 academic year. For private, charter and public schools with wide catchment areas or good reputations, competition for applications can be fierce.

This is one area where radio's emotional pull can work effectively and in a short, focused time period. We had to create a script for a private Christian school. You'll notice though that all the key driving words (in this case "Courage", "Action", "Truth", "Responsible", and "Change") can apply to secular schools as well, or replaced easily with key driving words which fit the thrust of your particular school client. Lastly, changing the word 'pray' to 'hope' in the penultimate line is probably the only other alteration you'd need to make.

What's most important is that this commercial works well in focusing on the fact that parents' choices of schools are largely emotional, and unless commercials in this sector reflect that, they are unlikely to be effective.

Click here and choose "save link as" or "save target as" to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: schools, education, religion, children, college, teaching

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Pet Kennels Audio Idea

As the holidays approach many of your listeners will be trying to make arrangements to have their pets looked after while they are away with family. You may not have considered this small but useful seasonal advertising category. Here's a nice spec spot idea you can approach your local kennels with.

Click here to download the script.

Right click here and choose "save link as" or "save target as" to download the audio file (mp3).

Key words: pets, kennels, boarding, vacations, dogs, cats, pet sitters

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"Community" Ad Idea With Audio

Here's an idea for an ad campaign that was run with a Lawn Care company - Community Lawn Care. Their angle was that a portion of all the profit they received from their lawn care services would go to a charity of the customer's choice.

As they were a lawn care company it was tied all together nicely with the phrase "Care, Grow, Give". This idea can be used easily for other companies of a similar nature, but will also work for almost any kind of service. The concept of allowing the customer to choose the charity to which the portion of profits goes is particularly attractive to the buyer; and it doesn't need to be overly taxing from an administrative point of view: the business can offer their customers a choice from a per-set list of charities to keep the paperwork down.

You can download this commercial and use it as a spec spot for your prospects. You can also download and alter the script to customize them for your prospects.

You can download the commercial here. (Right click and choose "Save target as..." or "Save link as..")

You can download the script here. (Right click and choose "Save target as..." or "Save link as..")

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