SIMPLICITY: Remember that listeners don’t listen to commercials with too much attention. Make sure a 5- year old child can understand your radio spot on one listening.

CONSISTENCY: The open and close of radio commercials should remain the same over a long period of time. It’s the easiest way for your company to be recognized and remembered when the listener is making a buying decision.

REPETITION: Who you are and what you do it most important. So tell them, over and over and over.

TAG LINE: Make sure you have one and use it on every commercial.

TIE TOGETHER: Broadcast, print and signage should all be consistent in content, and work together like a team.

TARGET STATIONS: Advertise with radio stations that most closely hit your target customer.

FOLLOW THE B’s. Blitz your ads (high frequency) then take a break. Blitz-then a break. Blitz, break, etc.

BIG FISH: Don’t spread your budget too thin. Better to be a bigger fish in a smaller pond. (advertise with higher frequency on fewer stations)

NO FUNNIES: Humor is too hard, and too expensive to produce.

DON’T ENTERTAIN: Leave this to David Letterman.