Rule the Waves: This article deals with radio spots too. Television commercials are a mix of visual and verbal treats. Radio commercials are purely verbal treats. Buying into these treats produces some fine results.
Copywriting for commercials is more than just words. It’s real-time, one-time communication that has to make an impact in ten seconds or less. A television commercial is a primarily visual project. Copywriting TV commercials therefore need to support visual appeal. The script, spoken or overlayed on screen, are pillars that support the visual monument. And while the visual aspect carries the most weight, poor copy can pull the entire foundation down, and great copy can push it from good to magnificent. Congruence is key here. Copy in television commercials reinforce the visual message, providing that final nudge to transform viewers to buyers. Quantico copywriters work closely with television and media production agencies to create on-brand messages that keep people engaged, not just interested.
Copywriting TV commercials requires seamlessly integrating content with the visual and audio elements of the commercial, to provide a focused, congruent message that inspires action from audiences.
The best radio commercials are auditory bits of information that compel listeners to use their imaginations. Nothing is more powerful than the mind of a consumer that’s already made up. And that’s the goal of radio commercials. Great copywriting for radio spots trigger listeners to add their imagination to the stream of words and sounds to create a symbiotic symphony of communication that propels action.