Notice that I didn't say "don't", I said "don't unless they're REALLY easy to remember." You don't want them to look you up in the phone book - especially not the Yellow Pages. In fact, that should have been Tip #10:

10. Don't EVER, EVER put the words, "See our ad in the Yellow Pages" into a radio commercial, unless yours is without a doubt the biggest, best and most prominent ad in the YP. "See our ad" also means "see the ads of every one of our competitors". You don't want them to think about your competitors when they're ready to buy. Using your radio commercial to send them to the YP is to take 30 or 60 seconds that belong exclusively to you, and you alone, and suddenly fling the gates open and share that time with your competition. It's a waste of money, and it's says in neon lights, "An inexperienced writer did this commercial."

What radio commercials do BEST is IMAGING and POSITIONING, and supporting other ad buys.

What radio DOESN'T do well - and unfortunately, most radio salespeople are too ignorant to understand this - is drive a customer to a particular location for a particular sale on a particular day based on an airing of three or four spots.

And there's a reason for that: Although it was different in the days of "The Shadow", radio is now a transitory medium. It's something that, more often than not, you're using while you're doing something else. It's safe to assume from that, that potential customers won't drop whatever they're doing and rush straight to your store, or pull over and write down an address like "17425 Sycamore Lane NorthWest, Suite 14B". So what your radio commercial SHOULD do, is do such a great job of planting your name in the prospect's head that when they have the time, they remember you well enough that they can find you in the White Pages, in the mall, or in the place you told them to find all the details they need (like address, directions etc) when they have time to look for them.

Example: Have you EVER heard a McDonalds commercial that gave you an address, or directions? How about Home Depot?

It sounds like this may dictate another thread where I can provide some examples of copy from "classic" radio commercials, legendary for both the genius of the writing, and the massive impact they had on sales.

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