One of the more difficult commercials to write for radio is the product ‘demonstration.’ It has long been the stock in trade for TV advertising:
“My product is superior and let me show you why.”

Yet radio should not be shy over this – what is required is the extra 20% of thought and craft to be as convincing as any visual demonstration.

After all, radio has the power to paint pictures in the mind, and from there it’s a short step to ‘showing’ the listener why Product A is superior to Product B. It has been called “selling the sizzle without showing the sausage.”

If you have a product that is demonstrably better, we will show you how radio advertising can demonstrate this to its listeners. Done well, it will prove very cost effective indeed. If of course anyone throws up their hands and says you can only do this on TV and by spending a small fortune in the process, give them our number. Just like your product, we’re demonstrably better!

We’re here to show you how it’s done.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.

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