Before TV, radio was an all – powerful medium. Sir Winston Churchill used it to bolster Britain’s morale to help win the Second World War.

His eloquence has never been equalled in 70 years. Why?

Well a 30 second radio commercial leaves little time for eloquence. But that’s no excuse for not trying. I don’t mean using flowery and high falutin’ language as favoured by Churchill.

I mean putting the case for your product forcefully, each word carefully chosen. Choosing words that will get the desired response from your target audience, both emotional and practical.

It is said that Churchill re-wrote and re-phrased his famous wartime speeches many times and that before delivering them he rehearsed in front of a mirror!

Ask your creative agency to work and re-work a script, to re-write and re-phrase until you feel comfortable that what you’re signing off is saying exactly what you want to say to get exactly the response you want from your audience.

I had a client once who, if he thought I was getting a little complacent or a little slap dash , would take my proffered scripts and scrawl across them : CALL YOURSELF CREATIVE?

There’s no greater put down for a writer than that.

Try it sometime. Hopefully you’ll never need to do it with Radio Experts !

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

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