12 Tips for Direct Response Radio Ads that Work

by Dean Rieck

Radio listeners are highly responsive. And radio spots are powerful, cheap, and simple to produce. Yet radio remains one of the most underused and poorly handled weapons in the direct marketing arsenal.

It's difficult to sell a product directly from a radio spot. But if you have a product with wide appeal, you can use radio to generate calls for your phone reps, build a direct mail list, or send traffic to your Web site.

Here are a few pointers for creating simple but effective direct response radio ads:

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