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Turn It Up

Learn what your radio ads need to succeed, and get ready to make some noise.

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This story appears in the January 2004 issue of Entrepreneur. Subscribe »

Radio campaigns are standard fare for many entrepreneurs nationwide. But do you know what turns a ho-hum radio concept into a terrific ad and what makes for the most effective on-air copy and execution? It takes more than amusing your audience-though that helps.

"People don't mind being sold to, if you're going to entertain them along the way," says copywriter extraordinaire Adam Chasnow of Goodby Silverstein & Partners in San Francisco, whose work for Hollywood Video and Saturn, among others, has earned four coveted Radio-Mercury awards, including the $100,000 grand prize. Chasnow believes there's "a wall of terrible radio advertising out there that's annoying to listeners," and entrepreneurs often end up spending thousands of dollars on ineffective campaigns. So to get the best results from your radio efforts, follow these three guidelines for commercials that make listeners sit up and take notice:

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