Avoid Overused Hooks

Now, more than ever, in these unprecedented times, I encourage you to be original!

There’s a repertoire of phrases that we all use in radio ads in an effort to grab listeners’ attention. They look good written out and make sense, but when overused sound like white noise. Here are a few examples of overused hooks that fall flat:

“In these unprecedented times…”

“Now, more than ever…”

“Attention [insert demographic]!”

“[insert business name] is here for you…”

These hooks are overused in radio ads by companies who want connect with listeners during the pandemic. The problem is, everyone is sick of hearing these over and over. We all know we’re in unprecedented times and that companies are here for us. The key is to convey these sentiments in a refreshing way.

Ask yourself: how would you want to be sold something? Which radio ads hook you in? How would you tell a friend about a product or service? A couple of great alternatives to overdone radio intros are writing your ad in dialogue format or as a testimonial or endorsement. These formats set you up to write a conversational script that feels more personal.

Examples:

“My family has been having a difficult time this year…”

“Friend 1: Hey, are you still looking for a job?

Friend 2: Yeah, it’s been a tough year.”

These examples sound less formulaic and a bit more natural. They acknowledge that this is an “unprecedented” time without saying so explicitly.

As we enter holiday season, you should also be aware of overused seasonal hooks! Here are a few examples:

“Halloween isn’t canceled!”

“Christmas may look different this year…”

“There’s still a lot to be thankful for this Thanksgiving…”

These are lines that listeners will hear repeated on the airwaves over the holidays. If you want your ad to stand out, spend a few extra minutes figuring out different ways to express these messages or write something truly unique. It’s helpful to read through what other writers have submitted to avoid repeating the same lines. Remember, in a sea of radio ads, clients are looking for something that really stands out!

Sometimes clients want something more middle of the road and safe in terms of copy, so I’m not totally dismissing these hooks. That said, I strongly encourage you to try writing something distinctive instead of going with the obvious option.

For a variety of original scripts, check out Write Label!