It's hard to sell packaged chicken when your commercial is aired after the dinner hour. With that said, you have a precious few seconds where you are guaranteed an audience. If you blow it because of the quality of the message, you have no one to blame but yourself. Immediately link specific benefits directly to the listener's needs. Remember, you only have a few precious seconds to create interest.
Attention spans are short in general, and even shorter when people are listening on the telephone.
Hence the listener should receive the most important details early in the message when his or her listening is at peak efficiency. For example, if I'm selling tax free municipal bonds, I want to be able to relate the specific benefit of tax free to the buyers need to save money on taxes right up front before I speak about anything else. Picture your target market. Think about who you are calling. Radio advertising always identifies the target market and then communicates as if that customer was standing right in front of the announcer.