Summarize the following:
The content of your copy should be inspired and informed by the research you conducted on the product or service. The intended audience will likely have questions that are similar to your research questions. Good copy anticipates these questionsanswering them before the customer even has a chance to wonder. Always write with your audience in mind. Scrutinize each word, phrase, and sentence of the copy to ensure that it will be well received by your target audience. Provide your audience with a comprehensive understanding of the product or service. Explicitly state how the product or service will benefit, improve, or fill the need of your customer or client. Radio ads are frequently tuned out by listeners and extremely short. To compensate for these circumstances, copywriters must capture their audience's attention quickly and write short, precise, and clear copy that holds their listeners' attention. Achieving this delicate balance is tricky, but possible. Do not try to share every detail about the product or service in the copy. Keep your message simple and the focus on the product or servicedon't let the copy get bogged down by an overworked creative format. The product or service should not be overshadowed by a vignette, dialog, or testimonial. Revise your copy with an editing eye. Consider every word, phrase, and sentence carefully. Could you shorten a sentence from 15 words to 6 words? Is that joke relevant? Is there a better word? Remember that most people who are listening to radio advertisements are driving a car. When the music or show stops, they are apt to change the station. The copy must stop them from changing that station, or get through the other thoughts they have in their head while driving. In addition to presenting the product or service in comprehensive and articulate manner, radio ads must also call its listeners to action. In other words, you must explicitly tell the intended audience what it is you want them to do. Call to actions may include telling your listeners to: Buy the product or try the service Go to a sale at a specific store Contact the manufacturer or business Attend a concert or club Watch a specific television show Radio ads rely heavily on sound effects and music to help listeners visualize a scene. When incorporated into the copy correctly, sound effects and music can elevate and transform an ad. As you write the words of the radio ad, simultaneously envision the accompanying sound effects and music. Sound effects and music should never be an afterthought. You may also wish to include unusual voices in your ad. For instance, if you are selling a beverage, hearing the bottle open can be enticing. If you are selling season tickets to a baseball team, the crack of the bat and roar of the crowd can grab someone's attention. Rely on these other elements to enhance your ad.

Summary:
Use your research on the product or service. Create copy that is engaging and simple. Provide your audience with a clear call to action. Use sound effects wisely.