When writing radio spots, it's important to realize that everyone has mental images of sounds they hear. This means radio writers must:

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Radio writers should take control of the listener's imagination by creating the mental image that leads to the proper response. This helps ensure that the listener will respond in the desired way to the advertisement. Limiting the use of sound effects or telling listeners what to visualize may not be as effective in creating the desired response. While listeners ultimately control their own imagery, the writer can guide their imagination to a certain extent. And while radio may not have the visual component of other advertising mediums, it can still be effective in promoting products or services.

When Writing Radio Spots, It's Important to Realize That Everyone