Radio commercial “sell” refers to the kind of approach that the advertiser uses to promote a product or service to the audience. The effectiveness of each type of radio commercial “sell” depends on the kind of product or service being advertised and the personality of the target audience.
The two basic “sells” for audio advertising are the hard sell and the soft sell.
The Hard Sell
The hard sell method is used to make a radio commercial more appealing to the listeners’ needs and wants. Most people can be become more interested in a product if the commercial appeals to their needs and wants. The voice talent is particularly important in the presentation of a hard sell commercial.
The Soft Sell
This method is more subtle and refined, and it appeals to the mind and imagination of the listeners. Soft sell commercials are usually more informative and entertaining.