How do you measure results when you're writing spots, Facebook posts and promo pieces? As our sponsors, advertisers or donors request more data and proof of performance, it's important to know how to write for results. So before you sit down to write up your next flight of ads or sponsor appeals, take time to ask - and answer - these three questions:
1) What do I need to accomplish? In media, we're always taught that the first question to ask is, "Who is my audience?" But before you ask that question, you need to answer the basic question, "What do I need to accomplish?" What is the advertiser asking you to do? Why is she asking for that result? What do you need to do to achieve that result? Know what it is that you need to do before you sit down to write.
2) Who is my audience? You may think you know about your audience...but do you know them personally? When was the last time you sat down and talked to a real, live person in your target audience...and not just to ask what she likes about your station?
3) What do I want my audience to think, feel or do as a result of my message? Now we're talking real, specific behaviors and actions that can be measured. What do you want your audience to think about your latest fund-raising appeal? Why do you want them to feel that way? What one specific action should they take to act on that feeling?
Answer these three questions before you write. You'll find that the answers will focus your creativity and result in strong calls to action that listeners can't miss.