First, remember that the audience listening to the radio consists of the general population. You won't be able to single out a specific group of people and ask them to listen to your commercial while the rest of the audience turns a deaf ear to what you have to say.

Since your radio ad will be heard by everyone listening, be sure that your product or offer is something that has mass appeal.

Even though you want to make your message compelling to a very broad audience, you might be helped by the fact that most radio stations broadcast to specific demographics or distinct age groups.

For example, people in the 30-50 age group are most likely to tune into classic rock station while the Top 40s are generally on the radios of those in their teens and early twenties.

So if you're able to identify your target market by age or other demographics, you might be able to reach your intended audience simply by selecting the right radio stations for your ads.

Next, tailor your offer to the medium.  By that I mean be aware of what seems to be producing well for other advertisers and create offers that have a proven success rate.  Over time, the offers that have been successful on radio include:

• Records/Cassettes/CD's
• How-To-Books
• Self-Help Materials
• Specialized Gift Items
• Employment Offers
• Business Plans
• Videos (Specialized)

Of course there are many other items that can be advertised quite successfully with a great radio commercial, but this list should give you a head start.

Remember to focus on the market and the offer, and see what kind of results you can get by sharing your message on the radio.