Tell a Tale on RadioIf you're running a radio commercial, figure out the amount of time you'll need to make your point.

Sixty-second ad spots cost only 20 percent to 25 percent morethan 30-second spots. But, of course, the radio audience attentionspan is notoriously short. Most advertisers buy 30s. It's thedefault purchase: Buy 30s unless you feel you'll benefit from60s. If you're convinced you've got a more complex (andmore riveting) tale to tell, go with the 60s.

Excerpted fromKnock-Out Marketing: Powerful Strategies to PunchUp Your Sales