How to Construct Radio Ads
By
VendorSeek
How do people become knowledgeable about your business? Your company will not make money without attracting customers. Marketing and advertising informs the outside world about your company, products, services, etc. The age of computers has opened more doors for marketing endeavors, but traditional methods continue to work as well. The radio was one of the first platforms used to inform the masses about particular businesses, and over a half century later, it is still a useful marketing tool. The following article illustrates how to orchestrate successful radio ads for your business.
Be different People are accustomed to radio ads. We all hear ads for losing weight fast, getting rich quick, etc. If your ad sounds too familiar or exactly like competitors’ ads, then you lose any chances of becoming distinct. If your company offers products and services in an industry with a large number of competitors, then it is even more important to be different in your approach to the public. People will remember something they have never heard before, otherwise your ad will be tuned out.
Meeting of the minds The left side of the brain is logical and the right side is more creative and emotionally inclined. Successful radio ads appeal to both sides of the brain. Attempt to intrigue the customer first by inciting their emotions, and then entertain their logical side by offering reasons why they should give in to their initial emotional response.
Great Speaking Some public figures, such as Martin Luther King Jr. and John F. Kennedy were known for being great public speakers. You want the speakers on your radio ad to captivate those listening. Some have a natural talent for using articulation and inflection when speaking. Since radio only involves the sense of hearing, what is heard must compensate for the lack of other sensory stimuli.
Simple yet effective Most radio ads run for about a minute or less. It is enough time, but not a lot of time. Your company needs to decide on what information will be relayed in the ad. Too much information will disengage the listener and too little will also be ineffective.
Paint a picture As aforementioned, radio primarily stimulates the sense of hearing, so it is up to the sound to affect the other senses indirectly. The ad can use sound, multiple speakers, inflection in tone, etc. to “paint a picture” to be experienced by the rest of the senses.
Call to action Amidst captivating and entertaining the listener, your business cannot lose sight of why you are orchestrating the ad to begin with – to make sales. There must be a call-to-action ingrained in the ad prompting the listener to make a move. Whether it is visiting your Web site, calling a toll-free number, going to your store, etc., your message must instruct the listener to make a commitment.
Book jackets Books did not always come with a jacket. It does protect the integrity of the book’s structure, but it is really used for marketing. Think of the first lines in your radio ad as its book jacket. People briefly scan a book’s jacket to see if they will have further interest in reading/buying the book. People will do the same within the first few seconds of your ad. If it seems interesting, they will continue to listen. It is best to come out swinging in your ad; save the best stuff for the beginning.
Be them A big mistake of advertisers is immediately going into the “how” of their products/services. Knowing “how” something works is important, but first you must cater to the listeners’ needs. Create an image of a problem the listener can relate to and make your product/service be the solution to that problem.
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