An effective radio ad cuts through the din and clamor of everyday life.
It grabs your attention and causes you to consider the messaging or value proposition that the advertiser is presenting. In some cases, it might even cause you to respond with a product purchase or a visit to a local business.
The sad fact is that most radio ads never reach that level of effectiveness. Instead, they are placeholders – fillers that occupy the airtime between programming segments and are quickly forgotten by listeners, assuming that listeners even paid attention to them at all.
As a small business owner, you can't afford to invest in background noise. You need radio ads that drip with impact and compel listeners to respond to your message. Successful radio advertising isn't rocket science, but it's not intuitive, either. By following a few common sense tips for creating effective radio ads, you can dramatically increase the number of listeners who act on your ads.
- Simple wording. A radio spot is not the place to dazzle the world with your brilliant vocabulary. The best ads are simple, straightforward and to the point. It's okay to be creative, but don't go overboard with complicated, multi-person dialogues or gimmicks that distract listeners from your message.
- Interesting content. Your content has to be interesting enough to capture the listener's attention. A straight recitation of product features won't get the job done. With the help of your creative team, you'll need to find a way to rise above the other ads that are competing to be noticed during the same commercial break.
- Motivate, don't sell. Radio ads aren't designed to sell products. Any radio advertising professional will tell you that the primary purpose of a radio ad is to motivate the listener to seek out your brand, store or product line.
- Concise. Radio ads are designed to fit into 15, 30 or 60 second timeslots. You simply don't have time to waste on useless or ineffective information. That means you will need to make sure that your radio ads are concise and to the point. An ad that clearly articulates your primary message is always more effective than an ad that tries to be exhaustive.
- Conversational tone. Owners and even some professional content writers have a tendency to forget that a radio ad is not the same thing as a print or online marketing piece. The tone of a radio ad should always be conversational. If the content doesn't sound right being spoken, then it won't get the results you're looking for when it hits the airwaves.