We’ve all heard thousands of radio ads over the course of our lives. Some we remember more than others. That’s why it’s important that your radio ads are not just memorable, but effective as well. Radio ads are an incredible opportunity to showcase your brand and share a jingle or slogan. But if done the wrong way, listeners will just come away annoyed or indifferent.
The good news is, there are certain steps you can take to ensure this doesn’t happen. So, what takes your typical radio ad from good to great in the eyes of potential customers? Here are three foundational rules that will help you in creating effective and memorable radio advertising campaigns:
1. Grab Listener’s Attention From The Get-Go
It’s easy to go into the creative process of developing an ad campaign underestimating just how quickly you have to get people's attention. And once you have it, you don’t lose them. So when it comes to radio advertising, if it is not catchy, it won’t work. If you don’t leave them thinking about your ad after it is finished, or with a question to ponder, you haven’t really done your job. And you do not have a lot of time to do this, so it’s important to get it right with the allotted time you have!
All this to say, it is important to make a strong impression with your radio ads. But how do you make a solid impression with your audience? First, make it authentic. People have strong BS detectors. Second, don’t be afraid to be BOLD with it. Get them into the proverbial “circus tent” with something silly, or something emotional. Basically, make them feel something! If you don’t feel anything, you won’t want to act on anything, either.
2. Make a Single Point Powerfully
You may have 8 things that are great about your business. You may have an endless list of things that are great about your business! But why would you put all of those great qualities and services in one ad? There is really no need for that because it could overwhelm and confuse your customers. Instead, we suggest taking a single point, and expanding on it. Hammer on that point. What is your business’s “wow” factor? Make a single point and craft it really well. The more clear and concise you are in your direction, the stronger your call-to-action will be, and the more response you will get from your ads.
So when you are crafting a radio ad, keep in mind that it is important to make a single point powerfully. And if you are creating a radio ad campaign, it is vital to do the same. If you are creating multiple ads for the same campaign, have them start the same way and follow the same structure and style, but change out your story. A great way to visualize this principle is through the “bricks and mortar” methodology. The metaphorical mortar in a business’ marketing message serves as its foundation, holding all advertisements together by remaining consistent. The bricks, or stories, will change periodically to capture interest; however, the mortar remains the same, thus cultivating a public expectation associated with your business.
3. Include a Strong Call-To-Action
Let’s say you have captivated your listener's attention by crafting your business's message in an effective and engaging way. What is the next and final step to seal the deal with your customers to take action? There is no better way than with a call-to-action! So, start with identifying what you want your call-to-action to be. This can widely vary on your type of business, and your goals. Let’s say that you want people to contact your place of business. Ask yourself, “What is the best way for people to contact them? Why do I need them to contact me?” Then, create a sense of urgency. People will procrastinate if they can, it is our natural inclination. Presenting your call-to-action as an issue and a thing they need to care about is a great way to create a sense of urgency and make an impact. And if your call-to-action is an offer, the offer has to be a strong offer. Think to yourself, “Is this something that I would leave the house for myself?” And lastly, remember, your audience typically needs to hear your ads several times before responding to your call-to-action. So be patient! Great things are always worth the wait.
Getting started with a new creative advertising partner is often the most difficult part of launching or changing a marketing strategy. It’s important to take the time to iron out what goals and parameters need to be set in order to establish a clear path for the campaign and your ad's creative direction. Once you do this, as long as you are working with the right ad partner, it should be smooth sailing! And we want to be a helpful resource and partner as you begin this process. Reach out to our team to start a conversation today or download our free radio campaign guide below!