Buying Radio? Read This and Dont Waste Your Money

Pay close attention and make it work the best for you.

No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio stations. Maybe you've even entertained them in your office. Hopefully you didn't have to sanitize your phone or office afterwards.

Well, radio can be great way to garner awareness cheaply... ahem, inexpensively... if you do it right. Remember... 97.823% of all radio ads S-U-C-K. That leaves you to carry the banner for great radio advertising. And when you do, you will get noticed. Believe me, you will get noticed.

Why do so many radio ads suck? Between the screaming car ads, nasally voiced business owners who should never get anywhere near a microphone reading their own ads, and the next "turnkey" business opportunity, they are all dressed in their plaid suits and resorting to hucksterism. They want your money and they want it now.

They forget one thing. Well, actually a lot of things, but the main thing they forget that people are not tuning in for their ad. Listeners want Rush, Rome, Al, Laura, music, sports, news, or whatever. People aren't saying, "Gee, I gotta hear great heating and air conditioning ads today!"

Your ad is interrupting what they listen for. By nature, you are already behind the eight ball before you start in radio. But there is hope.

First off, do NOT let a radio station employee write your ad.

If your exec isn't a writer (you may luck out in that some radio execs are copywriters in training looking for an agency gig) and you don't speak up, your ad will probably get written by either: the station producer- who may have already written 4 or 5 other ads that same DAY,who doesn't have enough time to fully attend to your needs, and thereby wasting your money; OR a disc jockey (strange term- they don't spin wax anymore, Daddy-O) whose annoyed he or she has to write an ad, or who's not a talented writer to begin with, also wasting your money; OR by an intern, secretary, or other employee - who may relish the opportunity, but may not have the chops yet, or is being pressured to write something "quick and dirty" so it can produced and on the air -- also thereby wasting your money.

You have creative control and the ultimate yay or nay, so feel free to choose your writer. Hint and Shameless Plug : There is a link here to direct you to an excellent radio writer. It's http://www.brandedbetter.com.

Now, when it comes down to concepting and reviewing scripts, remember this: Radio is called Theater of the Mind for good reason. Use it to your advantage. Recall your disadvantage before starting.

Cleverness will grab attention. But... it must be on strategy to be effective. Give your writer ONE benefit to express. How does that benefit resonate with the target audience? Don't think if you have a "mundane" or "boring" product or service, there's no cleverness to be had. Give a good writer enough information, and they will find it.

A few of the BEST radio ads I've ever heard was for a soil conditioner. Yup. A soil conditioner. Two voices. One performed by the writer. The other performed by midlevel (read... talented, and nonunion) voice talent. Writer as The Hick Farmer. Nonunion Talent as the Smart Farmer.

Hick Farmer: "Hey, nay-bor...Whatzzat on yer roof?"

Smart Farmer: (obviously) "It's a satellite dish."

Hick Farmer: "Whazzit fer...? Talkin' to the Martians?"

You can almost hear the slack jaw in your head. And it makes you want to hear more. That's your goal for radio.

Another ad for the same product was even better.

Smart Farmer: "Hey, neighbor... Why so glum?"

Hick Farmer: "Aw... the weeds, the bugs, the disease... my crops are about ruined... I've had an awful year. The wife has been pickin' her tooth for leftovers."

Now, I'm not a farmer. I never heard of conditioning soil. But, you can bet I understood what it did after these ads. And did I mention I was wondrously entertained when receiving this information?

To be fair, these ads were produced by an ad agency with a good sized budget. The campaign also won some ad awards and some industry awards. The point is-- a good ad isn't loud, repetitive, trite, condescending, or tries to jam as many words possible into the time frame. In fact, silence works to your advantage. Silence in radio (or even TV) is like white space on a print ad. It tastefully surrounds the content for maximum effectiveness, drawing the eye (in this case, ear) in to read (hear) the copy.

Voices are important, too. Ever listen to the radio and hear the same voice all over the ads? That's usually Mr. or Ms. Producer-- the person who makes sure the ad gets made. That's why they don't have time to write a good one for you. Many freelance writers, myself included, know something about voices and casting, and can probably get you the best talent for your dollar. Some writers can even voice their own copy. And think twice, no... three times about voicing it yourself. Better make that four times.

Oh, and if you're wondering what length of ad to buy? In most cases, go for the :60. For just a few dollars more, you get twice the time to play with. If you are spending money on radio, use ALL the resources available to you to create the best possible ad. And that usually entails going outside the radio station walls to get it. ~~

John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his website http://www.brandedbetter.com. Speaking with both agency and in- house experience, he knows the most valuable asset of a businees is its brand.

In The News:

In-Game Advertising 101  MarTech Series

Why Most Advertisements Stink!

Question: What do you think the most important part of... Read More

Fax Advertising : Hitting Your Target Immediately

In the business of marketing and advertising, it used to... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

How to Write B2B Ads That Catch Customers

Are your business-to-business ads working for you? If they are... Read More

6 Must-Have Elements of a Powerful Brochure

Most brochures that businesses put out today end up doing... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand... Read More

How To Tame The Buying Beast Inside Your Customer

What if you can understand and control your customer's mind?... Read More

How Do People Know Youre in Business?

One of the most important things to do now that... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

God Bless The Refrigerator Magnet!

Ah, my very favorite promotional product of all, the refrigerator... Read More

Whats On Your Business Card?

A professional business card says more about you and your... Read More

Nine Power Words To Punch Up Your Ads

As every professional politician and public relations man knows words... Read More

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

How to SAVE Yourself from Spending too Much Money on Advertising!

How much money have you spent in Advertising, Promotion &... Read More

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a... Read More

In Advertising Bigger isn?t Always Better

If you have been following the recent advertising news you... Read More

What Do Your Ads Say?

Make a list of everything you think should be included... Read More

Marketing Messages with Add Zest & Appeal

Boring is one thing you can't afford to be when... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating... Read More

See How to Advertise and Gain More Money to Blast Another Project

We have a Great News that we think that may... Read More

A Lunchtime Lesson on Print Advertising

I promise you'll be able to finish this article before... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More