Take Your Radio Ads to the Next Level

Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway.

Radio commercials should sell the benefits (not features)of your business/product and should be on the same page with print, TV and billboard. A major problem in business advertising today is the lack of coordination of a campaign where all media are targeting the same message. The newspaper ad says one thing and the radio commercial doesn't seem to fit anywhere. Wasted money. Hit 'em with the same message across the board and you increase your reach.

Radio commercials at smaller radio stations are typically created by the radio salespeople or the announcers. In most cases, neither are trained at selling benefits. It's your money and you shouldn't spend it on amateurish and/or totally ineffective commercials.

The biggest mistake many business people make is letting the station staff come up with the commercial copy and finished product. When they play it for you, you can tell they really love it. They wrote it, maybe they voiced it. It's me, me, me. They love all the fun they had making it. They don't know squat about selling benefits.

Effective radio commercials Remember Tom Bodett for Motel six? A great campaign, it was Tom delivering the benefit for staying at the motel with a little music in the background. Award winning. And Motel Six business shot off the charts. Benefits sell. Yet few local radio people would be comfortable with a straight voice Tom Bodett style ad. They want you to feel like you are really getting something for your money. so they produce a grand scale dud.

Here are BIG Mike's tips for better commercials

Don't Do It Yourself You may be able to write it, after a little practice, but don't get fooled into thinking you can do it better than a professional announcer. The radio people will want you to voice it because some of your fiends will tell you they heard you on the radio and you will be convinced radio works. Phooey. That's an old way to sell ads. The high powered ad agency worked with David Orreck for several days to get those vacuum cleaner commercials to sound like one-takes.

Avoid two-voice "slice-of-life" ads Many are made by dragging the receptionist into the studio to play the wife or mother and the result is something that sounds like the junior high school drama class made it.

Steer clear of characterizations The last of the great character actors on radio was Mel Blanc and he died 20 years ago. An 18 year old kid trying to sound like a crusty ol' sea captain doesn't get it.

Don't try humor - it ain't funny Remember the main reason to advertise, WIIFM, What's In It for Me, that's what they want to know. Sell benefits. Take a poll, no one cares about a cutesy commercial, they care about what's in it for them. Yet, every radio station in the country has at least one would-be Bob Hope who thinks he can out-funny the pros. It doesn't work. Consider how you feel when you hear one on the radio. It sure doesn't explain why you should visit the store, unless it is to punch out the owner for being so stupid. Ditch the lame humor for real substance

90 Seconds into 30 Won't Go. The power of the pause is important in radio commercials. Too many radio people take you literally when you tell them what you want in your commercial and try to get it all in one ad. Instead, ask them to create several that will rotate on the air. Take your time to explain the benefits.

Don't buy anything longer than 30 seconds Some station price 60s double what they charge for 30 seconds, other plus up the 30 rate by 20 or 25 percent. Either way, you don't need a 60. Make two 30s and get more exposure and save more money. Heck, if you can say the entire Lord's Prayer in 20 seconds, you can sure sell your benefits in 30.

Ask for an out-of-market voice These days with email audio attachments, many radio stations share voices around the country. You can get a voice thousands of miles away that will do ads only for you. In turn the station announcer who would have done your ads, does one for that station, an even trade. The exchange takes only seconds, no one does any more work and the cost to the advertiser is zero.

Be sure your radio ads sell the same benefits at the same time as your newspaper, shopper and other print and billboard ads. Plan your advertising well in advance, just like the other parts of your business.

For more about advertising, get my article "Cable Ads 5 Bucks!" Send a blank eMail to MailTo:[email protected]

©2005 BIG Mike McDaniel All Rights Reserved [email protected] BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]

In The News:


AdAge.com (blog)

Brand Safety Issues Go Way Beyond YouTube | Special: Advertising ...
AdAge.com (blog)
AT&T and J&J are the latest big advertisers to pull YouTube ads, but the problem of ads placed in offensive content extends way beyond Google.

and more »

Investor's Business Daily

Will Google Advertising Flap Boost Facebook, TV Networks?
Investor's Business Daily
The advertising flap began last week in the U.K. after major brands such as Volkswagen (VLKAY) and Havas complained over ad placement and YouTube's content policies. In a blog, Google pledged to give advertisers more control over where and when ...
J&J joins YouTube advertising boycott as Google struggles to contain crisisSilicon Valley Business Journal
AT&T and Verizon join advertising boycott against Google over offensive YouTube videosTechCrunch
It only took us five minutes to find a big brand advertising on hate group YouTube vidsMashable
Campaign US -Allure Magazine -MediaPost Communications -Google Blog
all 171 news articles »

AdAge.com

J&J and Verizon Join Major Marketers Suspending YouTube Advertising
AdAge.com
Johnson & Johnson has suspended its YouTube advertising globally, joining a growing group of advertisers and agencies stepping back from the dominant video platform over ads' proximity to hate speech, terrorist propaganda and other objectionable ...
Google advertising row spreads to US brandsBBC News
Verizon, AT&T suspend ads from Google over offensive videosReuters
More trouble for Google: Verizon and AT&T pull some Google ads as concerns mount about hate contentCNBC
Adweek -SiliconBeat -Google Blog -The Guardian
all 536 news articles »

Adweek

Sling TV Is Partnering With Adobe for Programmatic Advertising ...
Adweek
Sling TV is getting into programmatic advertising, partnering with Adobe's newly unveiled Advertising Cloud to let brands bid in real time on livestreaming and ...
Adobe launches Advertising Cloud - Screen AfricaScreen Africa (press release)

all 4 news articles »

AdAge.com

London Mayor Sadiq Khan Cancels Advertising Week Europe Talk
AdAge.com
But later Advertising Week's executive director, Matt Scheckner, encountered in a hallway at the venue at about noon, said Mr. Khan had been called into a British government cabinet meeting. Mr. Scheckner said Mr. Khan's theme, in a Q&A session with a ...
Sadiq Khan cancels Advertising Week Europe appearance following Westminster attackThe Drum
Sadiq Khan: London mayor says terror attacks 'part and parcel' of living in a major cityThe Independent
Donald Trump Jr. on Twitter: "You have to be kidding me?!: Terror attacks are part of living in big city, says ...Twitter
Evening Standard
all 287 news articles »

Forbes

Navigating The Growing Pains Of Advertising To The Education Market
Forbes
As industries go, healthcare and education rank neck-and-neck as the two largest industries in the United States, with education totaling a whopping $1.2 trillion in total expenditures, or 7.2% of the nation's GDP. And while the healthcare industry ...


Yahoo Finance

Advertising That's More Than 'Hot Air'
Yahoo Finance
TORRANCE, Calif., March 23, 2017 /PRNewswire/ -- Toyota Mirai trailblazing customers care about the air – their vehicle emits nothing but water vapor. Now, the fuel cell car's newest campaign is blazing a trail with eco-billboard technology that will ...

and more »

Adweek

Facebook's Head of Advertising Says Purpose-Driven Marketing ...
Adweek
Purpose-driven marketing like this Airbnb ad from the Super Bowl may be around to stay. Airbnb. Share. By Marty Swant. |. 1 day ago. Share. Facebook's head of ...

and more »

Adweek

How to Prepare for Mobile Advertising's Fast-Approaching New Frontier
Adweek
Only a few years back, mobile was a “maybe” in the marketing world. In short order, smartphones and tablets proliferated. Consumer consumption on smaller screens rose. Suddenly advertisers needed to be “mobile first.” Taking things one giant leap ...


AdAge.com

Forget Out of Home, Try Out of This World Advertising With VR
AdAge.com
Now, imagine flying through Times Square and all the ad screens are taken over by one brand. Now, imagine a future-based video game, chasing through traffic, and a billboard up ahead is playing a commercial. Whatever future is in store for advertising ...

Google News

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More

Radio Interview 101

Different Types of Station ContactReaching radio hosts (for the purpose... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

Constructing Business Advertisements

What many may consider the most important part of advertising... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

Should You Advertise on TV?

When people discover my background in advertising, the questions flow.... Read More

Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools

If you're a retailer and the only kind of advertising... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

How To Tell If An Advertisement Costs Too Much

People say it all the time: "This advertising costs too... Read More

A Lunchtime Lesson on Print Advertising

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

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

How Can All the Radio Stations Be #1?

Are you confused by all the information you receive from... Read More

Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

The success of a business plan stands or falls on... Read More

How You Can Create Advertising That Sells

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

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Why Your Ad Failed

So you spent good money on an ad, put it... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

Write Attention Getting Advertisements

The most important aspect of any business is selling the... Read More

Which is Better Digital or Offset Printing?

As technology continues to improve, the quality of digital prints... Read More

Do I Need Raised Letter or Full Color Business Cards?

If you've been searching around for business cards that will... Read More

How to Write B2B Ads That Catch Customers

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