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:CableAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved
Mike@BIGIdeasGroup.com
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:subscribe-956603364@ezinedirector.net.


More Resources

Ten Ways To Sell Advertising Space Fast
1. Give your customers a discount when they spendover a certain dollar amount for ad space.
Power Headlines for Promotion Success
Do you send email to your Online audience to let them know about an upcoming teleclass, your service or your book? Do you have a seminar "flyer" on your web site? The biggest mistake professionals and entrepreneurs make is to announce, rather than promote themselves. Each piece you send or put on your web site should begin with the #1 copywriting winner--the headline.
Dont Be a Secret Agent
This tactic of the game was hard for me to master and at first I failed many times. I carried my business cards only in my briefcase, because I thought they were only used in business.
The Ultimate, "Must-Have" Home-Based Business for YOU
The Ultimate, "Must-Have" Home-Based Business for YOU aUnderemployed, Unemployed, or Industrial Age IndividualAllow me to educate you on the issue of job security andpaint you a picture of what the aftermath can be if youremain comfortable at your regular job. Job security is anold-fashioned term that claims the longer an employeeworked for a particular company, the more precious thatperson became.
Double the Effectiveness of Your Company Brochure
Let's face it - most brochures go straight into the bin. But if you know the big mistake to avoid, as well as the secret to make people keep your brochure - and read it, over and over again - you're laughing.
How To Write More Powerful Brochures, Leaflets, And Catalogues
Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention.
Using The Popularity of Celebrities and Currrent Events to Promote Your Business
In this article, we want to explore the idea of using the popularity of celebrities and current event (news) topics to help market any internet business.The IdeaCelebrities and news events are not only popular topics, they are also popular "keywords" in the major search engines.
Advertise Where Its Forbidden To
The most common way to drive people to your business site is advertising. You cannot succeed without advertising, this is a fact.
Advertising That Annoys: The Real Story
Critics conclude that entertaining or "creative" commercials sell better than those that are bland. But liking the commercial may not really be that important in the scheme of things.
Advertising Agency In Boston: Tips and Tricks
The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you might be asking yourself, What big, sophisticated, high-technology company is behind the success of Google? Could it be IBM, Microsoft, Intel, Apple, Oracle, SAP, Hewlett-Packard, Cisco, Dell, Xerox, Sun Microsystems, Philips or Siemens? Of course not.
Marketing Tips - Advertising
Typical methods of advertising-newspapers, radio and television are effective if used properly, but there are other, less expensive ways to get your company's name out. Local or cable television is an inexpensive alternative to the traditional forms of advertising.
Create Your Own Business Cards, Part 2
This is the second part of creating your own business card. If you missed the first one, let me know: mailto:webmistress@janes-place.
Avoid Being Vague
We are bombarded with thousands of marketing messages daily?on television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place.
Advertising Basics for Beginners
So many of us who have decided to do business online have no background in marketing or advertising. It can be so frustrating without any kind of guide.
16 Ways to Make Your Business Cards Unforgettable
Every time you hear someone say "May I have one of your business cards?" you should get excited. I know I do.
Customer-Involving Signage and Selling
Here's some easy ways to create signage that will attract, not annoy customers (and local government agencies that regulate signage):1. Since movement always attracts attention, any banner, sign set of a pole that might move with the wind or electrically-turned sign will stand out from the static messages around it.
Take Your Radio Ads to the Next Level
Most small businesses do not have a high poweredadvertising agency to produce award-winning radiocommercials for them. Most award-winning radiocommercials win for the wrong reasons anyway.
Small Business Image
The single easiest way to increase sales is to look professional. People believe what they see.
Improve Your Promotional Flyers And Improve Sales
Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to.
Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business
In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one.

More Advertising Information:

Related Articles

Secrets to Get Free Advertising
The opportunities to get free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your objectives without cost that it literally boggles the mind just to think of listing them.
The Forgotten Advertising Tip
I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is rarely mentioned: Running more than one ad at a time isn't the greatest idea.While it seems like a good idea to spend your monthly advertising budget all at once at the first of the month, is it really gaining you the best exposure? Even if you are running ads on various websites and networks, there is a pretty good chance many of those that see your ad on one site are going to see them on another.
What Colors Make Your Services Most Attractive?
This information is based on the principles of Laws of Attraction, Law of Allowing and Law of Deliberate Creation. And the Universal Laws of Energy (like attract likes) proven by Quantum Physics.
Cross Cultural Advertising
"Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something,"Hans Magnus Enzensberger.Culture affects everything we do.
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards out to everyone you see.The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it.
Printing - How Do I Buy It?
Why should I care where I get my printed material from, I'll just go for tenders and go with the low bidder. If you do this probably you won't be in business for long or you'll never really run a successful business.
Successful Print Advertising Designs
Do you often see print advertisements outdoors, as much as you see Web advertisements when you surf through the Web? I'm pretty sure that you have entirely different views and reactions upon seeing and actually taking notice to these two different kinds of advertising. The differences may vary in their use of color, typefaces, and space.
How To Write Super-Effective Ads and Sales Letters!
"The more things change, the more they stay the same". That saying couldn't be more true, especially when it comes to writing ads and sales letters.
Marketing Tips - Advertising
Typical methods of advertising-newspapers, radio and television are effective if used properly, but there are other, less expensive ways to get your company's name out. Local or cable television is an inexpensive alternative to the traditional forms of advertising.
Do I Need Raised Letter or Full Color Business Cards?
If you've been searching around for business cards that will best represent the image you want to portray for your business, then you've no doubt encountered many options. The Big Two, as I like to think of them, are "Raised Letter" and "Full Color.
Advertising Basics for Beginners
So many of us who have decided to do business online have no background in marketing or advertising. It can be so frustrating without any kind of guide.
Marketing Messages with Add Zest & Appeal
Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
Cable TV Advertising; Mobile Detailing Customers
If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity.
Double the Effectiveness of Your Company Brochure
Let's face it - most brochures go straight into the bin. But if you know the big mistake to avoid, as well as the secret to make people keep your brochure - and read it, over and over again - you're laughing.
The Secrets of High Money Classified Ads
When used effectively, classified ads can be one of the quickest and most inexpensive ways to increase your sales. A well written classified ad can generate thousands in sales, yet could cost you pennies to write and run.
The First UK Man To Become a Human Billboard an Interview
Advertising on humans using tattoos is rapidly kind of freak niche that is definitely growing. It all started about two years ago (to the best of my knowledge) when a guy ran an ad on eBay offer his forehead as a billboard.
Juice - Scam of the Decade or Opportunity of the Century
If you are an ardent web surfer and MLMer like I am, then I am sure you would have seen the sales pitch "Give away free broadband and earn £27 GBP each time". Depending on which side of the fence you are, this product is either God's gift to freebies enthusiasts, MLMers and all paying ISP subscribers or it is the biggest scam yet, bar none.
Tips On Writing a Successful Ad
When knowledge is based on truth it is powerful!When it is critical knowledge, its presence can drive our success, while its absence may contribute to our failure. I will attempt to convey in this report some useful and practical knowledge about how to write awesome ads for the World Wide Web.
Business Cards: Why Waste Valuable Space?
So many business people neglect this valuable asset that may be used for a multitude of messages.Don't fall for the trap of supplying a "scribbler" for others that virtually guarantees your card will be in the "round file" sooner rather than later.