Good Vs. Bad Radio Advertising

It’s a work morning. You grab your cup of coffee from the counter, snag your keys from your pocket, and hop into your car for your morning commute. You pull out of the neighborhood and blast the radio with the hope of waking yourself up. All of a sudden, you’re lip-syncing all the words to your favorite radio commercial. Talk about starting the day off right!

Have you ever wondered why some commercials are so catchy, while others annoy you? How some commercials have you grinning from ear to ear, while some make you turn the radio off? And how do "annoying" ads help a business? They don’t. Successful advertising starts with good ad strategy. Creating an effective radio commercial isn’t quite rocket science, but it is a craft that should be left to qualified professionals who care about the success of your business.

Good Advertising

Good vs Bad AdvertisingThe most important thing good advertising produces is results. Whether it’s television, radio, mail, digital, email, or billboard, a commercial must move your audience to action. Maybe you call your audience to visit your website or call your office. Maybe you’re trying to get them into your store. No matter what, if your advertisement accomplishes its goals, it’s a good commercial. However, many businesses get caught up in the content, cleverness, appeal, or artistry of it all. Simplicity is key. In fact, some of the most simple (and inexpensive!) ads have been very effective – small businesses rejoice!

If I just squashed all you’ve ever known about good ad strategy, take heed! Below I’ve listed four keys to the best advertising strategy. Take a look.

KEYS TO a GOOD AD Strategy

Know Your Audience

This may seem like a no-brainer, but it sometimes can be the most difficult to establish. The best ads start by reflecting consumers’ thoughts, motivations, desires, feelings, and needs. Before scripting your next ad, take the time to get inside your audience’s heads. Think about what your product does for them, why they need your product, what motivates them. If you’re having trouble, ask a consumer.

Make A (Pinky) Promise

Why should a driver choose your gas station over the one just across the street? What does your product do that others can’t? One way to stand out from the competition is to include a promise in your advertisement. But, make sure you are prepared to deliver that promise at all times. The industry lingo for this is called a value proposition.

Some value propositions you may recognize:

•“A great shave for a few bucks a month.” (Dollar Shave Club)

•“Light. Years ahead.” (Apple MacBook)

•“Soundtrack your life.” (Spotify) 

Crafting an effective value proposition isn’t easy. It requires a subtle understanding of your audience and your competitors. But it is an extremely powerful marketing tool. A value proposition is well worth the time and effort, whether you work on your own or with a marketing professional.

Establish Urgency

Your customers run busy lives, as do you. So how can you get customers to act now, while your usefulness and promise are still fresh in their minds? You emphasize the benefits of moving quickly, you create urgency.

Ask for Action

Your commercial is geared toward your audience, promises them something, urges them to move quickly, but where are they moving to? How do they get your product? Through a “call to action” statement. This statement tells customers exactly what you want them to do and leaves no room for doubt. For example:

•Call 888-888-8888 for a free consultation.

•Hurry in today, the sale ends Sunday.

•Stop by today and save an additional 40%.

A call to action is a way to emphasize benefits and establish urgency in your audience’s mind. Don’t forget to mention your company name a few times in the copy so your customers don’t forget who you are. 

Give your business’s advertising to trusted professionals. They’ll help drive your business while ensuring you make the most of your advertising budget. Building a brand takes time and lots of practice. Any radio commercial production company that understands and lives by the four basic principles above has the experience to help you succeed in the marketplace.

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