We all want to run successful radio campaigns. However, it can be difficult to determine exactly what makes a good radio ad.
There are a few key points effective radio commercials should consider:
Having high production values includes things like having your ad sound crystal clear, using top voice over talent, and adding in things like music and sound effects. If a radio ad lacks production value, the listener may write the ad off or, even worse, liken the company advertising to poor quality.
Sometimes you’ll hear radio ads where the speaker is rushing to get through their message or you can’t clearly hear the person speaking. Some radio ads use corny sound effects (which may not always be a bad thing as they can stand out) or they are either too exciting or too bland. While simple ads can be very effective, you don’t want to be the ad that sounds like it was made by a complete amateur
Doing something to stand out helps your ad to be remembered. If you can be remembered, it’s more likely a listener will contact you or purchase your product later on.
Standing out also can lead to listeners discussing your ad, which helps broaden your reach. People are more likely to consider buying from a company they’ve heard about from friends.
The most effective radio commercials should find a balance between appealing to people logically and emotionally. Few people make a purchasing decision based on only logic or only emotion, but if you can hit on both, it can help your radio campaign to be a success.
Think about it; if a radio ad just tells you how a product is good, or appeals to you logically, you may file away that knowledge, but likely won’t be moved to purchase it immediately. Likewise, if a radio ad only appeals to you emotionally, you may wonder whether it’s logical to purchase it as you weren’t provided with reasons in the ad. It’s when a radio ad appeals both logically (tells you why you should purchase something or why the product is good) and emotionally (gives you a story that helps you relate to the product/brand) that you may feel ready and moved to take action.
At Hybrid Media, we help our partners to write and produce radio ads. Over the years, we’ve come to see that small changes to our radio scripts can make a big difference in the effectiveness of our radio campaigns. It’s crucial that radio ads articulate themselves clearly and are direct; don’t use empty statements or clichés, and be specific!
Radio ads are short; typically just 15, 30, or 60 seconds long. Your listener also is busy; either driving or working, and they probably just want to get through the ads and back to their programming.
To get through to your listeners, it’s best to keep things simple. Be clear and use appropriate pacing.
Radio requires that the listeners use their mind to create a visual. As such, it actually interacts with the listener to a higher degree than some other mediums as the listener must be actively engaged.
A good radio ad will get the listener to use their imagination and generate imagery in their mind. Studies have shown that radio ads last longer and are more impactful with listeners who are engaged in this way.
While radio can give access to a wide audience, it’s still best to try to connect with the people who will work with your company or make a purchase from you. Don’t cast the widest net possible, instead, narrow in on your target audience.
To be effective, a radio ad needs an offer or a call to action that is simple, relevant, and compelling. It should be something the listener is able to grasp immediately, it should matter to the customer, and it should have some aspect that makes it stand out or be compelling to the listeners.
Use the opening of your ad to grab the listeners attention. This is known as the “hook” in radio advertising. If you don’t hook your listeners at the start of the ad, they may well ignore the whole thing and your ad will not be effective.
While we all know you need to grab the users attention immediately, it’s actually quite hard to do as every ad is trying to do this and listeners are therefore bombarded with ads trying to get their attention. Doing something different or creative is the best way to get your listeners attention and provoke their curiosity, imagination, or surprise.
A mistake we often see in radio advertising is that an advertiser will think that their product or service is so great, that they simply need to explain what it is or how it works and their ad will be effective as listeners will see the value for themselves and rush to purchase the product or book the service being advertised.
However, this simply isn’t how it works. Listeners need to know what a product or service will do to help them before they care what the product or service is or how it works. Your ad needs to answer the question: How will this make my life better?
Now that you’ve learned more about some elements that effective radio commercials should include, you may be ready to launch your own national radio advertising campaign.
We help our clients place their radio ads so that they reach their audience and get the best ROI. Contact us for a free consultation today!
Contact us today to find out how much you can save by working with the radio advertising experts at Hybrid Media to create and run your national radio campaign.