Radio advertising is often referred to as the red-headed stepchild of the industry. Most creatives, and agencies in general, would rather be working on something more glamorous, like television, outdoor, guerilla or print.
But radio, when done correctly, is a fabulous advertising medium that can truly capture the imagination, build a brand and lead to a sale. Here are some pointers to help you achieve radio success.
Here's How:
Know The Product Or Service Inside-Out
This goes for any medium, but is particularly applicable to radio. You don't have visuals to help you do the selling, like on TV, so you need to know everything you can about your subject. What does it do? What are intricacies of the product or service? What one thing stands out? When you have a complete grasp of it, start thinking.
Have One Big Idea
Focus is key to good radio. This is not the time or the place to start throwing five or six different ideas at the listener in the hope that they'll pick up on all of them. Most of the time, people are driving when they're listening to radio, so their attention is already dedicated to the road. Grasping what's left is not going to be easy, so focus your efforts on one big, bold idea that will make them listen and remember your message.
Use Your Unlimited Special-Effects Budget
Wait, that can't be right, can it? Radio always has a production budget. Well, yes, but you'd be amazed at what kind of effects you can conjure in the target audiences mind with the push of a few buttons. You can paint the biggest picture imaginable. If you want hordes of cyborgs crawling across the wasteland of a post-apocalyptic America, go ahead. The listener does the hard work and creates the scene, you just have to steer them in the right direction.
Don't Feel Obligated To Stick To a Rigid Campaign Idea
Am I telling you to forget the idea and just write anything? Well, no. Not entirely. But in radio, you have a lot of handicaps that make it tough to follow the campaign you have created for print, flyers, web, outdoor and TV. You don't have the visual cues, especially in this day and age of visual gags. So, take some liberties with your campaign. This is your chance to break out of the structure and make a radio spot that works. Yes, it should tie in, but don't break your back trying to figure out a way to express in sounds what can only truly be communicated using visuals.
Humor Really Works. Police Sirens Don't.
All of my favorite radio spots are humorous. Radio is the perfect medium for comedy, which is why so many comedians in the UK get their start on radio shows. Comedy is also a way to make something memorable. So, if you can use humor (probably not a good idea for funeral homes or investment bankers) then you should employ it. On the other side of the coin, avoid sound effects that mimic fire engines, the police, or anything else that makes the radio listener get very confused. People on the road do not need that kind of distraction, so do them a favor and steer clear of those effects.
Avoid Ads That Need Excessive Legal Jargon
How many times have you heard an ad that was 15 seconds of selling, and 15 seconds of a world-class fast-talker reciting pages of legalize in record time? If you have a product or service that requires a small soliloquy from a lawyer, you should think about advertising in a different medium. And if you have created an idea that brings up legal issues, rethink it. That gibberish at the end can undo all the hard work at the beginning of a spot, and because it's so difficult to understand, many people think you're hiding something. And that in turn means you have a trust issue.
Don't Repeat The Call To Action 18 Times
Call 1-800-123-4567. That's 1-800-123-4567. That number again, 1-800-123-4567. Call 1-800-123-4567 now. 1-800-123-4567.
You get the picture. There is no point in this exercise. Most clients think that if you repeat the number enough times, you'll increase your sales. Well ask yourself this. If someone you don't like comes up to you in a bar and gives you their phone number a dozen times, will you call it? On the other hand, if someone is funny, charming, beautiful, or a combination of all three, and they give you their number just once, will you call? Of course. This is about creating interest. Grab their attention, make them want to know more, and if you have bought enough spots, your audience will take note of the number the next time they hear the ad. But to be honest, in this day and age, they'll most likely look up your product or service on the Internet when they get to work or get home. The number isn't even necessary.
What You Need
- A quiet place to think
- Something to write with
- Lots of inspiration
