Studies show creativity can make up to 500% difference in radio advertising.
Be clear about what you want your advertising to achieve. If it’s brand awareness you’re after, work with credible creative experts who know what they’re doing and be prepared for it to take time. If you want to shift product, make sure your offer is a strong one.
Radio is a conversational medium. Presenters don’t shout – neither should advertising.
Present one clear message. An ad with three offers, a website, an address and a phone number is confusing. One well-delivered offer with a sensible call to action will produce results.
Radio is limited only by the imagination. At no cost to them, listeners can be transported anywhere! Just make sure it’s relevant to your product or service.
A phone number takes on average three to four seconds to say. That’s seconds where you could be selling your product or service (eight seconds if you have to say it twice). And there’s not a number in the world that’s enjoyable to the listener.
Realise people listen to the radio while doing other activities, so don’t expect listeners to write down your details. Trust that when they’re motivated, they’ll look you up (Thomson’s, Yellow Pages, Internet, Telephone Directories, calling the radio station).
Music matters. Research shows getting the music wrong is worse than having no music at all! Remember that commercial music is copyrighted (e.g. your favourite Madonna track) and can be expensive to license, but there are many effective alternatives.
Specialist and celebrity voices can work brilliantly but they cost more. Ask yourself if they genuinely benefit your brand.
Judge the script on how it sounds. Your listeners won’t be reading it.
For comprehensive research see the Radio Advertising Bureau.