According to Nielsen, over 270 million Americans listen to radio every week. Which means no matter what audience you want to reach, radio will help you reach them.
This implies that in spite of the claims that traditional advertising through media like radio is dead, the truth is they’re false. The reality is no digital advertising medium has the capacity to provide such mileage and exposure.
While many businesses have bought the idea that digital is everything, smart business owners have taken advantage of less competition to dominate their markets using the same radio ads.
Why? Because they know that radio ads generate incredible ROI. In fact, radio ads are known to produce a 1200 percent return. This means that for every $1,000 spent, the average radio ad generates $12,000. Let that sink in for a moment.
The good news is you can still enjoy huge returns like that. To start though, you’ll need to do a radio ad production.
This is always a necessity and is the first step in creating your radio ad. While this is no small feat, the truth is it can be done if you follow a few simple steps:
Proven Steps to Make Great Jingles for Your Radio Ad.
Many people make costly mistakes their radio ad production. Don’t be one of those people. Do the following to produce great ads, and stay on the good side of the law.
Credible Claims.
There’s always the temptation to overhype your product’s or service’s efficacy. In fact, many people pepper their claims with half-truths and slight exaggerations. The truth is it’s all fun until someone sues you for false advertising.
Recently, a graduate of Anglia Ruskin University filed a false advertising claim against the university and won a settlement of almost $78,000.
There are lots more examples of false advertising claims that have been won by the claimants. You might think you’re “small fish”, but it only takes one person to call you out.
So, keep your benefits and features honest always. You’re supposed to sell and promote your products and services, but it’s best to keep it honest.
Humor Always Wins.
People love humor. They love jokes. They love anything that’ll make them laugh. So, consider introducing a humorous aspect to your radio ad production. People tend to remember funny ads.
Guess what that does for your business? Loads of traffic. Because people like your radio skit, they’ll attach that positive emotion to your brand, resulting in an increased purchase, revenue, and profits.
If you can’t though, don’t worry about it. Not all subject matters can be funny.
Take Advantage of the Standard Problem/Solution Script.
This is classic that’s always worked. If you’ve ever heard those ads that talk about specific problems, followed by their solutions, then you know this one.
For example, “Do you wake up every morning with neck pain? XYZ extra soft memory pillow is what you need”. This is a classic example of a problem/solution script.
Advertisers have been using it for ages because it works. You can’t go wrong with this. It’s pretty straightforward and gets the job done.
Make Sure Your Ads are Specific.
When it comes to sales, specificity always outperforms generality. Your ads should be concise and address specific problems. Also, be specific with your call to action.
What do you want people to do? Call for more inquiries or visit a website to buy? The choice is yours. Just remember that the more specific you are, the higher your conversion rates.
For instance, every coffee keeps people alert. However, your brand of coffee not only keeps people alert, but a cup also does so for 8 straight hours. While it’s at it, it’s also improving their focus so they can get more done in less time.
See how that’s different and specific? Exactly.
Provide an Unforgettable Offer.
Always close with a bang. Your offer should be memorable enough and compelling. This is how they’ll remember you and your ad.
What do you want your audience to do? Call for a consult? Give them a memorable 1-800 number. Want them to visit your website, give them website address they won’t forget.
Want them to participate in a special offer? Give them an unforgettable code that they can mention when they call in to place their orders, visit your store or one they can enter when they visit your site.
Remember the more catchy the code, the easier it’ll be to generate more sales.
Pay Attention to the Gender.
Take your target demography into consideration and look out for enthusiasm, accent, style, and age.
Female voices always work for female products, and vice versa. There are very few situations where that doesn’t apply. For example, an ad for an escort service is best delivered by a female voice.
An ad for children works when the voice-over artist sounds fun and excited, and there are kids there. The point is to make your ad very relatable to your target audience.
An ad for senior citizens is best delivered by a senior citizen. Do you see where this is going?
Radio Ad Production Best Practices.
This article won’t be complete without us mentioning the best ways to get the most out of your radio ad production.
Choose Your Radio Ad Slots Carefully.
It’s not enough to have a powerful radio commercial. You must also choose the best time for your ads to air. Every radio station has its primetime. This is the time slot you want to get your ads into.
While you can pay to have your ads aired during popular radio spots, you can also choose to sponsor certain popular programs. This way, your ads will air during the commercial breaks or intermissions.
Make sure to avoid those “wide rotator” time slots. Even though they’re cheap, they’re also a waste of money and do nothing for your brand exposure or marketing results.
Radio stations tend to dangle them like they’re doing you a favor. Don’t fall for it. Only focus on primetime. It’s expensive but worth it.
Ask for Bonus Airtime.
If you pay ahead for an extended period, many radio stations are willing to throw in bonus weights as an incentive. If they don’t, you can always ask.
Just make sure that these bonus times work in tandem with your preferred time slots. No use for bonus airtime if no one will be listening.
Are Host Presenters’ Endorsements Possible?
See if there’s an opportunity for presenters of certain high impact shows to endorse or promote your products and services. This doesn’t happen every time, but it does.
In fact, see if they’re willing to have you in the studio to talk about stuff related to your business.
For example, if you run a plumbing company, you could see if they’d be open to inviting you to come talk about common plumbing problems and their quick fixes.
Of course, they’ll mention your company during the show. They may even be gracious enough to ask you about your company. If that happens, seize the opportunity.
You might also want to consider going in with special offers for that specific audience. Always works.
Be a Big Fan of the Shows Your Ads are Running On.
These days, there are multiple ways to engage with a brand or a show. See if you can be a fan of the programs your ads air in. Tweeting, posting on Facebook or Instagram about the program can further drive engagement.
Keep Your Ads Running for Long.
Most people need repeated exposure to your brand before they can recognize or even want to do business with it. Advertising and quitting after a brief spell is ineffective and a waste of time and money.
Understanding this can make all the difference in the world. So, if you’ll be paying for air time, commit to at least 12 weeks. Advert consistency plays a key role in sustaining revenue and growth.
Are There More Tips?
Yes, there are more radio ad production tips. Consider bartering for even more on-air promos. If your target demography listens online, consider including that audience in your target audience.
Truth is online streaming can add extra reach. Also, use what works. If there’s already ad scripts or formats that have been proven to work, just use them. No point in reinventing the wheel.
And if you have some more money, complement your radio ads with outdoor advertising like billboards, digital signage, and banners.
