When it comes to effective radio advertising, there is one rule that always holds true – if you don’t get anyone’s attention, you won’t have any response. Ever notice how many radio ads sound like, well, RADIO ADS? There is an old saying that five percent of radio ads are memorable good, five percent are memorably bad, and the remaining ninety percent are JUST PLAIN UNMEMORABLE! As you know, here at the RADIO LOUNGE we try to overcome “radio speak” with tips to make the most of your radio advertising…and the first place we look is at ourselves.
In your daily life how do you get attention? Sometimes it may be raising the volume of your voice. Sometimes it may be with a shocking statement. The list goes on. Many times this is an outpouring of emotions building up inside. Frustration, maybe? Excitement? The point here is that when you need to get someone’s attention, you tend to do something that jumps out…something out of the ordinary…something that demands attention. If your voice sounds like all the other voices, how will anyone hear you? Teachers are great at this. When a classroom gets noisy, the teacher must say or do something to grab the attention of the students and bring the classroom once again under control. I think we all have memories of that one teacher who (after being fed up with the unruly classroom) could strike fear into the hearts of her students with a earsplitting “SIT DOWN AND BE QUIET!!!!” at the top of her lungs. Now THAT demanded attention!
Radio advertising is no different. We don’t mean be loud (we don’t need any more spots that sound like car dealership ads). The need to stand out is what’s important. Why so many clients want radio ads that sound similar to other ads is beyond me. Why do you want to sound like everyone else? I understand that sometimes it’s the lack of experience in executing radio advertising. If you have never done radio spots before, you might be tempted to follow the tried and true cliché sounds of most radio ads. The challenge we propose to you is GO AGAINST THE GRAIN. Do what you can to make your radio commercial NOT sound like any other commercial. NOTE: Make sure whatever you do creatively, it reflects positively on your company and supports the image (the brand) that you wish to reinforce.
Here’s an example. Let’s say you are a chiropractor. Instead of starting your radio commercial like every other chiropractic radio spot (i.e. “Do you suffer from back pain?”)…What if you started your radio spot with a line such as “Your back hurts…all the time…it makes you mad…the pain drives you crazy…you just want to pick something up and throw it across the room…” See how that paints a more attention getting picture? There has now been an emotional connection made between back pain and how frustrating it is dealing with the pain. You can visualize someone throwing something across the room in frustration. The line “Do you suffer from back pain?” conveys absolutely NO EMOTION whatsoever. It communicates that this is a radio spot that sounds like every other radio spot.
Always be listening to your customers. They will most likely provide you with these emotional connections. When the patient tells the chiropractor about the pain, he may make a comment about the fact that it makes him want to scream or throw something. A mortgage company might be sitting with a husband and wife at the closing table of their first home, their eyes well up just a bit with tears of joy as the reality of owning their own home is just a simple signature away thanks to XYZ Mortgage Company. You get the idea.
Find the connection…discover the emotions behind the connection…then bring the connection to life with attention grabbing content. This is how you make radio advertising that gets results.