Clients sometimes – okay who am I kidding – too often get too close to the radio advertising creative, like an aging adult trying to read a newspaper without those attractive readers. They end up approving a piece of radio copy, sending it to the radio production department chock full of a blurred bunch of stuff that listeners can’t digest. The result is a radio commercial where listeners, don’t absorb the message, and end up calling it “another irritating radio spot”. And so, another few thousand ad bucks down the drain, and life goes on in broadcast advertising, particularly in radio advertising.
Problem here is, too many of these so-called un-memorable spots set a standard in our industry; and that perceived standard makes it hard for radio creatives and copywriters to help advertisers break through to something of a higher level, more effective radio spot because mediocrity becomes okay. To all who believe it’s important to let everyone know that you are “family owned and operated”, where the heck is the consumer end benefit? Trick question, there is no benefit. To those who believe that the more words you can cram in thirty or sixty seconds of a radio production, the bigger the bang – guess what? Your potential customers only hear more noise, and can’t discern what you are trying to tell them in your radio commercial.
Some of the most memorable radio advertising, TV and print ads only have a few words. Fewer words – with a more focused message that solves a problem. Simple, isn’t it. One more thing, you are NOT conveniently located, unless your store is located at the end of MY driveway. You are NOT going to offer this sale for one time only, because you’ve got to do business next month, and the month after that, right? Your customers may be gullible, but they are not stupid. You are NOT going to stay open until the last customer leaves. Don’t you have somewhere else to go? Listeners DO NOT care about hearing you on the radio, only you do and for that we suggest Karaoke night at the corner bar.
So, what is this all about? It’s about moving product and services, growing your business, and creating a brand that has a long-lasting powerful effect. Isn’t that why you decided to invest in a broadcast advertising schedule? One final thought, and then it’s off to my favorite Mexican restaurant that is NOT family owned and operated, NOT conveniently located (because I have to drive about 20 miles and it’s worth it), and has such great brand recognition, that all you have to do is say “On The Border” and people in this market get it. How would you like your business to be that successful? I thought so.
Effective radio advertising is NOT about clichés and IS about giving people a reason to visit you.