25-Jun-09 10:45 AM CST

Radio Lounge Weekly Radio Advertising Tip - One Main Thought

One Main Thought

A radio listener will remember one main item from your radio commercial. What do you want that to be?

If you have done your homework (i.e. talking to your clients), the one main thought that you hope listeners will take away from your radio commercial will be the one most important reason (i.e. benefit) that will be gained by using your product or service.

Face it, the average person is bombarded by thousands of marketing messages every day. If your radio advertising was lucky enough to grab the listener's attention, you have a very short period of time to make a connection. So keep your message simple and focused. Don't go off in the weeds with extraneous information and every little attribute about your company, product, services, friendly staff, etc in your radio advertising campaign. Get to the point! The radio listener is only concerned with "what's in it for me"

Keep the commercial focused on the ONE thing the customer cares about.

Not sure what that is? Just ask your customers.

Until next week...
~B

M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469).

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