10-Jul-08 4:00 AM CST

Radio Lounge Radio Advertising Tips of The Week - Show Your Passion

Show Your Passion

It has been said that advertising and marketing materials are essentially salesmanship in print. Radio advertising is no different. Think of it as sonic salesmanship.

If you have ever seen a great sales presentation, or witnessed an excellent salesperson describing their product, you can sense the passion in their delivery. Does your radio commercial have passion? The concept, the voiceover, the music, the content of the script - must all have passion.

Passion comes in many forms. The radio ad for children's toy stores will sound different than the commercial for pre-planned funeral plots. However, the same amount of passion will be apparent in each radio spot. Different deliveries and styles, same level of passion.

Remember, customers buy with emotion. Logic comes into play when justifying the purchase.

If you want customers to be passionate about your company, product or service, you must show passion for it as well in your radio advertising

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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