radio advertising Articles List View

Radio Cliche of the Month - "Family Owned and Operated" "family owned and operated"... Where this phrase become the defacto stand-in for "we won't screw you", we'll never know. Some of our worst customer nightmares came from businesses that were" family owned and operated". This really has no benefit to a radio listener. If you feel that ...

Q: I read a lot about per inquiry radio advertising. How can I take advantage of it? A: Per inquiry radio advertising is a great method of radio advertising - if you can get it. The concept behind PI advertising is that you get free airtime, in exchange for a percentage of sales of your product paid to the radio station. This sounds like a great idea, but taking advantage of PI radio advertising is not as easy as it sounds. There are a few hurdles to overcome before you can launch a PI ...

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.  ...

“How much should I spend on radio advertising?” “How do I know I am getting the best radio advertising rates?” “What radio stations should I advertise on?” “What are good and bad radio advertising prices?” “How many spots should I air on a radio station?” Every day at Radio Lounge, we hear radio advertising questions such as these. Honestly, there is so much confusion about radio advertising floating around – we can’t blame you for asking these questions. Why is advertising on the radio ...

Thinking about radio advertising? Now is a great time to execute. Yes, the economy is in the toilet, but if you are in a position to advertise on the radio there are great deals to be had. Radio advertising is soft during the first quarter for radio stations anyway. And with the slow economy you have tremendous bargaining power to negotiate great radio advertising prices.. So go ahead. If you've been thinking about radio advertising...go for it! Need assistance? Want to get the best ...

Let’s say you spent good money on a brochure. Several pages filled with features, benefits, facts, figures, call to action, contact info…oh yeah, paragraphs about who you are, what you do….the different services you provide, your product offerings…and the list goes on and on. Everything you believe a potential client would need or want to know about your business. Now you are interested in advertising on the radio. Here’s a great radio advertising tip – Don’t let your radio ...

What Are Good Radio Commercials? A Good Radio Spot is Not Creative for the sake of being creative. Is not designed to please copywriters, art directors, agency presidents, or even your client’s wife. Is not designed to win awards. A Good Radio Spot is One that stresses a key benefit. The main selling proposition. A spot that arouses curiosity. A spot that is customer focused, not client focused. A spot that clearly differentiates the client ...

Use Colorful Words and Phrases Stronger than horseradish! The location was CBS Radio in Houston in the late 90's under the legendary Dickie Rosenfeld. Dickie was contemplating time delaying a live syndicated radio show. In one of the most brilliant PR moves seen in radio, the syndicated host whipped the Houston listeners up into a frenzy. Radio listeners locked up the phone lines and started appearing at the radio station. On the air it seemed as if the station was under attack. ...

The Difference Between Press Releases and Radio Commercials Radio advertising (and all advertising for that matter) is based upon the idea that consumers buy wih emotion and justify with logic. Therefore, great commercials are able to tap in to the benefits and emotions of potential customers in a way that showcases the product (or service) making one's life better by purchasing. A press release does not do this. Why then do we see radio commercial scripts that are nothing ...

Back Up The Claims With Facts The greatest (product or service) buying experience anywhere. It's a line heard over and over in radio commercials. What makes this the greatest buying experience ever? How is this greatest buying experience different than the competitions greatest buying experience as heard in THEIR radio commercial? Back up your statement with facts. For example, if you're a car dealership, your radio ad might talk about the finance manager that presents ...

Internal Communication (phone rings) (business) Thanks for calling ABC Business (customer) Yeah, I want to find out more about the X product offer. (b) Which offer? (c) The X offer. (b) I'm not sure which one you are talking about. (c) I heard it on your radio commercial (b) Hold on, let me find sales manager and find out about that offer. True story. If you run specials in any kind of print, web, television or radio advertising, communicate to your ENTIRE staff ...

Immediate Action You advertise on the radio. Your commercial reaches X number of people. You've generated interest. Your radio ads may have stirred up a desire for the product. Now, they are contemplating purchasing your product. So, when should they buy? Duhhh. NOW! Of course. You want sales now. Not a month from now, or a year from now. Now! However, we all know that procrastination runs rampant in our society. How do you get people to act now? Make it very ...

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.  ...

Got Copycat? Be Original Even though this is a radio advertising tip, this applies to all forms of advertising. Be original! Don't rip off someone else's idea. My inspiration for this tip is a billboard outside the dentist office around the corner from our studios (and I'm sure it's on a dentist's office near you too). The billboard says... "Got Smile?" I once read an article with creative guru Jeff Goodby (who's agency is the creative force behind the "Got Milk?" ...

"Gee Bob, Is That Your Real Name? Why Yes Sue." - Names In Radio Commercials. Unless the name ties in with the creative - such as a character like "Flawless Florence" or "Mile-A-Minute Molly" , or telling a funny story bout Uncle Louie - there's no reason to have dialogue in radio commercials that have names. You hear them all the time in those "two voice spots". Hey Bob...Yes Jane...of course Jill. Just converse. Make it natural. Drop the needless names and get to the ...

The First Rule of Radio Advertising - "There Are No Rules" Many advertisers have had success with radio advertising with a variety of radio commercials. There is no one style..no one formula. Our point here, is that when we hear "the name must be in the first three seconds", or "the phone number must be mentioned at least three times", we have to say, oh really? These are old school rules that do not guarantee success. Success comes from a great radio ad that makes a ...

How Do You Talk To Your Mother? - Use Real Language In Your Radio Commercials We call it cliche "radio speak". It's the incredibly awkward script written for two voice talents that in no way represents how an actual conversation actually sounds, yet is punctuated with a just-so-happen-to-have-the-phone-number and peppered with bad acting (take breath here...) Dialogue is one of the toughest things to write, even for the pros. You want your spots to sound real and authentic, yet ...

Everyone's Favorite Radio Station - WII-FM (What's In It For Me" Me, me, me..all about me. Many radio commercials are just that. "We do this" and "we do that". "We provide this" and "we provide that". "We offer this"and "we offer that." In your radio commercial, you are the star..the focus. One problem with this. Listeners don't really care. The listener's world is me, me, me. in otherwords...My needs..my wants. So make sure your radio ad is less about you, and more ...

Radio Cliche of The Month - "Friendly Knowledgeable Staff" I would expect them to be friendly and knowledgeable if they are working in a business that deals with customers. This should not be benefit but a given. That's like saying "we have a front door that's not locked" or something as crazy. The truth is, you can say "friendly staff " all you want in your commercials, but there are personalities out there working with customers that...well...shouldn't be working with ...

Congratulations! You have taken the next step toward the best radio creative experience possible. The Radio Lounge creative process is a very simple and effective process. A radio marketing commercial from Radio Lounge, combined with an effective radio schedule, can at least DOUBLE YOUR CHANCE OF RADIO ADVERTISING SUCCESS. Here’s how it works. First, we setup a time to contact you and discuss your goals, needs and challenges and the needs and challenges of your potential customer. This is ...