Radio Lounge

Radio Lounge Weekly Radio Advertising Tip - What Are Good Radio Commercials?

noemail@radioloungeusa.com — Thu, 21 Aug 2008 09:00:00 GMT

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 from the competition.

“Why should I choose to do business with you over any and all other options available to me in your category?” ~ Dan Kennedy

A spot that identifies a problem.
A spot that provides a simple, single solution to that singular problem.
A spot that can offer valid credible proof that the product works.
A spot that calls the listener to respond.
Gives the listener easy access to do that.
And gives the listener a defined time to respond.

Until next week...when we show you why sometimes radio spots don't work...

~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).

21-Aug-08 4:00 AM

Radio Lounge Weekly Radio Advertising Tip - Use Colorful Words and Phrases

noemail@radioloungeusa.com — Thu, 14 Aug 2008 09:00:00 GMT

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. From the inside, it sure felt like it. Dickie eventually gave in to the pressure that afternoon and live on the air said You Win. No time delay. Then referred to the listeners as STRONGER THAN HORSERADISH!

You had to know Dickie to see how that SO fit his personality, and the phrase is so memorable because it's colorful and reflective of the person.

The same is true for your radio advertising.

The No-More-Sleeping-On-The-Couch Jewelry Sale this week at -
The Bounce-a-quarter-off-your-abs Super Signup at XYZ Fitness -

Use colorful words people will remember on a consistant basis. They command attention and evoke emotion.

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).

14-Aug-08 4:00 AM

Radio Lounge Weekly Radio Advertising Tip - The Difference Between Press Releases and Radio Commercials

noemail@radioloungeusa.com — Thu, 07 Aug 2008 09:00:00 GMT

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 more than edited down press releases? Some even so blatant with words like FOR IMMEDIATE RELEASE or CONTACT INFO that includes someone's specific name and phone number.

Press releases are a great marketing tool. They can communicate why something may be newsworthy to various media and can be great online for serach engine optimization. Radio advertising is no place for press releases.

Keep in mind, there is a big difference between communication of something newsworthy, and persuasion toward purchase. One is dry, logic oriented and fact filled, the other must be emotional, persuasive and build a desire to purchase.

Don't confuse the two when it comes to radio advertising. Have a professional copywriter work from the press release and tailor a script to create passionate, emotion driven benefits to the consumer from the dry details (and any customer info available).

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - Back Up The Claims With Facts

noemail@radioloungeusa.com — Thu, 31 Jul 2008 09:00:00 GMT

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 you with multiple options to choose from while you recline in a plush leather chair enjoying a complimentary chair message and snacking on catered dinner from the great restaurant next door.

I've never personally had THAT experience, but it is specifically defining what a great experience might be. Any competitor who uses the line as fluff better be prepared to upgrade their uncomfortable chairs, rude finance manager, and the overbearing smell of three hour old popcorn - or else find a different position.

What makes your experience great? Why is it better than your competition? Tell us about it!

Back it up with facts. Competitors will have to rethink, and customers will respond.

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - Internal Communication

noemail@radioloungeusa.com — Thu, 24 Jul 2008 09:00:00 GMT

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 those specials. There's nothing worse than making a customer appear stupid when they simply want to purchase something from your business. Yes, that's what happens when the business's first point of contact knows nothing about what is being marketed.

A simple copy of the ad, or short memo describing the specials is all you need.

Remember, everyone from the receptionist, to sales, to accounting, to management are a part of the total customer experience.

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - Immediate Action

noemail@radioloungeusa.com — Thu, 17 Jul 2008 09:00:00 GMT

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 obvious in your radio commercials that you will miss out on the deal if you don't act now. Now, I don't mean use the tired old phrases like Dont Miss Out, or Hurry This Sale Ends Soon. Be specific.

We have X number of these and we expect to sell them all before (date). or something like - Buy before (date) for only (price), because after (date) the price goes back up 30%to (higher price).

Make it clear to consumers that there really is a reason to buy now and it's not fluff. If they are in the market for your product or service, this approach in your radio advertising will light a fire and generate more immediate action.

Until next week...
~B

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

noemail@radioloungeusa.com — Thu, 10 Jul 2008 09:00:00 GMT

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

Radio Lounge Weekly Radio Advertising Tip - Got Copycat?

noemail@radioloungeusa.com — Thu, 03 Jul 2008 09:00:00 GMT

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?" campaign). He said he really knew he had something special when he saw copycat versions of his slogan everywhere - especially the local adult bookstore near his home who's sign out front read "Got P-rn?"

The point here is to be original. If everyone else has "Your (insert industry here) solutions provider", create a slogan that's different. If you provide computer tech service, don't be "Your computer tech solutions provider", be Your "I know longer want to smash my computer with a hammer" company.

People appreciate originality...and remember your name easier.

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - Names in Radio Commercials

noemail@radioloungeusa.com — Thu, 26 Jun 2008 09:00:00 GMT

"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 dialogue.

Until next time...
~B

Radio Lounge Weekly Radio Advertising Tip - The First Rule of Radio Advertising

noemail@radioloungeusa.com — Thu, 19 Jun 2008 09:00:00 GMT

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 connection with a potential customer and builds up the desire to purchase...regardless of how many seconds into the spot the name is mentioned.

Oh, I'm sure we'll get disagreements on this one. But sometimes the best rules are those that are broken.

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - How Do You Talk To Your Mother?

noemail@radioloungeusa.com — Thu, 12 Jun 2008 09:00:00 GMT

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 still communicate the benefits of the product. This is where a professional copywriter comes in handy.

But say you don't have any of the Radio Lounge writers with you at that second :) Simply write the copy and read it out loud. The compare it to a conversation with your mother (provided you have civil conversations). Do they sound similar? They should. If not, rewrite and make it more natural.

Like your mother always said..."Natural radio copy, is believable radio copy"

:)

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - WII-FM

noemail@radioloungeusa.com — Thu, 05 Jun 2008 09:00:00 GMT

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 about the listener. It's been used a zillion times, but the phrase "what's in it for me' is SO important. So instead of me, me, me, think about you, you, you. What about my company/product/service satisfies YOUR needs and YOUR wants.

Keep in mind, your ad is for THEM, not you.

And as always...need information...just ask your customers.

Until next week...
~B

Radio Lounge Radio Cliche of The Month - Friendly Knowledgeable Staff

noemail@radioloungeusa.com — Thu, 29 May 2008 09:00:00 GMT

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 customers.

I see the same person every week checking out at a store near my home. I bring my items to the register, and he says not a word. He rings me up. And gives me my total. Week in...week out. No conversation...no eye contact...no personality. I bring this up because of the billboard down the road that actually says on it "friendly, knowledgeable staff".

Here's a solution. Unless the staff makes a huge difference in the sale - don't bring them up. If there's a special reason the staff needs to be promoted, then be specific "our mechanics have to complete three billion hours of transmission training before they can work at ABC Transmission". That has value.

"Friendly knowledgeable staff" is another cliche fluff line, and radio real estate is too valuable to waste on such empty phrases.

Until next time...
~B

Radio Lounge Weekly Radio Advertising Tip - Give It A Name

noemail@radioloungeusa.com — Thu, 22 May 2008 16:00:00 GMT

Give It A Name.

Recently we told you about pharma-marketing companies creating new "syndromes" in order to create demand for their products. Here is a different approach to using names to enhance value.

People like to get value - to really get a lot for what they pay for. Here's something you might try in your radio advertising (or all advertising for that matter). Create a special name for your product or service.

Great marketers learned long ago, that using phrases such as "premium", "signature", "flagship","platinum", etc. created more of a mystic surronding everyday products (and generally allowed for higher prices). Do you just want ground beef, or do you want to spring a few extra dollars for "Signature Cut" beef?

Do you have a product or service that you can spruce up. Maybe create the "platinum" carpet cleaning service, or the "Exclusive Collection" of products. Add some little extras to make the service/product special - special packaging, additional free services, etc.

Then promote it. Make sure everyone knows about it through great radio advertising...and be sure to use the Radio Lounge Platinum Signature Premium Exclusive Radio Commercials to do it :)

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - Make Up A New Memorable Phrase

noemail@radioloungeusa.com — Thu, 15 May 2008 09:00:00 GMT

Make Up A New Memorable Phrase.

Irritable Bowel Syndrome. Ohh. Sounds painful. Guess who was the first to diagnose this? AN AD AGENCY!!!

In the world of pharma-advertising, there are marketing companies out there that are developing new phrases for their clients. The idea, is that the phrases become so burned into the general public's mind that they actually become part of the medical jargon. Everything from "chronic dry eye" to "restless leg syndrome". Does anyone remember "halitosis"?

Why not do the same thing with your product or service. Oh, I don't know...maybe a florist can promote "natural aroma-couples-therapy" for guys getting out of trouble with flowers. Or maybe a furniture store has the answer for "mattress-depreciation".

All kidding aside...with enough creativity you might be able to make your product or service associated with some syndrome.

Until next week...
~B

Radio Lounge Weekly Radio Advertising Tip - Tell A Compelling Story

noemail@radioloungeusa.com — Thu, 08 May 2008 09:00:00 GMT

Tell A Story.

People love stories. That's why we watch TV. That's why we read novels. Stories draw us in. Stories teach us something about people, places or things that we never knew before.

Does your business have a story to tell?

Instead of using generic sales copy, tell a story. Stories can comunicate benefits in a powerful way.

Here's a great example we had a while back. We were creating radio commercials for an Italian restaurant. The owner wanted to have the generic radio-speak in the spot - great atmosphere, delicious food, blah blah blah. We asked him what makes the restaurant so great - best we could get was that the recipes are "authentic". OK...we hear "authentic" a lot in restaurant commercials.

Later in the conversation is happened to come up that the owner of the restaurant had found an old wooden box buried in his great-grandmothers home after she had passed away. The box was filled with old Italian recipes that he has kept and used for the restaurant.

SCORE!!!!!!!!!

So, we told the story of the box, and the recipes. We were able to truly communicate what "authentic" truly was. And the spots were extremely successful.

What's your story?

Until next week....
~B

Radio Lounge Radio Cliche of the Month - Conveniently Located

noemail@radioloungeusa.com — Thu, 01 May 2008 09:00:00 GMT

Cliche of The Month - "Conveniently Located"

Don't go there! Even if your location is at the end of my driveway, it is not convenient for someone across town. The northside location is not convenient for the south side. The west side location is not convenient to the east side. And there are no such things as multiple convenient locations.

If you have eight locations, say you have eight locations...but drop the word "covenient"

This is a cliche fluff line and a waste of valuable radio commercial real estate.

Until next week...
~B

Give Listeners a Reason (to visit your website)

noemail@radioloungeusa.com — Thu, 24 Apr 2008 09:00:00 GMT

Give Listeners a Reason (to visit your website)

You've heard the tag line on radio commercials - "For more information, visit www dot..." Here's something to try with your radio campaign...

Offer something for free when they visit your website.

One major component of the internet is the ability to stay anonymous. In other words, I can check out your business without fear of a pushy salesperson, or if I have a tight schedule, I can find out more about you on MY time. Now give listeners ANOTHER reason to visit your website.

Use the combination of radio and internet marketing to generate leads. In the radio ad, mention a free download of value - maybe a white paper, a free report, a free video.

Use the radio commercial to drive listeners to the website to download this free content. Of course make sure you capture contact information in exchange for this free download. Most people are OK giving a name and email address if they are truly an interested prospect.

And make sure the free offer is something that has value. A "sales-only" piece is not going to generate much interest, but maybe helpful tips, question and answer pieces, etc.,will. You will be giving value in the information...and you have plenty of opportunity to sell later when you further market to that person via opt-in email corespondence.

Don't forget...radio advertising makes a great partner, no matter what your marketing efforts.

Until next week...
~B

24-Apr-08 4:00 AM

Tracking Results From Your Radio Campaign

noemail@radioloungeusa.com — Thu, 17 Apr 2008 15:00:00 GMT

Tracking Results From Your Radio Campaign

We all agree, measurement and tracking are important when determining the success of any advertising campaign. We want to remind you that tracking in radio advertising is NOT as nice and neat as with other media such as print or internet.

We see a lot of radio production featuring special phone numbers, special long URLs with lots of slashes and of course the always popular "mention this ad...".

The problem is - and brace yourself - the listeners aren't always following your directions.

We see radio advertising campaigns get a bad rap many times because listeners didn't follow the special phone number, URL, or "mention this ad". Many times, radio advertising works in tandem with other media. For example, the radio grabs attention, then the listener searchs for the product on Google. Radio may not get any credit, but it did it's job - building interest.

The best way to track a radio campaign is to compare the number of calls to the main phone number, visits to the main URL (even if the visits came from organic searches, but not PayPerClick), or people in the store from BEFORE the radio ad campaign to AFTER the radio advertising efforts (where radio is the only variable). This will show whether radio is doing it's job, which is to drive traffic.

And if traffic is up, but sales are not..might be time to look at the other elements in your marketing mix (price, product reputation, pushy sales people, ineffective web design, rude receptionist, etc.) - and give radio advertising the credit it's due!

Until next week...
~B

17-Apr-08 10:00 AM

Controversy Gets Noticed.

noemail@radioloungeusa.com — Thu, 10 Apr 2008 15:30:00 GMT

Controversy Gets Noticed.

Face it, in today's society it seems that the most controversial elements get the most attention. Have you ever thought about bringing a little bit of spice...a little bit of controversy...to your radio advertising campaign?

Here's a radio ad we did for a high end home builder in Houston who wanted listeners to think of their homes as sexy. Listen to the radio production here.

This ad made people blush! It also grabbed the attention of the target audience. Oh sure, there were a few complaints to the radio stations. As long as your radio commercial isn't extremely offensive (i.e. racist, foul language, demeaning to religious or cultural group, etc.), what harm is there in a bit of controversy.

Just make sure the controversial radio campaign supports the branding effort of the company..or else your radio ad is seen as a desperate attempt at grabbing attention with no substance to back it up.

Until next week...
~B