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