The Seven Golden Rules of Radio Advertising
Actually, there are probably more than seven golden rules of radio advertising. There are probably 114 golden rules. But you’re too busy running your small business to read 114 rules – so for the sake of brevity, here are seven of the more…golden ones.
For heaven’s sake, say something!
Once you’ve decided to advertise your small business on radio – and that is one of the best decisions you’ve ever made – then it’s time to think of what you’re going to say. The best thing you can say is something different. What is the one thing that makes your small business different to your competitors – the one thing that makes you stand out from the crowd? Think about this carefully. If you can advertise this point of difference, and clearly show how it will benefit the listener, your radio advertising will certainly meet, and probably exceed, your expectations.
Know your market.
This is where you become a researcher. If you know what you want to say, then you’ll have a fair idea of the sort of people who will be interested in your message. They’re your ‘target market’. Find out all you can about your target market. How do they dress? What music do they like? How do they speak? The more you know about your target market the easier it is to write a script containing the language and messages that will make a direct connection with them.
Keep it simple.
Don’t let creativity get in the way of your message. Creative elements should complement your message, not operate on a totally separate plain. If sound effects, jokes, music and other audio tricks do nothing to promote your message, dump them. Creativity can make a radio commercial stand-out – but a really strong message is what will make it effective. Many an advertising writer will tell you that their most creative commercials have been their least successful!
One message at a time.
Different messages often appeal to different markets, and too many messages can be confusing. You can’t say everything to everybody all at once. If you have lots of good things to say about your small business, write one script per message.
Be specific.
Your customers love specifics. If you’re having a sale, it’s far better to say ‘ prices start from as low $15’ than ‘we have really big discounts’. Your idea of a big discount may be different to somebody else’s idea of a big discount. By being clear, your potential customer gets a far better idea of what you’re doing and will be more compelled to act. Similarly, say ‘just 12 left’ rather than ‘stocks are limited’. Or ‘sale ends Monday’ instead of ‘sale ends soon’. By giving your customers exact information you’re far more likely to create urgency and desire.
I believe you!
Your credibility is one of your biggest selling points. Your radio commercial should build on this by backing up any claims you make with solid, actual evidence. Avoid the temptation to exaggerate or make promises you can’t keep. Honesty is always the best policy. Your customers will respond positively to hearing the truth.
Now you’re on air, STAY on air
As alluded to earlier, your decision to advertise on radio is one of the best decisions you’ve ever made. But now that you’re on air, make sure you stay there! The minute you stop advertising is the minute your customers forget about you and start listening to someone else. By advertising on a regular, on-going basis you are constantly reminding your customers that you are around to satisfy their desires or solve their problems.
Dani Bellamy is a professional writer with over 15 years experience in the radio industry. She is currently doing Website Marketing you can find out all about Social Media Marketing at Talk About Creative.
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