Not all radio ads are created equal, some are quick Call To Action Sale or event ads - others are branding ones - but all of them should have the following 5 elements...
1) Beginning Right
Most of us are now exposed to between a massive 4,000 to 10,000 ads per day (that's on radio, branding, posters, billboards, packaging, tv, newspaper, online and in-store) and we do tune most of them out, most of them. What this means is that you need a have a very powerful message that can hook your audience within the first few seconds of your ad (some estimations are no less than 3 seconds - others the first 7).
Here are some powerful ways to capture their attention right away:
- Open with a shocking fact that is relevant to those who need or want your product.
- Begin with a humorous line, motivating the listener to pay attention (remember that humour is very subjective and should change often, or be middle of the road so as to not offend)
- Asking a compelling question that does not have a "yes" or "no" answer
- Use sound effects: for example Coca-Cola captivates listeners with a radio ad that opens with the sound of ice going into a glass (80% of the time) followed by the sound of a can of Coca-Cola being opened and poured over ice.
2) Sonic Branding
This includes using the same music bed all the time, creating, and using a jingle in every ad, using tag lines, and common phrases. It helps to build an image of trustworthiness in a listeners mind with consistent, repeatable expressions of your brand. When it is done right, Sonic Branding can transcend radio and spill over to your print, in-store displays, on TV and online.
3) Targeted Messages
Targeted messages are the cornerstone of an effective radio ad campaign. They motivate the people you are trying to reach to act.
Here are some tips to do this:
- Start with market research: The path to a targeted message begins with knowing your audience wants and needs.
- Always keep your target audience in mind, their unique needs, wants, and pain points.
- Use the language of your target audience. There is no use using jargon if your target doesn't know what it means, so if you need to use terms that the public understands - do so.
4) A Specific Goal
As you craft your message, think about what action you hope listeners will take, for example - call now - see our website - find us on Facebook - google search us - type our number into your phone for when you need us.
5) Uniqueness
REMEMBER: If your ad sounds like every other ad on the radio, it won’t stick in listeners’ minds. Be different to your competitors, do something that will set your message apart, that people will talk about after listening to it. These word of mouth discussions will help spread awareness of your brand.
Ands that's it for this week - catch you next week.
