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Take Your Radio Ads to the Next Level


Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway.

Radio commercials should sell the benefits (not features)of your business/product and should be on the same page with print, TV and billboard. A major problem in business advertising today is the lack of coordination of a campaign where all media are targeting the same message. The newspaper ad says one thing and the radio commercial doesn't seem to fit anywhere. Wasted money. Hit 'em with the same message across the board and you increase your reach.

Radio commercials at smaller radio stations are typically created by the radio salespeople or the announcers. In most cases, neither are trained at selling benefits. It's your money and you shouldn't spend it on amateurish and/or totally ineffective commercials.

The biggest mistake many business people make is letting the station staff come up with the commercial copy and finished product. When they play it for you, you can tell they really love it. They wrote it, maybe they voiced it. It's me, me, me. They love all the fun they had making it. They don't know squat about selling benefits.

Effective radio commercials Remember Tom Bodett for Motel six? A great campaign, it was Tom delivering the benefit for staying at the motel with a little music in the background. Award winning. And Motel Six business shot off the charts. Benefits sell. Yet few local radio people would be comfortable with a straight voice Tom Bodett style ad. They want you to feel like you are really getting something for your money. so they produce a grand scale dud.

Here are BIG Mike's tips for better commercials

Don't Do It Yourself You may be able to write it, after a little practice, but don't get fooled into thinking you can do it better than a professional announcer. The radio people will want you to voice it because some of your fiends will tell you they heard you on the radio and you will be convinced radio works. Phooey. That's an old way to sell ads. The high powered ad agency worked with David Orreck for several days to get those vacuum cleaner commercials to sound like one-takes.

Avoid two-voice "slice-of-life" ads Many are made by dragging the receptionist into the studio to play the wife or mother and the result is something that sounds like the junior high school drama class made it.

Steer clear of characterizations The last of the great character actors on radio was Mel Blanc and he died 20 years ago. An 18 year old kid trying to sound like a crusty ol' sea captain doesn't get it.

Don't try humor - it ain't funny Remember the main reason to advertise, WIIFM, What's In It for Me, that's what they want to know. Sell benefits. Take a poll, no one cares about a cutesy commercial, they care about what's in it for them. Yet, every radio station in the country has at least one would-be Bob Hope who thinks he can out-funny the pros. It doesn't work. Consider how you feel when you hear one on the radio. It sure doesn't explain why you should visit the store, unless it is to punch out the owner for being so stupid. Ditch the lame humor for real substance

90 Seconds into 30 Won't Go. The power of the pause is important in radio commercials. Too many radio people take you literally when you tell them what you want in your commercial and try to get it all in one ad. Instead, ask them to create several that will rotate on the air. Take your time to explain the benefits.

Don't buy anything longer than 30 seconds Some station price 60s double what they charge for 30 seconds, other plus up the 30 rate by 20 or 25 percent. Either way, you don't need a 60. Make two 30s and get more exposure and save more money. Heck, if you can say the entire Lord's Prayer in 20 seconds, you can sure sell your benefits in 30.

Ask for an out-of-market voice These days with email audio attachments, many radio stations share voices around the country. You can get a voice thousands of miles away that will do ads only for you. In turn the station announcer who would have done your ads, does one for that station, an even trade. The exchange takes only seconds, no one does any more work and the cost to the advertiser is zero.

Be sure your radio ads sell the same benefits at the same time as your newspaper, shopper and other print and billboard ads. Plan your advertising well in advance, just like the other parts of your business.

For more about advertising, get my article "Cable Ads 5 Bucks!" Send a blank eMail to MailTo:CableAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. January / 20 / 2020

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Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

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Susan Estrich: Microtargeting affects not only advertising but politics tpp  Omaha World-Herald

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[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

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Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

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U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

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How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

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11 key Walmart executives who are leading its advertising business  Business Insider Nordic

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Former Tribune advertising director Smith dies | Local News  Citizentribune

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4 Best Practices To Keep In Mind For Your AR Advertising Campaign  Grit Daily

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Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

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Thomas E. Lister: Don't allow false political advertising  La Crosse Tomah Journal

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Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI  Adweek

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - Yahoo Finance
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Yahoo Finance

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

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Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

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Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

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Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

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Greenwich Avenue banner issue could be sign of larger debate  CT Insider

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Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

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Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

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Your Digital Detox May Be Toxic for Advertising  The New York Times

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YouTube overhauls advertising, data collection on kids content  The Washington Post

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Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

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Chipotle Won the Advertising Battle Last Quarter  QSR magazine

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Legislation would allow student athletes to sign advertising contracts  WREG NewsChannel 3

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Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

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ADVERTISING: Advertorial — JONATHON M. SASSER: Health Detectives: Allies through your wellness adventure  Coeur d'Alene Press

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

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Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

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NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

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Inside the Biggest 2020 Advertising War Against Trump  The New York Times

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Facebook’s revised political advertising policy doubles down on division  The Verge

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Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

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Company pitches real revenue from virtual advertising  My Citizens News

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Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

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Spotify Rolls Out Technology Aimed at Helping Podcast Advertisers  Wall Street Journal

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Microsoft Advertising to deprecate average position after all  Search Engine Land

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Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

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Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

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Spotify to Suspend Political Advertising  Wall Street Journal

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Reynolds named regional advertising director for Lee Enterprises Central Illinois  Bloomington Pantagraph

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CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

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Multiple platforms of advertising now, says Goa's ad veteran  The Navhind Times

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YouTube advertisers blindsided by climate change denial videos  The Verge

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New Subway boss John Chidsey seizes control of ad budget  New York Post

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B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

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The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

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W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

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Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

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Video is now more lucrative for Chinese advertisers than news sites  Abacus

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Why Is the Apple TV Constantly Advertising at Us?  TidBITS

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Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

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9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

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Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

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News Corp Sells Video-Advertising Startup Unruly  Wall Street Journal

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Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

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Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News  Dagoretti News

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Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

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Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers  themediatimes

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Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

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Will CCPA Be a Boon for TV Advertising?  Broadcasting & Cable

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From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

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Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

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Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

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Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

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Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

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The Duke of Wellington is advertising for a '100 per cent trustworthy' steward  Daily Mail

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Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

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What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

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Advertising in a world of consumer distrust | Analysis – Gulf News  Gulf News

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Verizon's Super Bowl advertising focuses on 5G  Daily Gaming Worlld

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Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

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Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

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Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

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Get ready to be bombarded with 2020 Census ads  Pittsburgh Post-Gazette

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New report offers analysis on the Outdoor Advertising Machine Market  Fusion Science Academy

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Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, Up More Than Seven Percent Over 2019  GlobeNewswire

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Celebrities Starting To Line Up For Super Bowl Advertisers  SportsBusiness Daily

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TikTok explores curated content feed to lure advertisers  Financial Times

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Global Internet Advertising Market 2020 Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft, Alibaba, Tencent, Twitter  Fusion Science Academy

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Survey: Most advertisers used advanced TV solutions in 2019 |  Advanced Television

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Traditional Advertising Agency Services Market – Survey on Consumption Benefits 2031  Fusion Science Academy

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I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle  MuMbrella

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Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

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Facebook's Adding More Detail to its User Controls Over Advertisers' Custom Audience List Targeting  Social Media Today

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Don't try to out-Chinese the Chinese in your Lunar New Year advertising. You'll lose  MuMbrella

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Sojern's digital advertising platform now available to all hotels  Web In Travel

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Florsch: Women drivers serve as advertising objects  Grand Prix 247

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Tess Alps: We can't confront climate change without advertising  Mediatel News

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Who says advertising doesn't work? The subliminal message behind Lynden Gooch's wonder goal  Chronicle Live

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