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Buying Radio? Read This and Don't Waste Your Money


Pay close attention and make it work the best for you.

No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio stations. Maybe you've even entertained them in your office. Hopefully you didn't have to sanitize your phone or office afterwards.

Well, radio can be great way to garner awareness cheaply... ahem, inexpensively... if you do it right. Remember... 97.823% of all radio ads S-U-C-K. That leaves you to carry the banner for great radio advertising. And when you do, you will get noticed. Believe me, you will get noticed.

Why do so many radio ads suck? Between the screaming car ads, nasally voiced business owners who should never get anywhere near a microphone reading their own ads, and the next "turnkey" business opportunity, they are all dressed in their plaid suits and resorting to hucksterism. They want your money and they want it now.

They forget one thing. Well, actually a lot of things, but the main thing they forget that people are not tuning in for their ad. Listeners want Rush, Rome, Al, Laura, music, sports, news, or whatever. People aren't saying, "Gee, I gotta hear great heating and air conditioning ads today!"

Your ad is interrupting what they listen for. By nature, you are already behind the eight ball before you start in radio. But there is hope.

First off, do NOT let a radio station employee write your ad.

If your exec isn't a writer (you may luck out in that some radio execs are copywriters in training looking for an agency gig) and you don't speak up, your ad will probably get written by either: the station producer- who may have already written 4 or 5 other ads that same DAY,who doesn't have enough time to fully attend to your needs, and thereby wasting your money; OR a disc jockey (strange term- they don't spin wax anymore, Daddy-O) whose annoyed he or she has to write an ad, or who's not a talented writer to begin with, also wasting your money; OR by an intern, secretary, or other employee - who may relish the opportunity, but may not have the chops yet, or is being pressured to write something "quick and dirty" so it can produced and on the air -- also thereby wasting your money.

You have creative control and the ultimate yay or nay, so feel free to choose your writer. Hint and Shameless Plug : There is a link here to direct you to an excellent radio writer. It's http://www.brandedbetter.com.

Now, when it comes down to concepting and reviewing scripts, remember this: Radio is called Theater of the Mind for good reason. Use it to your advantage. Recall your disadvantage before starting.

Cleverness will grab attention. But... it must be on strategy to be effective. Give your writer ONE benefit to express. How does that benefit resonate with the target audience? Don't think if you have a "mundane" or "boring" product or service, there's no cleverness to be had. Give a good writer enough information, and they will find it.

A few of the BEST radio ads I've ever heard was for a soil conditioner. Yup. A soil conditioner. Two voices. One performed by the writer. The other performed by midlevel (read... talented, and nonunion) voice talent. Writer as The Hick Farmer. Nonunion Talent as the Smart Farmer.

Hick Farmer: "Hey, nay-bor...Whatzzat on yer roof?"

Smart Farmer: (obviously) "It's a satellite dish."

Hick Farmer: "Whazzit fer...? Talkin' to the Martians?"

You can almost hear the slack jaw in your head. And it makes you want to hear more. That's your goal for radio.

Another ad for the same product was even better.

Smart Farmer: "Hey, neighbor... Why so glum?"

Hick Farmer: "Aw... the weeds, the bugs, the disease... my crops are about ruined... I've had an awful year. The wife has been pickin' her tooth for leftovers."

Now, I'm not a farmer. I never heard of conditioning soil. But, you can bet I understood what it did after these ads. And did I mention I was wondrously entertained when receiving this information?

To be fair, these ads were produced by an ad agency with a good sized budget. The campaign also won some ad awards and some industry awards. The point is-- a good ad isn't loud, repetitive, trite, condescending, or tries to jam as many words possible into the time frame. In fact, silence works to your advantage. Silence in radio (or even TV) is like white space on a print ad. It tastefully surrounds the content for maximum effectiveness, drawing the eye (in this case, ear) in to read (hear) the copy.

Voices are important, too. Ever listen to the radio and hear the same voice all over the ads? That's usually Mr. or Ms. Producer-- the person who makes sure the ad gets made. That's why they don't have time to write a good one for you. Many freelance writers, myself included, know something about voices and casting, and can probably get you the best talent for your dollar. Some writers can even voice their own copy. And think twice, no... three times about voicing it yourself. Better make that four times.

Oh, and if you're wondering what length of ad to buy? In most cases, go for the :60. For just a few dollars more, you get twice the time to play with. If you are spending money on radio, use ALL the resources available to you to create the best possible ad. And that usually entails going outside the radio station walls to get it. ~~

John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his website http://www.brandedbetter.com. Speaking with both agency and in- house experience, he knows the most valuable asset of a businees is its brand.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. October / 14 / 2019

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

A new book explores Richard Avedon's advertising legacy - AdAge.com
A new book explores Richard Avedon's advertising legacy  AdAge.com

Best Practices for Online and In-Print Advertising to Life Scientists - ResearchAndMarkets.com - Yahoo Finance
Best Practices for Online and In-Print Advertising to Life Scientists - ResearchAndMarkets.com  Yahoo Finance

Global Social Media Advertising Industry - PRNewswire
Global Social Media Advertising Industry  PRNewswire

Singapore bans advertising for high-sugar beverages - BeverageDaily.com
Singapore bans advertising for high-sugar beverages  BeverageDaily.com

NY Times' (NYT) Advertising Revenues Likely to Remain Soft - Yahoo Finance
NY Times' (NYT) Advertising Revenues Likely to Remain Soft  Yahoo Finance

Zimmerman Advertising Goes Pink For Breast Cancer Awareness - Yahoo Finance
Zimmerman Advertising Goes Pink For Breast Cancer Awareness  Yahoo Finance

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

Study: Marketers prefer digital advertising instead of print media - Digital Information World
Study: Marketers prefer digital advertising instead of print media  Digital Information World

HiSmile Skyrockets Social Advertising Performance with Brand Networks - MarTech Series
HiSmile Skyrockets Social Advertising Performance with Brand Networks  MarTech Series

Global Cross-Platform and Mobile Advertising Industry - Yahoo Finance
Global Cross-Platform and Mobile Advertising Industry  Yahoo Finance

TM Advertising Closes Its Doors After 85 Years - Adweek
TM Advertising Closes Its Doors After 85 Years  Adweek

5 Advertising Week Takeaways To Keep On Your Radar For 2020 - Forbes
5 Advertising Week Takeaways To Keep On Your Radar For 2020  Forbes

German drug commissioner urges blanket ban on tobacco advertising - Xinhua | English.news.cn - Xinhua
German drug commissioner urges blanket ban on tobacco advertising - Xinhua | English.news.cn  Xinhua

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

BluePrint Advertising Agency - Ad from 2019-10-13 | Office Services - STLtoday.com
BluePrint Advertising Agency - Ad from 2019-10-13 | Office Services  STLtoday.com

Advertisers are pushing the limits of how they make money from agencies - Digiday
Advertisers are pushing the limits of how they make money from agencies  Digiday

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

Compelling Content + Native Advertising for Small and Medium Bus - Patch.com
Compelling Content + Native Advertising for Small and Medium Bus  Patch.com

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

Warren Challenges Facebook's Political Advertising Policy—With Ad That Falsely Claims CEO Zuckerberg Endorsed Trump - Common Dreams
Warren Challenges Facebook's Political Advertising Policy—With Ad That Falsely Claims CEO Zuckerberg Endorsed Trump  Common Dreams

Twitter misused security information for advertising purposes - CNET
Twitter misused security information for advertising purposes  CNET

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

Is Extended Reality The Future Of Digital Advertising? - Forbes
Is Extended Reality The Future Of Digital Advertising?  Forbes

influencers can help get around advertising restrictions - Marijuana Business Daily
influencers can help get around advertising restrictions  Marijuana Business Daily

13 Reasons Why Consumers May Hate Your Brand's Advertising (And How To Fix It) - Forbes
13 Reasons Why Consumers May Hate Your Brand's Advertising (And How To Fix It)  Forbes

Outdoor Advertising Startup Firefly Can Now Target Ads Based on Weather - Adweek
Outdoor Advertising Startup Firefly Can Now Target Ads Based on Weather  Adweek

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

Starling Bank launches first TV advertising campaign - Finextra
Starling Bank launches first TV advertising campaign  Finextra

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

Reddit strikes sharing deal with Snap - AdAge.com
Reddit strikes sharing deal with Snap  AdAge.com

Twitter says it unintentionally misused user data for advertising - Axios
Twitter says it unintentionally misused user data for advertising  Axios

Amazon’s advertising arm is getting so big it held a major conference for brands - GeekWire
Amazon’s advertising arm is getting so big it held a major conference for brands  GeekWire

TikTok explains its ban on political advertising - TechCrunch
TikTok explains its ban on political advertising  TechCrunch

Truth and the internet: Political advertising and the Internet - by Alison Brown - The Ark Valley Voice
Truth and the internet: Political advertising and the Internet - by Alison Brown  The Ark Valley Voice

Singapore the first state to ban advertising of sugary beverages - IEG Policy
Singapore the first state to ban advertising of sugary beverages  IEG Policy

Taika Waititi's Jojo Rabbit is advertising with parody clickbait. - Slate
Taika Waititi's Jojo Rabbit is advertising with parody clickbait.  Slate

UK regional airport advertising company Eye Airports acquired by CP Media - The Moodie Davitt Report - The Moodie Davitt Report
UK regional airport advertising company Eye Airports acquired by CP Media - The Moodie Davitt Report  The Moodie Davitt Report

The Wagner Agency Disrupts The Advertising Agency Model - MarTech Series
The Wagner Agency Disrupts The Advertising Agency Model  MarTech Series

An Hour of Advertising with... The Beyond Collective's Zaid Al-Zaidy - The Drum
An Hour of Advertising with... The Beyond Collective's Zaid Al-Zaidy  The Drum

How brands like Glossier sell "aspirational realness" on Instagram - Quartzy
How brands like Glossier sell "aspirational realness" on Instagram  Quartzy

Political notebook: Overwhelming interest causes delay in medical marijuana advertising study - Tulsa World
Political notebook: Overwhelming interest causes delay in medical marijuana advertising study  Tulsa World

Amadeus expands travel audience advertising platform to Asia Pacific - Warc
Amadeus expands travel audience advertising platform to Asia Pacific  Warc

Columbus Day parade is on, despite false advertising to the contrary - Pittsburgh Post-Gazette
Columbus Day parade is on, despite false advertising to the contrary  Pittsburgh Post-Gazette

Cracking the code on podcast advertising for customer acquisition - TechCrunch
Cracking the code on podcast advertising for customer acquisition  TechCrunch

Amazon Launches Sponsored Display Advertising - Forbes
Amazon Launches Sponsored Display Advertising  Forbes

Facebook should ban campaign ads. End the lies. - TechCrunch
Facebook should ban campaign ads. End the lies.  TechCrunch

Disney's ban on Netflix advertising a sign of 'increasing competition' - Fox Business
Disney's ban on Netflix advertising a sign of 'increasing competition'  Fox Business

Screenvision's CEO on why advertisers should take a look at in-theater advertising - AdAge.com
Screenvision's CEO on why advertisers should take a look at in-theater advertising  AdAge.com

Disney Bans Netflix Ads as Streaming’s Marketing Wars Intensify - The Wall Street Journal
Disney Bans Netflix Ads as Streaming’s Marketing Wars Intensify  The Wall Street Journal

Long Beach entrepreneur Cindy Allen to sell Agency ETA, advertising firm she founded, to Blume Media Group - Long Beach Press Telegram
Long Beach entrepreneur Cindy Allen to sell Agency ETA, advertising firm she founded, to Blume Media Group  Long Beach Press Telegram

New connected TV study debunks 3 common myths about political advertising - AdAge.com
New connected TV study debunks 3 common myths about political advertising  AdAge.com

Advanced TV Solutions: A Big Local Market Advertising Shift Agent - Radio & Television Business Report
Advanced TV Solutions: A Big Local Market Advertising Shift Agent  Radio & Television Business Report

Advertisers unhappy over new Lauer allegations but won't bolt NBC's Today - Fox Business
Advertisers unhappy over new Lauer allegations but won't bolt NBC's Today  Fox Business

Snapchat Must Hit More Angles with Advertisers - The Wall Street Journal
Snapchat Must Hit More Angles with Advertisers  The Wall Street Journal

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

U.S. seeks advertising, sales data on e-cigarette companies - Reuters
U.S. seeks advertising, sales data on e-cigarette companies  Reuters

Microsoft Advertising’s product, similar audiences now available to more advertisers - Search Engine Land
Microsoft Advertising’s product, similar audiences now available to more advertisers  Search Engine Land

Leading Advertising Industry in Australia - Industry Reporter
Leading Advertising Industry in Australia  Industry Reporter

You Will Be Shocked by This Article - The New York Times
You Will Be Shocked by This Article  The New York Times

West Chester student arrested after advertising alleged dorm room marijuana business - PhillyVoice.com
West Chester student arrested after advertising alleged dorm room marijuana business  PhillyVoice.com

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

Advertising Services Market Outstanding Growth with Eminent Key Players | WPP, Omnicom Group and Dentsu Inc. - 5Gigs News
Advertising Services Market Outstanding Growth with Eminent Key Players | WPP, Omnicom Group and Dentsu Inc.  5Gigs News

Publicis slides after latest cut to full-year guidance - Financial Times
Publicis slides after latest cut to full-year guidance  Financial Times

Fortnite goes into a 'black hole' and Facebook's cryptocurrency is in crisis: Monday Wake-Up Call - AdAge.com
Fortnite goes into a 'black hole' and Facebook's cryptocurrency is in crisis: Monday Wake-Up Call  AdAge.com

Microsoft Advertising will also deprecate accelerated delivery - Search Engine Land
Microsoft Advertising will also deprecate accelerated delivery  Search Engine Land

The audience you're missing out on when you overlook audio - AdAge.com
The audience you're missing out on when you overlook audio  AdAge.com

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

The hidden truth about media rebates: Agencies are paying settlements, but they're not being disclosed - AdAge.com
The hidden truth about media rebates: Agencies are paying settlements, but they're not being disclosed  AdAge.com

Washington Post unveils Zeus Prime for real-time advertising - Axios
Washington Post unveils Zeus Prime for real-time advertising  Axios

NAB NY 2019: LTN Global To Prioritize Distribution, Addressable Advertising Capabilities - Sports Video Group
NAB NY 2019: LTN Global To Prioritize Distribution, Addressable Advertising Capabilities  Sports Video Group

CBS, WarnerMedia, Viacom drop all e-cigarette advertising, including from market leader Juul - CNBC
CBS, WarnerMedia, Viacom drop all e-cigarette advertising, including from market leader Juul  CNBC

Austria Digital Advertising Tax Could Face State Aid Woes - Bloomberg Tax
Austria Digital Advertising Tax Could Face State Aid Woes  Bloomberg Tax

Older People Are Ignored and Distorted in Ageist Marketing, Report Finds - The New York Times
Older People Are Ignored and Distorted in Ageist Marketing, Report Finds  The New York Times

Advertising Week's Pitbull concert undermines a week of equality talk, say critics - AdAge.com
Advertising Week's Pitbull concert undermines a week of equality talk, say critics  AdAge.com

Advertisers react to The Trade Desk's privacy-friendly ID - Business Insider
Advertisers react to The Trade Desk's privacy-friendly ID  Business Insider

Middleton begins advertising for next police chief - WKOW
Middleton begins advertising for next police chief  WKOW

Supplement company The Nue Co. redirects advertising spend to out-of-home campaigns - Glossy
Supplement company The Nue Co. redirects advertising spend to out-of-home campaigns  Glossy

Ex-WPP CEO Martin Sorrell says 'breakup values' of ad companies are approaching huge levels - CNBC
Ex-WPP CEO Martin Sorrell says 'breakup values' of ad companies are approaching huge levels  CNBC

The definitive guide to what’s in and out at Advertising Week 2019 - Digiday
The definitive guide to what’s in and out at Advertising Week 2019  Digiday

How Masterclass is using Amazon advertising - Digiday
How Masterclass is using Amazon advertising  Digiday

Facebook: Thousands of Children are interested in gambling and alcohol advertisements - Digital Information World
Facebook: Thousands of Children are interested in gambling and alcohol advertisements  Digital Information World

9 strategies to craft creative advertising no matter the client - AdAge.com
9 strategies to craft creative advertising no matter the client  AdAge.com

Advertising on Stories 101: Instagram and Beyond - JumpFly PPC Advertising News
Advertising on Stories 101: Instagram and Beyond  JumpFly PPC Advertising News

Great advertising needs a place for both the winning formula and the unexpected - AdAge.com
Great advertising needs a place for both the winning formula and the unexpected  AdAge.com

What Advertisers Can Do to Prepare for the Coming Triopoly - Adweek
What Advertisers Can Do to Prepare for the Coming Triopoly  Adweek

New Scripps Octane Advertising Solution Connects Local Advertisers to Premium Audiences Through OTT Video - MarTech Series
New Scripps Octane Advertising Solution Connects Local Advertisers to Premium Audiences Through OTT Video  MarTech Series

Howard County Councilman Suggests Not Advertising Public Schools On House For Sale Signs - CBS Baltimore
Howard County Councilman Suggests Not Advertising Public Schools On House For Sale Signs  CBS Baltimore

Singapore to become first country to ban advertising for high-sugar drinks - The Independent
Singapore to become first country to ban advertising for high-sugar drinks  The Independent

Mailer advertising white supremacist event at Belfast library a hoax - Bangor Daily News
Mailer advertising white supremacist event at Belfast library a hoax  Bangor Daily News

Target and Disney team up on media offering for advertisers - AdAge.com
Target and Disney team up on media offering for advertisers  AdAge.com

Spice company spends most on impeachment advertising after Trump - The Independent
Spice company spends most on impeachment advertising after Trump  The Independent

NASCAR guns shift? Advertisers say assault-style weapons ads rejected - Daytona Beach News-Journal
NASCAR guns shift? Advertisers say assault-style weapons ads rejected  Daytona Beach News-Journal

China's Merchant Union goes the surreal advertising route to pitch its bank loans - Mumbrella Asia
China's Merchant Union goes the surreal advertising route to pitch its bank loans  Mumbrella Asia

Quora adds 3 new targeting options for advertisers - Marketing Land
Quora adds 3 new targeting options for advertisers  Marketing Land

Traditional Advertising Agency Services Market to Hold a High Potential for Growth by 2029 - Online News Guru
Traditional Advertising Agency Services Market to Hold a High Potential for Growth by 2029  Online News Guru

Criteo Partners with Pixalate to Provide Additional Protection for Advertisers' Investments - MarTech Series
Criteo Partners with Pixalate to Provide Additional Protection for Advertisers' Investments  MarTech Series

It's time for advertisers to reconsider the legacy agency relationship - Marketing Dive
It's time for advertisers to reconsider the legacy agency relationship  Marketing Dive

Advertising blitz, sugar-free Gatorade drive PepsiCo profit beat - Reuters
Advertising blitz, sugar-free Gatorade drive PepsiCo profit beat  Reuters

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