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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:[email protected]

©2005 BIG Mike McDaniel All Rights Reserved [email protected] 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:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. April / 23 / 2021

Amazon Brand Advertising is Booming: Pacvue Report Reveals 41% Increase in Sponsored Product Spend and 89% Increase in Sponsored Brand Spend Year-over-Year - Daily Record-News
Amazon Brand Advertising is Booming: Pacvue Report Reveals 41% Increase in Sponsored Product Spend and 89% Increase in Sponsored Brand Spend Year-over-Year  Daily Record-News

AIM Media Midwest sues Facebook, Google over digital advertising tactics - Gallipolis Daily Tribune
AIM Media Midwest sues Facebook, Google over digital advertising tactics  Gallipolis Daily Tribune

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Carl Spielvogel, a Longtime Power in Advertising, Dies at 92 - The New York Times
Carl Spielvogel, a Longtime Power in Advertising, Dies at 92  The New York Times

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Insights on the In-Application Advertising Global Market to 2026 - by Advertisement Type, Application and Region - GlobeNewswire
Insights on the In-Application Advertising Global Market to 2026 - by Advertisement Type, Application and Region  GlobeNewswire

National Advertising Division Recommends Natural Diamond Council Discontinue Certain Advertising Claims on Benefits of Mined Versus Man-made Diamonds - PRNewswire
National Advertising Division Recommends Natural Diamond Council Discontinue Certain Advertising Claims on Benefits of Mined Versus Man-made Diamonds  PRNewswire

Mark Read on WPP’s Net Zero Commitment and Advertising’s Role During the Pandemic - Adweek
Mark Read on WPP’s Net Zero Commitment and Advertising’s Role During the Pandemic  Adweek

Core Components of Advertising Technology - CIOReview
Core Components of Advertising Technology  CIOReview

Facebook to bring changes in advertising, privacy following Apple's upcoming iOS update - WHBL News
Facebook to bring changes in advertising, privacy following Apple's upcoming iOS update  WHBL News

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

5 Marketing Technology Trends Taking Over Advertising - Robotics and Automation News
5 Marketing Technology Trends Taking Over Advertising  Robotics and Automation News

‘We still see value in live’: Inside Verizon’s Oscars advertising strategy - Digiday
‘We still see value in live’: Inside Verizon’s Oscars advertising strategy  Digiday

Lord Jones brings CBD advertising to television and streaming - Glossy
Lord Jones brings CBD advertising to television and streaming  Glossy

Advertising art showcased great talents: Yenke Peddler antiques - cleveland.com
Advertising art showcased great talents: Yenke Peddler antiques  cleveland.com

NYC targets Exxon, BP and Shell in false advertising lawsuit - New York Daily News
NYC targets Exxon, BP and Shell in false advertising lawsuit  New York Daily News

Voices: Digital Audio Advertising - The Marketer's New Superpower - MarTech Series
Voices: Digital Audio Advertising - The Marketer's New Superpower  MarTech Series

‘There are no more excuses’: Advertisers try to overcome the fallacy of ethical media buying - Digiday
‘There are no more excuses’: Advertisers try to overcome the fallacy of ethical media buying  Digiday

Digital Remedy's Flip OTT Advertising Platform Wins 2021 Digiday Video & TV Award - PRNewswire
Digital Remedy's Flip OTT Advertising Platform Wins 2021 Digiday Video & TV Award  PRNewswire

DigiMarCon America 2021 - Digital Marketing, Media and Advertising Conference | New Orleans - Very Local New Orleans
DigiMarCon America 2021 - Digital Marketing, Media and Advertising Conference | New Orleans  Very Local New Orleans

Researchers show how 'theory of mind' influences advertising skepticism - Phys.org
Researchers show how 'theory of mind' influences advertising skepticism  Phys.org

How household targeting can improve engagement - Advertising - BizReport
How household targeting can improve engagement - Advertising  BizReport

Court Agrees Chubb Excluded Coverage in $3.3 Million Unsolicited Advertising Case - Insurance Journal
Court Agrees Chubb Excluded Coverage in $3.3 Million Unsolicited Advertising Case  Insurance Journal

Excitant Healthcare Advertising: 2021 – PharmaLive - PharmaLive
Excitant Healthcare Advertising: 2021 – PharmaLive  PharmaLive

Bipartisan cannabis bill on hold over billboard advertising near schools - MDJOnline.com
Bipartisan cannabis bill on hold over billboard advertising near schools  MDJOnline.com

A Big Thanks To Our Advertisers - Above the Law
A Big Thanks To Our Advertisers  Above the Law

The American Advertising Federation Celebrates Excellence in Multicultural Advertising at the 19th Annual Mosaic Awards - Yahoo Finance
The American Advertising Federation Celebrates Excellence in Multicultural Advertising at the 19th Annual Mosaic Awards  Yahoo Finance

Schaefer Advertising: 2021 – PharmaLive - PharmaLive
Schaefer Advertising: 2021 – PharmaLive  PharmaLive

How Advertising Agencies Are Trying to Prevent Staff Burnout - Business Insider
How Advertising Agencies Are Trying to Prevent Staff Burnout  Business Insider

The ARKW ETF: Capitalizing on the Future of Advertising - ETF Trends
The ARKW ETF: Capitalizing on the Future of Advertising  ETF Trends

OTC Markets Group Welcomes Mirriad Advertising plc to OTCQX - PRNewswire
OTC Markets Group Welcomes Mirriad Advertising plc to OTCQX  PRNewswire

Roundup: LSU vaccinations / Evans-Graves Engineers / Lamar Advertising - Greater Baton Rouge Business Report
Roundup: LSU vaccinations / Evans-Graves Engineers / Lamar Advertising  Greater Baton Rouge Business Report

Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe - PRNewswire
Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

Facebook Preps Advertisers, App Developers, Audience Network Clients for iOS 14.5 Next Week - Adweek
Facebook Preps Advertisers, App Developers, Audience Network Clients for iOS 14.5 Next Week  Adweek

TikTok's top talent managers - Business Insider
TikTok's top talent managers  Business Insider

Global In-Application Advertising Market (2020 to 2026) - Featuring AdColony, Amobee and Apple Among Others - ResearchAndMarkets.com - Yahoo Finance
Global In-Application Advertising Market (2020 to 2026) - Featuring AdColony, Amobee and Apple Among Others - ResearchAndMarkets.com  Yahoo Finance

Lamar Advertising Co (LAMR) Stock: What Does the Chart Say Thursday? - InvestorsObserver
Lamar Advertising Co (LAMR) Stock: What Does the Chart Say Thursday?  InvestorsObserver

OPINION | Campus advertising interrupts learning environment • The Tulane Hullabaloo - Tulane Hullabaloo
OPINION | Campus advertising interrupts learning environment • The Tulane Hullabaloo  Tulane Hullabaloo

Wiregrass wins top advertising program awards - WALB
Wiregrass wins top advertising program awards  WALB

Department Of Health Releases Draft Advertising And Tracking Regulations - Cannabis & Hemp - United States - Mondaq News Alerts
Department Of Health Releases Draft Advertising And Tracking Regulations - Cannabis & Hemp - United States  Mondaq News Alerts

Invibes Advertising Announces a Successfully Capital Increase Through Private - MarTech Series
Invibes Advertising Announces a Successfully Capital Increase Through Private  MarTech Series

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

Department of Health Releases Draft Advertising and Tracking Regulations - JD Supra
Department of Health Releases Draft Advertising and Tracking Regulations  JD Supra

Pre-Upfront Moves: Disney Advertising Sales Makes Senior Exec Promotions 04/20/2021 - MediaPost Communications
Pre-Upfront Moves: Disney Advertising Sales Makes Senior Exec Promotions 04/20/2021  MediaPost Communications

Advertisers are gearing up for live events again - Business Insider
Advertisers are gearing up for live events again  Business Insider

Microsoft Advertising Partner Summit announces video ads, in-browser price comparisons and Facebook import - Search Engine Land
Microsoft Advertising Partner Summit announces video ads, in-browser price comparisons and Facebook import  Search Engine Land

InventHelp Inventors Develop New Advertising Accessory for Vehicles (ORD-2881) - Yahoo Finance
InventHelp Inventors Develop New Advertising Accessory for Vehicles (ORD-2881)  Yahoo Finance

Sotheby's International Realty Launches First Transcreational Global Advertising Campaign - PRNewswire
Sotheby's International Realty Launches First Transcreational Global Advertising Campaign  PRNewswire

Facebook tweaks ad tools ahead of Apple's privacy changes - Reuters
Facebook tweaks ad tools ahead of Apple's privacy changes  Reuters

How Important is Online Advertising to Growing a Successful Local Business? - Santa Clarita Valley Signal
How Important is Online Advertising to Growing a Successful Local Business?  Santa Clarita Valley Signal

How Do Americans Feel About Diversity In Beauty Advertising? - Beauty Packaging Magazine
How Do Americans Feel About Diversity In Beauty Advertising?  Beauty Packaging Magazine

Versus Systems to Allow Alcohol-Related Advertising Beginning in July - EIN News
Versus Systems to Allow Alcohol-Related Advertising Beginning in July  EIN News

Calhoun Port Authority approves advertising bids for new banker - Victoria Advocate
Calhoun Port Authority approves advertising bids for new banker  Victoria Advocate

PureCars Becomes Certified As A Kia Canada Digital Advertising Partner - PRNewswire
PureCars Becomes Certified As A Kia Canada Digital Advertising Partner  PRNewswire

Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards - Adweek
Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards  Adweek

Sidecar Releases E-commerce Advertising Industry Benchmarks for 2021 - PRNewswire
Sidecar Releases E-commerce Advertising Industry Benchmarks for 2021  PRNewswire

DoubleVerify: Secure Advertising, Secure Investment To Be Seen - Seeking Alpha
DoubleVerify: Secure Advertising, Secure Investment To Be Seen  Seeking Alpha

Comscore Expands Cross-Platform Digital Advertising Agreement - Martechcube
Comscore Expands Cross-Platform Digital Advertising Agreement  Martechcube

Spotify Recruits O2 for Green Sustainable Sonics Advertising Initiative - Adweek
Spotify Recruits O2 for Green Sustainable Sonics Advertising Initiative  Adweek

Sylvan Learning Returns to National TV Advertising for the First Time Since 2014 - WFMZ Allentown
Sylvan Learning Returns to National TV Advertising for the First Time Since 2014  WFMZ Allentown

Advertising investment returns for the last year could mislead investors - Lexology
Advertising investment returns for the last year could mislead investors  Lexology

Lamar Advertising Company: An Industry Leader - Seeking Alpha
Lamar Advertising Company: An Industry Leader  Seeking Alpha

Apple launches the post-IDFA world to the dismay of advertisers - VentureBeat
Apple launches the post-IDFA world to the dismay of advertisers  VentureBeat

Cheat Sheet: Why Advertisers Need to Know about the ‘Fourth Amendment Is Not For Sale Act’ - Digiday
Cheat Sheet: Why Advertisers Need to Know about the ‘Fourth Amendment Is Not For Sale Act’  Digiday

Connecticut proposes digital advertising services tax and employee-elective wage compensation tax on employers - JD Supra
Connecticut proposes digital advertising services tax and employee-elective wage compensation tax on employers  JD Supra

Global Interactive Advertising Market Leading Players are | Grey Advertising ,Wieden+Kennedy ,Butler, Shine, Stern & Partners ,Ogilvy & Mather ,BBDO ,Crispin Porter + Bogusky - KSU | The Sentinel Newspaper
Global Interactive Advertising Market Leading Players are | Grey Advertising ,Wieden+Kennedy ,Butler, Shine, Stern & Partners ,Ogilvy & Mather ,BBDO ,Crispin Porter + Bogusky  KSU | The Sentinel Newspaper

Verizon Media launches Next-Gen Solutions, the future of ID-less advertising - Verizon Communications
Verizon Media launches Next-Gen Solutions, the future of ID-less advertising  Verizon Communications

Remine Partners with Evocalize to Bring Digital Advertising Technology Directly to Remine Users - Business Wire
Remine Partners with Evocalize to Bring Digital Advertising Technology Directly to Remine Users  Business Wire

Outdoor Advertising Machines Operating Market Statistics, Facts And Figures, Investment Trends, Key Players and Forecast 2021-2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Outdoor Advertising Machines Operating Market Statistics, Facts And Figures, Investment Trends, Key Players and Forecast 2021-2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Amid digital advertising upheaval, CIOs will lead business transformation - CIO Dive
Amid digital advertising upheaval, CIOs will lead business transformation  CIO Dive

Las Vegas Sands Corp. Runs Expanded Gambling Advertising Campaign In Texas - CardPlayer.com
Las Vegas Sands Corp. Runs Expanded Gambling Advertising Campaign In Texas  CardPlayer.com

Global Billboard and Outdoor Advertising Market by Regional Outlook, Competitive Strategies, End-User and Forecast To 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Billboard and Outdoor Advertising Market by Regional Outlook, Competitive Strategies, End-User and Forecast To 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

‘Redefining the buckets’: TV upfront advertisers face pressure to reconsider programming biases - Digiday
‘Redefining the buckets’: TV upfront advertisers face pressure to reconsider programming biases  Digiday

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Digital ad spend grew 12% in 2020 despite hit from pandemic - CNBC
Digital ad spend grew 12% in 2020 despite hit from pandemic  CNBC

What Search Marketers Need to Know About Instacart Advertising - Search Engine Journal
What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

Microsoft Advertising's New Rollout & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Rollout & More Digital Marketing News  Search Engine Journal

Advertising Going Back For The Future: The Upside Of A Post-IDFA World - AdExchanger
Advertising Going Back For The Future: The Upside Of A Post-IDFA World  AdExchanger

Chrome users, see if Google is tracking you with new targeted advertising - Mashable
Chrome users, see if Google is tracking you with new targeted advertising  Mashable

They Had a Fun Pandemic. You Can Advertise with Them in Print. - Morning Brew
They Had a Fun Pandemic. You Can Advertise with Them in Print.  Morning Brew

How Artists and Advertisers Leverage Eye Gaze - Psychology Today
How Artists and Advertisers Leverage Eye Gaze  Psychology Today

Microsoft Advertising announces Automotive Ads open beta in the US and UK - Search Engine Land
Microsoft Advertising announces Automotive Ads open beta in the US and UK  Search Engine Land

Report: Human smugglers increasingly use Facebook to advertise services on the US-Mexico border - CNN
Report: Human smugglers increasingly use Facebook to advertise services on the US-Mexico border  CNN

Rise and Decline of Adobe's Advertising Business 2021 - Business Insider - Business Insider
Rise and Decline of Adobe's Advertising Business 2021 - Business Insider  Business Insider

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

How targeted advertising is impacted under Virginia’s CDPA - MarTech Today
How targeted advertising is impacted under Virginia’s CDPA  MarTech Today

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Advertise With Us - Oak Park - Wednesday Journal
Advertise With Us - Oak Park  Wednesday Journal

The New Realities of Advertising During COVID-19 - Total Retail
The New Realities of Advertising During COVID-19  Total Retail

NAD Decision Suggests Expansive Definition of Advertising - Ad Law Access
NAD Decision Suggests Expansive Definition of Advertising  Ad Law Access

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

Editorial: The difference between advertisements and editorial content - The State News
Editorial: The difference between advertisements and editorial content  The State News

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

Facebook Ends Ban on Political Advertising - The New York Times
Facebook Ends Ban on Political Advertising  The New York Times

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