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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 Tue. June / 18 / 2024

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T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

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The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

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Elon Musk launches charm offensive to win back advertisers  Financial Times

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Digital Advertisers Are Debating What Counts As 'Premium Content'  Business Insider

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Why some cities are banning fossil fuel advertisements  The Washington Post

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

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Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

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Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

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Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

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Peterborough youth praised ahead of food advertising ban decision  BBC.com

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

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Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

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Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

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'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

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SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising  Yahoo Finance

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Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

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Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

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Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand  The National Law Review

UK advertising and research exports reach £18bn - Research Live
UK advertising and research exports reach £18bn  Research Live

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Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

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How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

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Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

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Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

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Biden team announces $50M campaign highlighting Trump conviction: Election 2024  The Associated Press

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Getting up close and personal: The new focus making digital dominate global ad spend  Euronews

Romanian legislative bans advertising for electronic cigarettes and vapes - Romania-Insider.com
Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

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Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post

One minute in Cannes with: Uber Advertising - Performance Marketing World
One minute in Cannes with: Uber Advertising  Performance Marketing World

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Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

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Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

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Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

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Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

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Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

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Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

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Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

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Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising  StockTitan

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Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

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These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

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T-Mobile can no longer advertise a 'Price Lock' if it doesn't lock prices  Android Authority

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Oracle Is Shutting Down Its Ad Business  Adweek

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NBCUniversal Supercharges Live Event Programming For Advertisers With New Accelerated Audience Capabilities  PRODU

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Women Connect at Cannes Lions Ad Festival's Empower Cafe  TheWrap

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X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

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Briefing: TikTok Announces AI Avatars for Advertising  The Information

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Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  GV Wire

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How AI will impact the advertising world according to OpenAI  Fast Company

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Jana Steward can provide all display advertising needs  Erwin Record

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

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Why advertising needs more queer leaders  Ad Age

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Commercial sponsor advertisements approved for all regular-season football games  NCAA.org

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Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

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Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

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United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

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Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

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Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

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6 Top Advertising Trends to Watch (2024 & 2025)  Exploding Topics

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ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

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106 Lions on a shirt  Creativebrief

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Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

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How Retailers Became Ad Platforms  HBR.org Daily

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United Airlines seat ads: How to opt out of targeted advertising  Fast Company

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Laughing Matters: How Cannes' Humor Category Could Change Advertising  Adweek

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  American Family News

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Wacl calls on industry to measure representation of women in advertising  CampaignLive

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Biden Campaign Announces $50 Million Advertising Blitz Highlighting Trump's Conviction  http://hamodia.com

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RDDT Stock: What to Watch as Reddit Nabs New AI Advertising Deal  InvestorPlace

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Google launches Google TV advertising network  Search Engine Land

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Amazon hit with $122 mln US verdict in internet-advertising patent case  The Financial Express

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Allstate Arena advertising CM Punk for Friday Night SmackDown  POST Wrestling

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Creative 100: Honoring the Most Innovative Talent Across Advertising, TV, Visual Art and More  Adweek

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Wild Advertising boosts creativity with student collaboration  adobo Magazine

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Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem  AdExchanger

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2024 Guide to X (Twitter) Ads: Specs, Cost, and Tips  Hootsuite

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Gary Lineker 'breaks BBC advertising rules' by wearing his clothing line on air  The Independent

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Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch  Digiday

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