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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 Sun. April / 18 / 2021

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Maryland To Delay Controversial Digital Advertising Tax As The Lawsuits Keep Coming  Forbes

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Cassidy Advertising Promotes Olbrych to Social Media Manager  businessjournaldaily.com

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Advertising Employees Are Facing Burnout and Some Are Quitting  Business Insider

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

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Space Coast Advertising Federation to Host Two-Part Virtual Series On ADA Website Compliance  SpaceCoastDaily.com

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What are the two most powerful words in advertising? “CALL NOW”  PR Web

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Lumenad Launches Advertising Intelligence Software for Digital Marketers  PRNewswire

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The future of political advertising is connected TV  Axios

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Opinion: Don't ban 'surveillance' advertising. Fix it.  AdAge.com

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Huawei opens ad partnership program to advertisers in Europe - GSMArena.com news  GSMArena.com

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How Brands Turned to In-Game Advertising During the Pandemic  Morning Brew

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Maryland Takes a Beat on Its New Digital Advertising Tax  JD Supra

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Local Chinese regulators fine Alibaba-backed browser for false advertising  Reuters

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Will Sports TV Advertising Return to Pre-Pandemic Form?  Hollywood Reporter

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Cinema advertising post-pandemic: what does the future hold for the silver screen?  The Drum

Jun Group Launches Self-Service Advertising Platform for SMBs - GlobeNewswire
Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

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Comcast, Verizon Sue Maryland Over New Digital Advertising Tax  Bloomberg Tax

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

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

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Charter Must Pay $19M to Windstream for False Advertising  TV Technology

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How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising  Forbes

Cowen raises targets on digital advertising leaders headed into earnings - Seeking Alpha
Cowen raises targets on digital advertising leaders headed into earnings  Seeking Alpha

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Magnolia Medical Launches New "Diverted" Multi-Media Advertising Campaign to Educate Healthcare Providers on Benefits of Steripath®  PRNewswire

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FDIC Seeks Views on Bank Advertising  Banking Exchange

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Programmatic Advertising Company MOLOCO Releases New Report  MarTech Series

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ROI of Advanced Digital Advertising: What Marketers Need to Know  Law.com

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Glitch: Intel is embarrassed by inadvertent Macbook advertising – Northern Gwinnett News - Northern Gwinnett News (NGwinnett.com)
Glitch: Intel is embarrassed by inadvertent Macbook advertising – Northern Gwinnett News  Northern Gwinnett News (NGwinnett.com)

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HR.com's HR Research Institute Announces 'Employer Branding and Recruitment Advertising' Advisory Board for 2021 to Advise HR Research and Complimentary Virtual Events  PR Web

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Bengaluru Railway Division to open up advertising on mirrors in trains  The New Indian Express

Aaron Branch Insights: Social Media Advertising Trends You Can't Ignore In 2021 - Haute Living
Aaron Branch Insights: Social Media Advertising Trends You Can't Ignore In 2021  Haute Living

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Hub - Global Advertising Lawyers Alliance (GALA)  Lexology

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New wooden satellite is part advertising, part student project  Ars Technica

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The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

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Planning Your Advertising Approach with COVID-19 in Mind  Special Events

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Few Older Americans Trust Social Media Advertising 04/14/2021  MediaPost Communications

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iHeart Shares Jump On Analyst's Bullish Advertising Outlook 04/14/2021  MediaPost Communications

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Judge orders Charter to pay $19M to Windstream in false advertising suit  FierceTelecom

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