It's all about the message!
Don’t waste time with boring introductions or verbose explanations. Get straight to the point and start hammering the benefits of your business. Try adding an endearing jingle or a funny story or dialogue to keep the audience listening along. Also, avoid confusing the listeners with complicated words or sentence structures.
A Simple and Strong Call-To-Action (CTA)
Ask yourself: What is the one thing you want them to do at the end of the commercial?
Visit your website? Call a phone number? Visit your store? Whatever it is, make it crystal clear to your audience.
Then, keep it simple, silly. Unlike explainer videos on websites or squeeze pages, radio listeners can’t click on a button while driving in a car or listening to through headphones while on a treadmill.
Always, always, always give a call to action!
Entertain the Audience
Entrepreneur.com agrees that Great radio spots grab and hold attention, usually through humor (see above, Start Strong). They may also use sounds, compelling music or unusual voices to grab attention. Your spots must tell stories or present situations your target audience can relate to. To keep your audience listening to your spots month after month, make them part of an ongoing campaign theme. Your audience will listen for the newest versions, helping extend your message more successfully than if you were to run unrelated spots. For maximum results, make your call to action--a URL or phone number--easy to remember and tie it in with your company name or message.
Always Be Testing
Test your radio ad campaign over and over again and see what works. A simple way is to create two radio ads with different introductions, scripts, or call-to-actions and air one ad 50% of the time and air the other ad 50% of the time. Then, each commercial will funnel their listeners to a separate URL or phone number.Collect the data for a few weeks or even months, analyze which ad outperformed the other and go with the winner. You can continue testing your winning ad, trying different introductions or call-to-actions and, soon, you may have an ad that converts over 300% better than your first version.
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