USING RADIO CORRECTLY

In spite of all the newer media forms, radio is still a very viable and powerful advertising medium. And, if used correctly, it can bring customers to your door and put money in the till. But the crucial detail here is “used correctly”. The media landscape has changed a lot in the past 10 years and radio advertising has too.

While radio can be used exclusive of all other media successfully, it is used best as a part of an overall media campaign. Radio is a prime way to enhance your digital platform…and it goes way beyond merely mentioning your website in your radio ads.

There is nothing more important than your ad MESSAGE. Not the choice of media…nor the choice of talent…nor the choice of approach. The MESSAGE is the key. Too many ad writers only regurgitate the old advertising clichés they’ve heard over and over as they grew up listening to radio and watching TV. Much of it is full of impotent jargon. Since current audiences aren’t motivated by those tired methods and jargon, their effectiveness has diminished.

Also, as media has expanded, the average person is now exposed to up to 5,000 ad messages every day, compared to only about 500 back in the 1970s. So, you’re not only trying to get through to your potential customer, you’re trying to get through…PERIOD! With that kind of clutter, you need EFFECTIVE methods and composition that will get your message through the noise, make contact with your potential customers and MAKE THEM RESPOND!

The fact is, even a poorly written commercial has value. You can make ALL the mistakes in the book and still people will come to your door. Such is the power and reach of broadcast media. But since you are spending a lot of dollars to have your ad on the air, doesn’t it make sense to get the MOST for that money? The question is…do you want 10 people to come thru the door…or 30? Or 60? Or 100? THAT is the difference between an effective message and an ineffective one.

There are several proven techniques to help you produce, not just an EFFECTIVE commercial, but help you begin an EFFECTIVE MARKETING PROGRAM that will take your message beyond your radio ad! Contact me for details.

shel@radiospotdoc.com

Whatever the issue, click the CONTACT box at the top of the page.