|
|
|
Create Great Radio SpotsBy: Kim T. Gordon Radio campaigns are standard fare for many entrepreneurs nationwide. But do you know what turns a ho-hum radio concept into a terrific ad, and what makes for the most effective on-air copy and execution? It takes more than amusing your audience – though that helps. "People don’t mind being sold to, if you’re going to entertain them along the way," says copywriter extraordinaire, Adam Chasnow of Goodby Silverstein & Partners in San Francisco, whose work for Hollywood Video and Saturn, among others, has earned four coveted Mercury awards, including the $100,000 grand prize. Chasnow believes there’s "a wall of terrible radio advertising out there that’s annoying to listeners," and small business owners often end up spending thousands of dollars on ineffective campaigns. So to make sure you get the best results from your radio efforts, follow these three guidelines for commercials that make listeners sit up and take notice. 1. Grab Attention Right from the start, a great spot should grab and hold the listener’s attention. Comedy is a common technique. According to Chasnow, " It’s easy to get people to stay tuned if you’re going to make them laugh." Though not all subject matter can be treated with knee-slapping comedy, your spot can find some degree of humor, be uplifting, or at least include a very positive spin on your subject. With clever writing, the product itself can be the antidote to a comedic situation, for example. Many successful spots use sound, such as an usual voice or compelling music, to get attention. Don’t make the mistake of using music that blends in too thoroughly with the station’s programming. You want your spots to stand out, though not be jarring. The key is to understand your target audience and fit your musical choices to their preferences. 2. Keep Them Listening The best radio spots make you want to listen all the way through. For that, an audience must be able to relate to the situation or story. In other words, it has to ring true. "Somehow, somewhere there has to be a truth that relates the listener to the product or brand," says Chasnow. If you really want listeners to hang in with your radio commercial, focus on a single message, and resist the temptation to include a laundry list of features. Listeners will also pay more attention to your spot if it’s part of a campaign. They’ll associate each new ad with the previous ones and listen for the latest twist, helping to extend your brand message more successfully than if you were to run unrelated spots. The quality of your on-air talent is critical too, although you don’t have to use a large cast to get what you need. In fact, the 2003 Mercury grand-prize-winning commercial, created by DeVito/Verdi New York for the National Thoroughbred Racing Association, used just one voice for the body of the spot. It’s entitled "Dinner Date," and the adept actor portrays a racetrack announcer who "calls" the low points of a bad date – from no reservations to a peck on the cheek – as if it were a horserace. (Hear the spot at http://radiomercuryawards.com.) 3. Reward the Audience Radio is not necessarily a direct response medium, although some advertisers use it that way. While most listeners probably won’t recall a telephone number at the end of a spot or a complicated call to action, what they will remember is how what’s being advertised is going to make their lives better. Just as the punchline at the end of a joke rewards the listener, your spot should close with a solid pay off – the resolution of a humorous situation or some final bit of information that helps listeners take advantage of what you offer. Get In-depth Coaching on this Topic>> Kim T. Gordon's columns and articles are read by nearly 3 million small and home-based business owners each month. She is the author of two books, including Bringing Home the Business: The 30 Truths Every Home Business Owner Must Know. Copyrighted material. May not be reproduced in whole or part without expressed permission from the author. |
|
This site is designed and produced by National Marketing Federation, Inc. (c) 2007 All Worldwide Rights Reserved
|