For many of the over 33 million U.S. small businesses, advertising and marketing are a competition with every other company. Why? Everyone is online.
That leaves you struggling for attention not only from direct competitors but also from non-competitors with compelling content. If your business deals primarily with local customers, you have other, less competitive options. Case in point, you can use radio ads.
Of course, creating radio ads can prove challenging for anyone who hasn't done it before. If you're considering radio marketing, keep reading for four tips on creating the best radio ads.
1. Develop the Script
The script is the beating heart of your ad. While you should think creatively, try to avoid drifting too far out of the realm of good taste. If you do drift away from good taste, you may find radio management won't place the ad for you.
When in doubt, you can always fall back on classic advertising techniques, such as:
- Emotional appeal
- Bandwagon advertising
- Questioning the customer
While these techniques may feel overused, they persist because they work.
2. Trim the Script
Unlike online video, where you can often decide on the length of your content, radio ads are precise lengths. The most common lengths are:
- 10 seconds
- 15 seconds
- 30 seconds
- 60 seconds
You must write your script to fit those lengths or at least trim it down to fit one of those lengths. You can test the length of the script by simply reading it out loud.
You can also do the math. On average, you get around 150 spoken words per minute. So, ideally, you get about 75 words in your 30-second ad and about 38 words for a 15-second spot.
Professional voice talent typically reads a little slower for clarity.
3. Hiring Talent
There are several factors to consider when hiring voice talent. You must consider your overall "brand voice."
Are you the upbeat, quirky brand or a more reserved brand? The voice talent you pick should reflect that overall brand voice.
You must also consider your target market. A gravelly grandfather voice probably won't appeal if your customers are a youth demographic.
4. Rinse and Repeat
Your first ad probably won't end up a resounding success. Dialing in what works for your business in your specific market can take a few tries. Don't feel discouraged.
Instead, write and record a new ad. Before long, you should clearly understand what works for your ideal customers and what doesn't.
Radio Ads and You
Radio ads offer you an alternative for reaching local customers that don't require competing with millions of other websites for attention. Radio ads also let you tune that ad for local quirks, such as accents or local events.
Creating a good ad depends a lot on the script. Take your time with it, and remember the time constraints. You get a lot fewer words than you might expect at first blush.
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