8 Ways to Destroy Your Radio Brand
I was asked the other day if I thought radio ads work. This company had been running ads on various traditional and online channels and asking clients ‘How did you hear about us’ when they came into the store. Their concern was that not as many people mentioned radio when asked.
3 – Copywriting – You have to include words and phrases that gets the attention of the listener. Speak to them using ‘you’ throughout and enable them to be ‘in’ the spot. Be sure to paint a picture with your words and properly set a scene that the listener can visualize. Unlike television, you don’t have to actually create the setting you describe, you just have to talk about it. So, feel free to climb to the top of Mount Everest and put an elephant on top of a red VW bug, your listener will see it clearly through your description.
4 – Features v. Benefits – The dreaded list of benefits that really only appeals to the manufacturer. Instead of focusing on how your product is made, you need to focus on how your product will make your consumer feel. Their benefit is far more important than your features.
5 – Voice Over Talent – You will be tempted to hire the local DJ that everyone loves to be the voice for your spot. Of course everyone loves him, that is who they listen to all day. He is also the voice for two dozen other companies as well as the weather and the calendar. How can you stand out if you hire a voice that will make you blend in. You have to be different. You have to sound different.
6 – Awkward Conversation – Like nails on a chalkboard, hearing two people engage in a really fake awkward conversation is the death of local radio. People don’t actually sit down together at work and discuss your menu while naming the ingredients of each dish. Why would your spot sound like that?
7 – Music Bed – More often than not, music beds cause a radio spot to blend in and sound like another song on the radio. Be sure that the tempo, tone and volume of the background of your spot helps it stand out, not blend in.
8 – Humor – Just don’t do it. Unless you are a trained copywriter and you know how to pull it off, your attempt at writing humor will be weird and awkward. Save yourself the embarrassment. Hire a pro.
Branding is all about using consumer insight to connect emotionally. If your radio campaign can’t acheive that then you need to stop and regroup. Radio can be one of the most powerful tools in your arsenal, if you use it properly. Take a moment and listen to Tom Bodet and Motel 6 – great radio spots really done right. We’ll leave the light on for you.
If you want to check out some of the radio campaigns we have done and download an ebook with more info, click here.