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Take Your Radio Ads to the Next Level


Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway.

Radio commercials should sell the benefits (not features)of your business/product and should be on the same page with print, TV and billboard. A major problem in business advertising today is the lack of coordination of a campaign where all media are targeting the same message. The newspaper ad says one thing and the radio commercial doesn't seem to fit anywhere. Wasted money. Hit 'em with the same message across the board and you increase your reach.

Radio commercials at smaller radio stations are typically created by the radio salespeople or the announcers. In most cases, neither are trained at selling benefits. It's your money and you shouldn't spend it on amateurish and/or totally ineffective commercials.

The biggest mistake many business people make is letting the station staff come up with the commercial copy and finished product. When they play it for you, you can tell they really love it. They wrote it, maybe they voiced it. It's me, me, me. They love all the fun they had making it. They don't know squat about selling benefits.

Effective radio commercials Remember Tom Bodett for Motel six? A great campaign, it was Tom delivering the benefit for staying at the motel with a little music in the background. Award winning. And Motel Six business shot off the charts. Benefits sell. Yet few local radio people would be comfortable with a straight voice Tom Bodett style ad. They want you to feel like you are really getting something for your money. so they produce a grand scale dud.

Here are BIG Mike's tips for better commercials

Don't Do It Yourself You may be able to write it, after a little practice, but don't get fooled into thinking you can do it better than a professional announcer. The radio people will want you to voice it because some of your fiends will tell you they heard you on the radio and you will be convinced radio works. Phooey. That's an old way to sell ads. The high powered ad agency worked with David Orreck for several days to get those vacuum cleaner commercials to sound like one-takes.

Avoid two-voice "slice-of-life" ads Many are made by dragging the receptionist into the studio to play the wife or mother and the result is something that sounds like the junior high school drama class made it.

Steer clear of characterizations The last of the great character actors on radio was Mel Blanc and he died 20 years ago. An 18 year old kid trying to sound like a crusty ol' sea captain doesn't get it.

Don't try humor - it ain't funny Remember the main reason to advertise, WIIFM, What's In It for Me, that's what they want to know. Sell benefits. Take a poll, no one cares about a cutesy commercial, they care about what's in it for them. Yet, every radio station in the country has at least one would-be Bob Hope who thinks he can out-funny the pros. It doesn't work. Consider how you feel when you hear one on the radio. It sure doesn't explain why you should visit the store, unless it is to punch out the owner for being so stupid. Ditch the lame humor for real substance

90 Seconds into 30 Won't Go. The power of the pause is important in radio commercials. Too many radio people take you literally when you tell them what you want in your commercial and try to get it all in one ad. Instead, ask them to create several that will rotate on the air. Take your time to explain the benefits.

Don't buy anything longer than 30 seconds Some station price 60s double what they charge for 30 seconds, other plus up the 30 rate by 20 or 25 percent. Either way, you don't need a 60. Make two 30s and get more exposure and save more money. Heck, if you can say the entire Lord's Prayer in 20 seconds, you can sure sell your benefits in 30.

Ask for an out-of-market voice These days with email audio attachments, many radio stations share voices around the country. You can get a voice thousands of miles away that will do ads only for you. In turn the station announcer who would have done your ads, does one for that station, an even trade. The exchange takes only seconds, no one does any more work and the cost to the advertiser is zero.

Be sure your radio ads sell the same benefits at the same time as your newspaper, shopper and other print and billboard ads. Plan your advertising well in advance, just like the other parts of your business.

For more about advertising, get my article "Cable Ads 5 Bucks!" Send a blank eMail to MailTo:[email protected]

©2005 BIG Mike McDaniel All Rights Reserved [email protected] BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. December / 11 / 2023

Ranked: The Top TV Advertising Spenders in 2023 - Visual Capitalist
Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move - MLB Trade Rumors
Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move  MLB Trade Rumors

Tesla defends ‘Autopilot’ and ‘FSD’ names in false advertising case - TESLARATI
Tesla defends ‘Autopilot’ and ‘FSD’ names in false advertising case  TESLARATI

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Disney: Elon Musk calls for boss to be fired over ad spat - BBC.com
Disney: Elon Musk calls for boss to be fired over ad spat  BBC.com

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Yahoo News
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Yahoo News

As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart - Bloomberg
As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart  Bloomberg

IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023 - MediaPost Communications
IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023  MediaPost Communications

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

The Key to Successful Advertising - Practical Ecommerce
The Key to Successful Advertising  Practical Ecommerce

Local author offers unique book cover advertising - Foothills Sun Gazette
Local author offers unique book cover advertising  Foothills Sun Gazette

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | News - Campaign Asia
Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | News  Campaign Asia

Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Sustainable businesses explain 'greenwashing' and how to avoid it while shopping - WZZM13.com
Sustainable businesses explain 'greenwashing' and how to avoid it while shopping  WZZM13.com

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

Opinion: A thriving education system needs no advertising budget - Kennebec Journal and Morning Sentinel
Opinion: A thriving education system needs no advertising budget  Kennebec Journal and Morning Sentinel

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

FDA’s Final Rule on Direct-to-Consumer Advertising – Presentation of Risk Information - Foley & Lardner LLP
FDA’s Final Rule on Direct-to-Consumer Advertising – Presentation of Risk Information  Foley & Lardner LLP

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

Kevani expands LA digital signage advertising fleet with South Bay Pairing - Digital Signage Today
Kevani expands LA digital signage advertising fleet with South Bay Pairing  Digital Signage Today

Serena Williams and Alexis Cohanian Storm Miami In Foundation Series Cybertruck: See - Tesla Doesn't Need to Advertise! - Torque News
Serena Williams and Alexis Cohanian Storm Miami In Foundation Series Cybertruck: See - Tesla Doesn't Need to Advertise!  Torque News

Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated - Digiday
Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated  Digiday

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

Aleph and Audiomack Forge Strategic Partnership to Transform Digital Advertising in Nigeria and Ghana - Innovation Village
Aleph and Audiomack Forge Strategic Partnership to Transform Digital Advertising in Nigeria and Ghana  Innovation Village

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA - International Association of Privacy Professionals
EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA  International Association of Privacy Professionals

Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue - Digiday
Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue  Digiday

IAB on the Hill: Advocating for Digital Advertising to Policymakers - IAB
IAB on the Hill: Advocating for Digital Advertising to Policymakers  IAB

Draftkings facing class action lawsuit over sign-on bonus advertising - NBC10 Boston
Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Digital Out-of-Home vs. Traditional Advertising — Which is Best for You? - Entrepreneur
Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Elon Musk restores X account of conspiracy theorist Alex Jones - Euronews
Elon Musk restores X account of conspiracy theorist Alex Jones  Euronews

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

Google lets advertisers opt out of Search Partner Network amid Adalytics claims - MarTech
Google lets advertisers opt out of Search Partner Network amid Adalytics claims  MarTech

Waymark in Detroit Working to Automate TV Advertising Process - DBusiness
Waymark in Detroit Working to Automate TV Advertising Process  DBusiness

Our Political Advertising Policy for 2024 Primary and General Election - canadianrecord.com
Our Political Advertising Policy for 2024 Primary and General Election  canadianrecord.com

Nextdoor Launches Self-Service Portal for Advertisers - PYMNTS.com
Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Elon Musk's attitude problem is the biggest issue for advertisers - Business Insider
Elon Musk's attitude problem is the biggest issue for advertisers  Business Insider

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer - CNBC
'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer  CNBC

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

PC opposition leader critical of Liberals for advertising successes during cost-of-living crisis - CBC.ca
PC opposition leader critical of Liberals for advertising successes during cost-of-living crisis  CBC.ca

Advertising & Marketing Tips Archives - Home Textiles Today
Advertising & Marketing Tips Archives  Home Textiles Today

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain - PR Newswire
Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  PR Newswire

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India - IndiaTimes
Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India  IndiaTimes

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

Morning Brew hires Sara Badler as chief commercial officer, advertising - Axios
Morning Brew hires Sara Badler as chief commercial officer, advertising  Axios

Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report - The Messenger
Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests - The Drum
Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests  The Drum

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

How Much do Small Businesses Spend on Advertising? - Small Business Trends
How Much do Small Businesses Spend on Advertising?  Small Business Trends

Elon Musk slams Bob Iger over Disney advertising next to child exploitation material - TweakTown
Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

Advertising foods high in fat, sugar or salt (HFSS) - Lewis Silkin
Advertising foods high in fat, sugar or salt (HFSS)  Lewis Silkin

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Tata Play to introduce targeted advertisements on linear TV | Mint - Mint
Tata Play to introduce targeted advertisements on linear TV | Mint  Mint

Carol Williams, advertising powerhouse - KTVU FOX 2 San Francisco
Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

Major advertisers flee X, deepening crisis at Elon Musk’s social media site - CNN
Major advertisers flee X, deepening crisis at Elon Musk’s social media site  CNN

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

New Hampshire newspaper publisher found guilty of political advertisement omissions - NewsCenterMaine.com WCSH-WLBZ
New Hampshire newspaper publisher found guilty of political advertisement omissions  NewsCenterMaine.com WCSH-WLBZ

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Celebs starting ad agencies, directing ads: 2023 year in review - Ad Age
Celebs starting ad agencies, directing ads: 2023 year in review  Ad Age

Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023 - MediaPost Communications
Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023  MediaPost Communications

Digital advertising is still far too murky - The Manila Times
Digital advertising is still far too murky  The Manila Times

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

What do hotel guests really want in 2024? You might be surprised. - USA TODAY
What do hotel guests really want in 2024? You might be surprised.  USA TODAY

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

HomeAdvisor false advertising FTC refunds - Top Class Actions
HomeAdvisor false advertising FTC refunds  Top Class Actions

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing - The Intercept
Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

The Renter's Guide to Upgrades | Special-advertising | postandcourier.com - The Post and Courier
The Renter's Guide to Upgrades | Special-advertising | postandcourier.com  The Post and Courier

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

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