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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 Tue. March / 21 / 2023

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Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

Joy Robins Named Global Chief Advertising Officer of The New York Times Company - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York Times Company  The New York Times Company

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

Digital Advertising: Global Market Opportunities and Forecast to 2027 - Yahoo Finance
Digital Advertising: Global Market Opportunities and Forecast to 2027  Yahoo Finance

Amazon to lay off 9,000 more employees, mostly in AWS, advertising and Twitch: CEO - Business Today
Amazon to lay off 9,000 more employees, mostly in AWS, advertising and Twitch: CEO  Business Today

Amazon Will Lay Off 9,000 More Employees - Hollywood Reporter
Amazon Will Lay Off 9,000 More Employees  Hollywood Reporter

Amazon to cut 9,000 jobs in its cloud services, advertising and Twitch units - Sky News
Amazon to cut 9,000 jobs in its cloud services, advertising and Twitch units  Sky News

Coca-Cola's Artistic Journey: How AI is Redefining the Future of Advertising - Analytics India Magazine
Coca-Cola's Artistic Journey: How AI is Redefining the Future of Advertising  Analytics India Magazine

Michelle Yeoh’s Oscar Win Triggers Argument Among Malaysian Advertising Firms - The Rakyat Post
Michelle Yeoh’s Oscar Win Triggers Argument Among Malaysian Advertising Firms  The Rakyat Post

Sticker Advertising End of 50th Anniversary Pressed Penny Designs Added to Machines at Magic Kingdom - WDW News Today
Sticker Advertising End of 50th Anniversary Pressed Penny Designs Added to Machines at Magic Kingdom  WDW News Today

Beyond ‘Where’s the beef?’ Older people, especially women, have economic power. - MarketWatch
Beyond ‘Where’s the beef?’ Older people, especially women, have economic power.  MarketWatch

Justin Timberlake Appears in First Louis Vuitton Advertisement - WWD
Justin Timberlake Appears in First Louis Vuitton Advertisement  WWD

Unconventional Advertising: Thinking Outside the Box for Business ... - Traction News
Unconventional Advertising: Thinking Outside the Box for Business ...  Traction News

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

FTC Announces Orders to Address Deceptive Advertising on Social ... - Privacy & Information Security Law Blog
FTC Announces Orders to Address Deceptive Advertising on Social ...  Privacy & Information Security Law Blog

Ottawa still advertising on TikTok despite banning it on government devices due to security concerns - CBC.ca
Ottawa still advertising on TikTok despite banning it on government devices due to security concerns  CBC.ca

How AI chat search could disrupt online advertising - Marketplace
How AI chat search could disrupt online advertising  Marketplace

NJ Lawmakers To Operators: Scale Back On Advertising - Sports Handle
NJ Lawmakers To Operators: Scale Back On Advertising  Sports Handle

National Advertising Division's 2022 Annual Report: An Advertising ... - Lexology
National Advertising Division's 2022 Annual Report: An Advertising ...  Lexology

Cup Noodles maker cleared of false advertising claim - Courthouse News Service
Cup Noodles maker cleared of false advertising claim  Courthouse News Service

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Opinion: Could Sports Betting Advertising Be Shackled?  Legal Sports Report

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

Why Gaming May Change All Aspects of Advertising and Media ... - BeetTV
Why Gaming May Change All Aspects of Advertising and Media ...  BeetTV

StarHub introduces innovative digital TV advertising using Hoppr's rich media solution - Benzinga
StarHub introduces innovative digital TV advertising using Hoppr's rich media solution  Benzinga

Netflix fortifies advertising guarantees with help from DoubleVerify, IAS - Marketing Dive
Netflix fortifies advertising guarantees with help from DoubleVerify, IAS  Marketing Dive

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How Twitter’s New Cannabis Advertising Policy is Reshaping the ...  Retail TouchPoints

Ad Industry Begins Drafting New Standard Terms And Conditions ... - Inside Radio
Ad Industry Begins Drafting New Standard Terms And Conditions ...  Inside Radio

Global Direct Mail Advertising Market analysis by Top Leading ... - Digital Journal
Global Direct Mail Advertising Market analysis by Top Leading ...  Digital Journal

Letter: Free political advertising? | Opinion | hudsonstarobserver.com - Hudson Star Observer
Letter: Free political advertising? | Opinion | hudsonstarobserver.com  Hudson Star Observer

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Optimizing for Attention Time Helps Mitigate Carbon Emissions  Spiceworks News and Insights

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

Uber's next advertising venture is self-serve, out-of-home ads - Insider Intelligence
Uber's next advertising venture is self-serve, out-of-home ads  Insider Intelligence

Pablo plugs Icelandair's stopovers - More About Advertising
Pablo plugs Icelandair's stopovers  More About Advertising

Rule 8.3 - Mirriad Advertising Plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

Republican Shreve expands mayoral campaign advertising to TV ... - Indianapolis Business Journal
Republican Shreve expands mayoral campaign advertising to TV ...  Indianapolis Business Journal

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Kan. community college trustee questions use of TikTok advertising  Hays Post

Channel 4 teams up with Microsoft’s Xandr for programmatic ... - Digital TV Europe
Channel 4 teams up with Microsoft’s Xandr for programmatic ...  Digital TV Europe

Bank of New York Mellon Corp Decreases Stock Holdings in Lamar ... - MarketBeat
Bank of New York Mellon Corp Decreases Stock Holdings in Lamar ...  MarketBeat

MediaRadar: Gambling Advertisers Boosted Ad Spend 40% In 2022 ... - Inside Radio
MediaRadar: Gambling Advertisers Boosted Ad Spend 40% In 2022 ...  Inside Radio

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Study sheds light on concerning new trend in drug advertising ...  Science Daily

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Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

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Popular AI marketing tools for advertising professionals to make ...  Social Samosa

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Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

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Programmatic Advertising Platform Market Research Report 2023 ...  Los Alamos Monitor

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Pitt-Bradford receives eight national educational advertising awards  The Courier-Express

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Influencing the path to care with responsible advertising  Wolters Kluwer

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Relook at the descriptor, 'advertising', Marketing & Advertising News ...  ETBrandEquity

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Advertising firms urged to support country in times of crisis  Graphic Online

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Thinking in Sound: Making Advertising Music to a Hollywood Quality  Little Black Book - LBBonline

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Print Advertising Distribution Market Size, Share, Revenue, Trends And Drivers For 2023-2032  EIN News

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Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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Content Distribution Partnerships: Outshining Traditional Advertising ...  stupidDOPE.com

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Hello Sunshine Launches In-House Social Agency - Helping Brands Connect With Women Through Story-Driven Advertising  Yahoo Finance

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Pennsylvania Sports Betting Operators Ordered to Alter Marketing ...  Casino.Org News

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In-game advertising: A marketer's guide  MarTech

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Airport Advertising Market Growth and Trends in 2023 Latest ...  Digital Journal

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Local TV Sales Use AI To Recruit New Advertisers  TVNewsCheck

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Vivaldi Browser CEO wants to fix web advertising  Android Police

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

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Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

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Social Advertising and Social Media Marketing Market is Expected ...  Digital Journal

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INEO to Participate in Upcoming Retail Loss Prevention and Out-of ...  PR Newswire

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FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

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Marketers need to build effective, full-funnel advertising propositions: Taranjeet Singh  Exchange4Media

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Barstool Sports Cited for Possibly Violating Massachusetts ...  Lexology

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How advertising falls into fight, flight or freeze... and what to do about ...  Shots

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Glacier joins forces with USA-based NextGrad to offer post secondary institutions across North America an expanded and unrivaled full-funnel solution to higher education advertising  Yahoo Finance

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Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

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Man sues Buffalo Wild Wings for false advertising over ‘boneless ...  Chattanooga Times Free Press

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FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

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Trust is essential when advertising to nurses  Wolters Kluwer

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Advertising Non-Discrimination Certification - Harrisonburg  WHSV

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AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

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Roundup of FTC Consumer Protection Matters of Interest to Digital ...  JD Supra

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TAPinto 2023 Primary Election Advertising & Marketing Policies ...  TAPinto.net

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Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

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Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

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Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

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Etsy to Advertise More on TV, Social Media, Podcasts, and ...  EcommerceBytes

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Advertising & Marketing - Managing your risk when advertising to ...  Lexology

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Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

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Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

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Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

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DMS & DIVISION join Forces to Tap into the Growing Potential of ...  Campaign Middle East

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Creative Advertising Veterans Open Los Angeles Agency Major Major  Variety

Unidentified Political Advertising Ahead of Tomorrow's Town ... - NH Department of Justice
Unidentified Political Advertising Ahead of Tomorrow's Town ...  NH Department of Justice

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Rinck Advertising and MaineGeneral Health recognized with ...  Lewiston Sun Journal

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Competition Bureau wants crackdown on 'false or misleading ...  Western Standard

Infectious Advertising appoints Ashish Naik as ECD - ET BrandEquity - ETBrandEquity
Infectious Advertising appoints Ashish Naik as ECD - ET BrandEquity  ETBrandEquity

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Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

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The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

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Senators Introduce Bill to Prevent Tobacco & Vaping Companies ...  halfwheel.com

DOJ Sues Google for Monopolizing Digital Advertising Markets - Mintz
DOJ Sues Google for Monopolizing Digital Advertising Markets  Mintz

Increase Your Digital ROI in 2023 with These Advertising Trends - Entrepreneur
Increase Your Digital ROI in 2023 with These Advertising Trends  Entrepreneur

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Spot 10: 'Let's Start A Coup!' Debuts Among Top National Advertisers.  Inside Radio

Advantage! Magazine advertising opportunities - Barrow Raiders
Advantage! Magazine advertising opportunities  Barrow Raiders

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WMU advertising students win over Michigan dairy industry with ...  WMU News

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4 tips to get the most out of CTV advertising  MarTech

Walmart Profits To Depend More On Advertising And Other Income - Forbes
Walmart Profits To Depend More On Advertising And Other Income  Forbes

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PubMatic Is Ready for an Advertising Slump  The Motley Fool

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