Contrary to a smattering of pop culture reference, including bands like Queen and Buggle, the radio was not killed by video. There are still several thousands of radio stations still functional around the world and this bears testimony to the timelessness of the spoken word. In fact, over 90% of the American population listens to some form radio, including those introduced online like Spotify and Pandora. The reach of radio to a highly segmented number of audiences proves it is the perfect target to drive revenues with radio ads fast becoming an effective advertisement tool. Creating an audio-only ad is a daunting task as it needs to be short enough for your audience to remember it but still needs to contain all the information required to promote the business. Here are a couple of pointers on how to hook your listeners.
The first tip for any good ad is to target their audience. Whether this is done by advertising on a target audience appropriate radio station or wording the ad to suit a specific demographic, selectively advertising for an audience has benefits. Just because you are targeting an audience, don’t let the ad become too wordy. Your time with your audience is precious, so much so especially on air. Having a good, engaging voiceover with music that compliments the voice and overall ‘storyline’ of the ad followed a little jingle is perfect for audio ads.
It is important to remember that without a visual medium for the audience to understand the ad, the entire success of the ad depends on the modulation and emotion the voice conveys. It is also important to never stick to one ad for a product. Change it up to suit the seasons or throw in some radio-exclusive bonuses if the holidays are around the corner. Finish your ad with a strong call to action so that the audience will know how to buy your products and watch sales go through the roof.
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