How to Advertise on Radio
When a radio ad lacks appeal…don’t shoot the creatives! One of the core reasons why an ad does poorly is that the original brief was already wrong for radio.
Keep it simple – radio works best when used to deliver one powerful message. If there’s more than one thing to say, consider more than one ad.
Use concrete concepts – avoid briefs on abstract concepts, e.g. ultimate natural freshness. Remember – someone has to actually speak your script, and listeners will gravitate to concepts they can understand without too much processing.
Engage your listener – “Just telling people” on radio is viable only when you have real news. Take advantage of the medium’s ability to connect with people through feelings and humour.
Ask questions and answer them – that is, “what’s really in it for my listeners?” and “why should they listen to what I have to say?”
Roleplay and remember – consider your own ideal radio listening places and times. Think about how you feel as a listener.
Respect the listener – How long will it be before your ad wears out? How many insertions do you then really need?
Be flexible about time – use the right duration to get your message across, even if it’s more than 30 seconds.