Best Tips For Radio Commercials

Best Tips For Radio Commercials

How do you find radio advertisements memorable and “clingy”?  By successfully attracting the audience’s emotions and resonating with their experiences, interests or values.  On top of that, he only has sound to work with (and viewers can’t even play ads), so important information should be concise and clear.

    Keep the following four tips in mind when preparing your radio commercials:–

    1. Set the right tone

    Consider the tone of your ad in the script to establish the underlying mood and feel that you want to create using sound effects, music and voice talent.  Tone should be selected based on what appeals to your target audience, keeping in mind your intended goals.  What feelings do listeners want to feel?  In what mood do you want to engage with your brand?  Do you have a limited time promotion that requires urgency?

        2. Mix energy and rhythm

    The energy of your radio spot captures the attention of your listeners, and the rhythm is what drives them through advertising.  It can be boring unless you are intentionally using someone like Ben Stein to set a steady, steady pace in a certain environment, a dull, monotonous voice! 

    3. Be Creative!

    As a general rule, if it looks like someone might have written it, then it’s time to start again.  Avoid clichés, sales language and pointless hyperbole.  The standard is forgettable and will not help listeners remember your brand.  Keep in mind that you can appeal to the senses more than just words in your script.  Pausing and sitting in the right place for the right time can add emphasis and anticipation to your announcement, and the sound effects allow you to follow the “don’t show” script.  Only the sounds have the potential for a complete story.

    4. Minimize it

    Another general rule of thumb for effective radio advertising is “keep it simple,” and many times, this means keeping your script short.  Entering too much information, including multiple calls to action, dialogues, sound effects, and music, may overload the listener rather than relying on your brand or guiding you to follow a certain course of action.

        More suggestions for great script

    Ask the right questions.

    Before you or your creative team start writing, start your script with the right approach by asking yourself some questions.  What do you want to receive advertising?  What do you expect from your listener after hearing the announcement?  How does this fit with your business goals?  You will find some more questions in the points below.

    Read the script aloud.

    Reading your script aloud helps you identify things you may not have read on the page, so read it more than once.  Do you stumble upon a word or phrase?  Read it to others, or others read it to you.  Does it look natural?  Is it conversational when it should be formal?  Does it sound compelling, and is it motivational?

    Your time

    This is another point when it is helpful to read others or you have read them.  Does the script fit within the allotted time, or do you have to hurry to get everything?  Do you save too much time or end up with too much empty sound?  This will help test your rhythm and energy.

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    Use Experts.

    In most cases, you should be able to use your radio partner for expert advice and assistance in writing and recording your radio ad.