Direct Response Radio Advertisement Things to Remember & Design Tips
Remember These Things - A list of things to remember when designing effective direct response radio advertisements, for commercial, satellite or digital broadcast.
- The opening needs to summarize the offer.
- The middle of the commercial sets the problem and offers the solution and gives the call-to-action information.
- You must repeat the call-to-action phone number / URL several times during the commercial.
- The radio commercial close should repeat the offer and the call-to-action contact information.
- Radio commercials must be memorable, so you need to use interesting and attention holding scripts.
- Radio is an emotional medium, so you will be more successful if your advertisement has an emotional appeal.
- If your product needs demonstration, then it’s best to avoid radio.
- Make sure you develop your strategy around solving a problem, filling an urgent need or providing an immediate benefit.
- The products with the highest response rates tend to be tech products, health/beauty/drug products, nutrition supplements, fitness products, investment products and business supplies, retail promotions to drive customers to stores.
- The less complicated your offer, the more likely it is to be effective.
- The word “FREE” is a powerful part of a radio offer, especially for lead generation.
- Part of your campaign’s success will depend on how unique / distinctive your offer is.
- Without pictures to deliver your promotional offer/message, copy is a critical element of your ad. Hire the best direct response copywriter you can find.
Follow These Design Tips
- Hit them with your main selling idea first.
- Focus on generating phone calls.
- Keep it simple, you don’t have a long time to sell.
- Pick the right commercial length for your message.
- Tailor the message for the audience.
- Establish brand identification early and repeat it often.
- Present a clear, easily understandable and memorable call-to-action – e.g., call 1-800-FLY-GOLF.
- Add a time limit to your offer to drive response quickly. The time limit will add urgency.
- Avoid two-step commercials that ask the listener to go to another medium to look for your advertisement.
- If you’re advertising on a music station, consider opening your commercial with music then quickly fade to your ad to keep listener from station hopping.
- Pick stations with formats that are growing, religious programming, business/investment news, country music, and Hispanic programming (applies in USA).
- To generate leads, consider these free offers or adaptations of them:
- Free white paper
- Free information quote
- Free consultation
- Free sample
- Free gift
- Free booklet
- Free demonstration
- Free estimate
- Free trial
- Free information kit
- Free booklet, DVD, etc.
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