Radio advertising is known as the “theater of the mind.” This is because the images created by radio are ones that come from inside your mind. With only 60 seconds to convey a message compelling your otherwise distracted audience to act, you can see why radio commercial production is such an exciting challenge.
There are three main parts of creating a radio ad you must always consider. These include:
- Casting is vital. Without the right voice talent, you’ll waste a lot of time and money. For this, you’ll need to really understand the ad’s tone. Not only do you want the voice to grab attention, but it must also be believable and resonate with your audience.
- Directing the voice talent towards creating an effective ad occurs in several steps. It’s important that your pre-session consists of just one person talking to the voice talent so they’re not overwhelmed. You must also be ready to produce any sounds you’re envisioning. Make sure you can articulate this to your voice talent. In this regard, you’re acting as a coach.
- Producing crisp, clear sound is important. Loud music either distracts your audience or drowns out your voice talent. In either case, you don’t want this to occur. So, if it isn’t necessary, don’t include music in your ad. Once you have your ad created, make sure you save it as a .wav file so quality isn’t lost when you’re working on different drafts, which happens with MP3 files.
Knowing how vital radio commercials still are for your business, isn’t it time you start creating them? When you’re ready, go ahead and contact us. We’re here to help!