After the newspaper, media began with radio. Radio shows used to be the number one form of entertainment. Families used to tune in weekly to consume media this way.
Believe it or not, radio is still the number one form of advertisement. Tuning in to the radio in the car, at home, at work, it doesn’t go out of style. This is the reason that those radio commercials tend to sit in audience heads for days.
What is a radio commercial? Other than a 60-second break in your music. How is a great one made?
These are concerns good business entrepreneurs have. Lucky here is help with that. Here is all you need to know to make an effective radio commercial.
What Is a Radio Commercial
A radio commercial is an advertisement for one service or business. They are about 30 seconds to 60 seconds in length. They also must capture the listener without visual aids.
The very first radio commercial played on the air on August 22nd, 1922. This was a 15-minute ad for a real estate company. Advertising like this was a jump for listeners.
Afraid to offend the masses, radio wasn’t quick to pick up advertisements. It actually took a little bit for radio commercials to catch on. Once they did, it became a means of advertising.
Even today, radio commercials ads are a great form of advertising. Many companies bring in much of their clientele this way. There is quite a bit that does go into creating that perfect commercial.
The following are several of the areas that go into making a radio commercial great. These are the guidelines to make your commercial a memorable one.
Production Value Matters
The thought may be that this isn’t going on camera. Why does it actually matter what the production value is?
Radio commercials aren’t as simple as hitting record and playing the commercial. You need to be able to have a great advertisement in order to bring in consumers. Production value is one of the ways to do this.
Music and sound effects are two of the things that make the radio commercial. For a commercial to really pop. It also cannot sound like every other commercial on the radio.
By having a budget, the commercial will be unique. Be able to afford the right talent for your production. Add music and sound clips that will enhance your audio.
Not only the sounds and talent, but editing is also important. The production is professional. It doesn’t go from the recording stage straight to the radio.
Production value can be heard in a radio commercial. It’s the difference between sounding like an amateur production and a real advertisement.
Believe it or not, radio commercial scripts can make or break the production. This dictates what the audience is going to hear and get out of the ad. When there is only have 60 seconds to get the point across, it needs to make every second count.
The radio commercial needs to have a hook that counts. Within the first few seconds, the listener needs to have something to remember. Be sure that the script begins with something that will capture the listener.
If it can grab them at the hook it will occupy their attention. This will mean that they follow along with the rest of the ad. The hook is the most important part of the commercial.
Don’t forget to leave them with a closing statement that they will hold onto. Give the listener something to think about. This will assure that they want to revisit the ad or find out more about the provided information.
The call to action at the end of the advertisement is just as important as the hook. Be sure that it is clear and concise.
The entire radio commercial needs to be calculated. A great script is where the production begins.
Simplicity Does Wonders
Believe it or not, the simpler the advertisement is, the more it will be remembered. Don’t overcomplicate the commercial. That will make it so that the listeners don’t remember anything from the ad.
The ad needs to be a direct message. The listener doesn’t want to have to decipher the message. When there is too much going on it doesn’t stick very well.
Remember that the audience only has a couple of seconds to grasp what is being said. Oversaturating the commercial with sounds can lead them away from the point. Be as straightforward and persuasive as possible.
Make sure that everything that needs to be said is heard loud and clear. The commercial doesn’t need an overwhelming amount of sound. It does need to be able to support the business and resonate with the listener.
The whole goal of your advertisement is to bring in the consumer. Capture them with something simple they’ll be able to remember.
Let It Stand Out
Not to contradict simplicity, but the commercial needs to be able to stick in the minds of the listener. It should get them to think about it even after the 60 seconds have passed. It needs to be stuck in their heads.
A commercial shouldn’t sound like every other thing on the radio. It needs to have something distinctive that sets it apart. Aim to be able to captivate the audience and allow them to remember what has been said.
Find something to include that reflects the brand. Hook into an area that the listener will cling to. This could be done in multiple ways. By catering to this, the audience will follow.
Maybe it’s a jingle. It could even just be a phrase that they can’t seem to stop thinking about. What sets the commercial apart from all of the others is beneficial.
Aim for relatable content in the advertisement. Reach the audience by finding a level that strikes a chord with them. This is the best way to make them remember what is being advertised.
By doing this it calls the audience to your business. They remember why they wanted to find out more about it to begin with.
Knowledge of Your Audience
Know who the advertisement is targeting. The commercial needs to cater to the listener. It shouldn’t fall flat and not make a difference to the directed audience.
Consider who is going to be listening to the radio. Don’t try to pull in an audience that isn’t there. That wouldn’t be helpful to the cause. Nor would it bring any new clientele.
Do the research prior to recording the commercial. Find out what has worked for other businesses and what to avoid. Don’t go into the recording studio without a formulated plan in mind.
The script should reflect who is being reached out to. When writing the script, form a plan that’s going to appeal to them while keeping in mind the rules of the radio.
Knowing what is going to target the audience is important. Meet them on their level and entice them to find out more about the business. Be sure that the ad is something that resonates.
Catering to the audience will give them the chance to want to listen. They will find themselves intrigued by what is being said. This is the best way to make them want to find out more.
Listen to Feedback
Getting outside opinions will help to know if it’s going to be the right fit. Don’t be afraid to play the commercial for others before okaying the final product. This gives an indication of if it’s presented correctly.
Ask the test audience what works for them. Find out what they think there should be anything included or cut. By doing this, there is a second opinion.
An unbiased party is the best way to go. They are the consumers who will be getting the most from the commercial. Work with the feedback that is received from them.
Be sure to ask deliberate questions. Find out if they believe anything in the commercial should be rewritten or changed. Follow this feedback in a way that is genuine to the ad and the company.
A Radio Commercial Is a Great Business Tool
It allows for a wide range of audiences to engage. Keeping in mind these helpful tips will make the ad more efficient. A clean and concise script will do wonders sticking in the minds of the audience.
The radio commercial will provide the audience with intrigue. The proper voice actors, a great script, and professional sound are beneficial. The products will sell themselves when the correct attention is paid.
Looking to record that radio commercial? There is help in making it the type that an audience will listen to. Contact us regarding the production of your radio advertisement.