What Does It Take to Create Good Radio Advertising?

"Creating great radio ads is hard work
and an acquired skill." - Bob McCurdy

Bob McCurdy is the president of Katz Marketing Solutions, the national marketing unit of the Katz Media Group, a division of Clear Channel Communications.

Right on, Bob!

That statement ought to be printed in 60-point boldface type, framed and posted at the desk of every radio advertising salesperson, sales manager, general manager, operations manager, production director, copywriter, producer, and board op at every radio station in America.

Right next to it should be posted a list of cliches* that from henceforth are banned and must never appear in a radio commercial without severe consequences to the perpetrator or perpetratrix.

Creating good radio commercials is painstaking, time-consuming work.

Anyone undertaking the responsibility of writing advertising for a client must understand the fundamentals of advertising. What works, what doesn't, and why. This information is readily available in books, on CD's, videos, online, in the library.

Writing good advertising involves an investment of time for research, to understand the advertiser's customers, as well as his product/service, market, competition.

It involves think-time, before and during the process of writing, editing, tweaking, refining and polishing, spinning words into gold.

It involves choosing an appropriate spokesman. Extensive casting opportunities may be out of reach for many stations, but thought should still be given as to who should deliver the message. Often the advertisers themselves make great spokespeople (I can hear the protests rumbling from the "professional" bench already. Don't bother. I've been writing for and coaching ordinary folks for years, decades really - with consistent, bankable results for the client! It CAN be done. Just takes a little more time, patience, and perseverance, that's all. Want to hear examples? I can provide you with plenty.)

Great production won't compensate for poor copy. If you can't have both, put your money into the copywriting. Great copy always trumps great production.

Invest in improving the quality of your advertising copy for clients and the inevitable improvement in their results will keep them on the air.

It's just that simple.

And because it is, there's no reason it can't be done.

*Cliches that should be forever banned from radio commercials include:

for all your ______ needs
conveniently located at ___________
the friendly folks at ___________
the professionals at ___________
your ________ headquarters
and much, much more
just in time for ________
like never before
the sale you’ve been waiting for
lowest prices of the year/season/ever
it’s that time of year again
we sell the best and service the rest
our service is second to none
our friendly, knowledgeable staff
you heard it right
it’s happening right now
(Season) is right around the corner

Bob McCurdy's article appeared in Media Post's Marketing Daily Commentary.

Clients as Spokesmen #4 - One of the best I've heard

A few years back the owner of a radio station in Missouri for whom I'd done some work asked me to evaluate a commercial he'd put together for a local restaurant using the cook's own voice and words.

Listening to Maxine's reminiscence was like sitting across from her at the kitchen table.

It was authentic, right up until the ANNOUNCER jumps in to provide the what-where-and-when information with all the finesse of a cold shower.

Yes, the name and location of the establishment should be included (most of the time). But I can't help wondering if there isn't a better way to convey this information, one that would preserve the "feel" and integrity of Maxine's story.

Press the Play button below to hear the commercial. How would YOU have ended it differently?

Clients as Spokesmen #3 - A Product Made for Radio

I was talking with a professional photographer in town recently about his proclivity for print advertising. As you would expect, he felt that since his product is visual, it belonged in a visual medium. I suggested that a well-written radio commercial can paint a picture in the prospect's mind that's every bit as "real" as the one he puts into print. Realizing that he's heard examples of this himself, he conceded that he might add radio to his mix.

He also said that in view of the economy (SFX - bells, whistles, explosions), he's going to have to INCREASE HIS MARKETING EFFORT!

OK - that's a bit of a digression from the subject of this post, but it provides a good segue.

Just as my friend the photographer is predisposed to using print, those of us who sell or create radio advertising most often think in terms of sound.

And every once in awhile, an opportunity drops into our laps like manna from heaven - a product made for selling on radio.

Say hello to the Gurgle Pot.

This ad, voiced by the proprietor of a gift shop, has sold a TON of Gurgle Pots. (And not just on radio. She has the ad on her cell phone and loves to play it for people.)
You're not given a clue as to what it looks like...what colors it comes in....how big it is....or anything else. But you do know what it sounds like when you pour from it, ...and that's the whole point. It's a hoot. An ice-breaker. A conversation starter. Something fun to bring out when you have company over, to get the party started.

How many of your advertising prospects offer items that have sounds of their own...sounds that you can incorporate into an effective radio commercial?

Now that it's on your radar, have fun with it!

Clients as Spokesmen #2

Testimonials from customers can be powerfully persuasive in a radio campaign. But they have to be real. Listeners can smell a fake a mile away, and that hurts much more than it helps.

Case in point: for the past few weeks I've been signing up exhibitors for our annual Palouse Empire Home & Garden EXPO, an event I've helped coordinate for the past eleven years. Prospective exhibitors are solicited through a combination of radio (our primary vehicle), newspaper and television ads, and direct mail to previous exhibitors.

Every year toward the end of the show the station's news director has taken time to record brief interviews with exhibitors, inviting their feedback on the show while the experience is still fresh. He then passes these recordings along to me, so that I can use them to create vendor-solicitation spots.

These two spots are running on the air as I type these words.

Think the message would be nearly as compelling without the voices of previous exhibitors? Neither do I.