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EFF Comments in FCC "Cognitive Radio" Proceeding
EFF this week filed comments (PDF) in the FCC's "Cognitive Radio" proceeding (ET Docket No. 03108) asking the Commission to answer empirically the question of what spectrum is actually in use (as opposed to simply allocated to a licensee), and to...
Free Radio Publicity for Marketing-Minded Financial Planners
Radio is a powerful publicity tool. Most stations offer news and talk programming. Those shows are put together not necessarily by the voice you hear on air, but by people called producers. Getting to know producers, and giving them reasons to...
How To Write A Great Radio Ad!
If you've listened to some radio ads lately you may have picked up on something, right as you punched the button to change the station. And that is that most radio spots, and by that I mean about 97%, are boring or just plain annoying... and boring....
Lead Generation Tactic: Get on the Radio
This article is excerpted from the July 8th, 2003 edition of "The Sales Generator", a free weekly e-newsletter focused on lead generation. Published by INVICTUS Solutions Group (www.INVICTUSsolutions.com
We’ve all heard professionals and...
Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business
In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one. No one knows quite what to do with him. Especially at family gatherings when everyone tries hard to avoid sitting with him. (After all, who...
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Radio Ads That Get Results
Radio advertising can be a small business's best friend. It's relatively inexpensive, very effective, and allows you to target your audience pretty specifically. It's also a level playing field -- your commercials can sound just as good as those of a corporate giant.
But not all radio ads are created equal. Too often, they're wasted on "name recognition" spots that have to be run over and over, only hoping to produce a positive impression in the audience's mind. Eventually they promise you more business, but nothing you can trace.
There is a better way. When done right, radio can be one of the most potent weapons in your marketing arsenal. Here's how:
1. Never let the radio station write your ads. They're usually very nice people, and good at the job of selling radio advertising. But they're generally not trained writers. At best, you'll get a decent ad that sounds like everything else on their station. At worst, you'll get a lousy ad. If you're going to do radio, do it right and hire a professional copywriter.
2. Tell a story. Radio is powerful because it is an intimate medium. It's often listened to when someone is alone, such as when driving to work. It can easily arouse the emotion that leads to sales, and the best way to do that is by telling a
story. Create a humorous conflict that is solved by your product or service and have it acted out. Story-based commercials get consistently better results than traditional announcer-based ones.
3. Stick to one idea. 30 -- or even 60 -- seconds is not a lot of time. Spend all of it on one idea or benefit. Any more than that just confuses your audience.
4. Give a clear call to action. You won't get results if you don't ask for them. Tell your listeners what it is you want them to do, whether it is visit your store, call you or visit your web site. Whatever else you do, don't leave this step out. If you don't ask your audience to do anything, they won't.
These ideas can not only super-charge your radio ads, it's possible they will save you money as well. Because a well-written ad will generate more response without having to be run as much. Try it and see!
About the Author
Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.
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