The Golden Rules of Radio

13 Feb

radio advertising rulesThousands of radio commercials are broadcast across the UK every single day. So how can you make sure your ads stand out from the rest?

There are 7 golden rules to remember to ensure your radio ad is the best on the station. Here are the first 3:

1:   Make the listener a great offer

Radio is a powerful direct response medium. It works best when you make the listener an offer and works even better when you make that offer available for a limited time. Do this and you’re already 60% of the way to having the best commercial in the break.

2:   Don’t sound like everybody else

Using the same ideas as everyone else with uninspiring words means that you are in danger of being forgotten the minute the ad break is up. There’s no short cut to sounding different. It takes time and investment in creativity.

3:  Don’t just leave them thinking – leave them FEELING something

There are practical benefits to a product or service but there are also emotional ones – a great radio ad should contain both. Radio is one to one and if you can use emotion to create a positive feeling about your brand, your ad will stand head and shoulders above the rest.

These are just 3 of the golden rules the talented creative team at Radio Experts use every day to ensure the ads we create are the best on the station.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. @timcradioexpert


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