How To Make a Great Radio Commercial
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- čas přidán 19. 08. 2015
- Here at MJM, in the last 30 years or so, we’ve created a lot of radio commercials! I like to think most of them were effective, and I know a few that weren’t. From all this experience in creating and producing radio ads, I’ve come up with a list of 20 “frequently asked questions”, usually they’ve been asked by our clients. Let me walk you through it and I’ll elaborate a bit on each point…
1. Why Radio? It’s the only medium that goes to the right brain only.
2. Why Right Brain? People make all buying decisions there.
3. Which branding is better? Emotional (audio) is better than Logical (visual).
4. Why engage the imagination? To engage the right brain where people buy.
5. Why is radio better than print? Print is all left brain.
6. Why is radio more cost-effective than TV? Better emotional right brain processing for less money. To learn more on this topic of right-brain imagination engagement, check out my blog on how radio impacts buying decisions.
mjmmedia.com/radio/radiodecisi...
7. Why use customer testimonials? It’s proof you’re good.
8. What kind of voices do people trust? Friendly, non-professional, natural.
I’ve done several earlier blogs on this topic… just click on the links…
mjmmedia.com/marketing/
mjmmedia.com/what-you-need-to-...
9. What phrase do people remember most? The last spoken phrase.
10. Why should there only be one call-to-action? Two is confusing - pick one.
11. Which product benefits should I mention? Only the most important one.
12. Why is memory so important in radio advertising? People are probably NOT in the “moment of need” when they hear the spot
13. Why is singing better than speaking? Singing is 5 times more memorable.
14. What should be sung? Only what you want remembered.
15. Why should my radio commercial not sound like a radio commercial? So it stands out and ‘surprises the mind’.
16. Why should I try to use great music? It creates emotional buy-in.
17. Why is it important to link radio to my website? Listeners want to find out more about your company before they’ll buy.
18. What are the best ways to link radio to my website? Use consistent creative (voice, music, creative approach, etc)
19. Why does radio engage better than print and TV? Radio is totally right brain, print is totally left, and TV is both
20. What examples are there of success exclusive to radio? Pizza Pizza, Sleeman, Firkin Pubs, Playdium
There you have it… lots of good questions, lots of great answers. If you’d like to use our radio FAQ sheet as a handout for your clients, you can download it here. And if you have any more questions, or different answers, please write a quick comment below or send me an email.
Superb matter of fact advice and guidance from one of the best mentors and creative guys in the industry. Thank you for taking the time and commitment to impart your great wisdom. I have Voiced more than 50,000 Radio and TV commercials in my career. This is the best recommendation I have ever heard regarding the power and good sense of Radio advertising and listening. Radio is also non-invasive- it's like a member of the family- while TV can be like some unwanted contagion that pervades the serenity of your home. I'm not anti-TV it can be amazing for a couple of hours. But TV requires your undivided attention and constantly steals your valuable time. Most TV drama imparts visual clues throughout a program. If you miss one clue, then you lose the plot of the story and the your whole viewing experience is thrown out of kilter. Whereas Radio can be present 24/7. Radio is there through breakfast, lunch, and supper- long into the night and ready to accompany you anywhere you go with a mobile phone, your car etc. Radio is one of the greatest gifts to man and womankind. Essential listening for the masses, but so individual and personal. Totally one to one.
Thank you so much, wish I had you here in AUS, need a good radio campaign and now with your help I know why I don't like ads written so far.
thank you very much, this was very informative and straight to the point
This was fabulous! I'll be sharing this with my Writing for Advertising students in Pace University's Media, Communications, & Visual Arts program!
amazing, I am currently making an ad for my economics class (-:
Helpful in every single way. Thank you😊
That's a powerful video, many thanks.
Thanks a lot... It is really informative and useful...
This is great Sir!
Great info! Thanks!
Well done. Well said.
very informative. thx!
Thank you for information
thank you so much .. :) where can i find best music?
Thank u sir
Hi, first let me start by saying that this is a great information tutorial. My question to you is which religious radio show is best to advertise one of a kind Guardian Angel T-shirt ? Thanks Dana
What is the name of companies who only use radio ads?
Thank you, I have sent a contact message to you. Remember Port Bolster ON..
How long of a commercial will be most popular and effective , 30 sec, 60 sec???
who's here cuz of school for some reason