Advertise with WGAW1340.com » Writing a Radio Ad

One Minute

In about 120 to 140 words along with associated sound effects and appropriate music, you want to convey an effective message to the radio listener.

The right message heard often enough on this radio station can be an effective motivational force in promoting your product or service.

The tips on this page are simply a start in the right direction. At WGAW, we will work with you in creating just the right message to reach your potential customer.

Here are some tips in writing and creating an effective radio ad.

Tailor the message to your audience. Make sure your message has the right tone, language, and personality to reach your particular audience.

Write for the ear (naturally) and for the eye (ads evoke imagination and images)

Show empathy

Include a strong Call-to-Action (in sales terms, ask for the close)

Keep it simple. Trying to crowd in too many ideas dilutes the message and renders it ineffective.

For the purposes of the message, remember that radio is communication between the announcer(s) in the ad and one person at a time in the audience. At any given moment, radio gets very personal and the right message can take full advantage of this environment.

WGAW AM 1340 and 98.1 FM is ready to work with you every step of the way to help make your radio ad campaign effective.

Some Types of Radio Ads

Single announcer read: The entire script is read by one announcer.

Two announcer read: Much of the script is read by one announcer for the purpose of repeating a key detail.

Two voicer: The script is written in the form of a conversation between two individuals with an overt attempt to engage the listener’s interest in the conversation.

Client voiced: The entire ad or most of the ad is voiced by an employee or owner of the business.

Whatever type of ad you choose, make sure your message is tailored to your audience, is written for the ear and for the eye, shows empathy, includes a strong “call to action” and still keeps it simple for maximum effectiveness.

Why are some radio ads captivating and why are others very dull? The answer lies in the content and following many of the suggestions previously discussed. When your radio ad is repeated often enough, it becomes an effective ad. A good ad is a great start. A good ad repeated as often as possible becomes a great ad in the mind of your listener. Repetition is known to be a key factor in the success of any advertising in any medium.

Some radio advertising advice

Know your audience. A message which works well on one station may not work as well on another station because the two station audiences vary considerably in demographic makeup.

Grab their attention from the start. A message which actually interests the listener will grab enough attention to form a solid memory.

Be simple and articulate. It goes without saying that the script must be written in language almost anyone can understand. If the message is too complicated, or if the wording comes across as rambling or confusing, the intent of the message is doomed from the start.

Create a visual. The most effective radio ads appeal to the theater of the mind, the limitless imagination which each of the radio listeners has been given. If your target listener can picture himself or herself riding down the road in that new car, you have your listener on their way to being sold.

Orient your message around benefits. In other words, so what and why should I care. If your message describes why your product or service will enhance the life of your listener in some measurable way, your message will capture interest.

Call your listener to action. After your message has effectively captured the attention of the listener, the last step is to ask your listener to do something with the information. ” Stop by our store today for a free demonstration. Call this phone number. Shop our store this for week for these great specials”. Simply ask your listener to do something and some of them will.

Writing an effective radio ad can include a few basic steps which will help yield the best results from your radio advertising schedule.

Start at the end. We mean it. Start with your “Call to Action.” What are you trying to accomplish with your message. Do you want your listener to “Visit our store for our current specials”, “See us for a test drive today”, “Open a new account today and begin to enjoy credit union benefits”. You are running these ads for a reason and it’s important for you to identify the action you want the listener to take. The call to action is generally at the end of the radio ad, but it is vitally important for you to know the goal before you can successfully build the ad to achieve the goal.

Decide on what offering you will highlight in the message. You probably can’t mention everything that you offer. An example of an impossibility would be a restaurant with a large menu attempting to mention every single item. However, that same restaurant could highlight a particularly appealing menu item, creating a picture in the listener’s mind of experiencing the taste of that delicious entree. Thank about it. What usually makes your ears perk up when you are listening to the radio. Perhaps it’s the announcer talking about a problem you are currently experiencing and with which you can immediately identify. The radio ad pitches the solution and your ears perk up because you are intrigued. Remember, your listener must actually care about what you are promoting and that is part of an effective message. “Are you looking for a great place to unwind with your friends? Need a relaxing, delicious meal to make your week? Stop in to our restaurant where we strive to provide a great experience you will want to come back for, again, and again.”

Identify with your listener emotionally.

Identify with your listener emotionally by showing empathy within your message. Empathy can be highly effective because utilizing it as a tool helps make your listener feel like you have been where they are or that you understand their situation. Your listener is more receptive to thinking that your company is best suited to give advice about a particular topic. For example in a furniture store ad, “We know how frustrating it is to buy furniture. Sometimes the salesperson appears to want to sell you anything. At our store, we want to sell you the right piece of furniture which matches your styles, your needs, and your budget. So we take the time to find out what you want.”

Offer the listener a solution to an identified problem or issue. If you have identified a particular problem or issue and accomplished the goal of making the listener feel emotionally connected to your message, you can now more effectively offer them the solution to the problem. Explain how your product or service will actually help them.

Solidify the environment of trust by mentioning a guarantee if you have one to demonstrate your will stand behind your product or service and /or offer customer or client testimonials to add significant credibility to your message.

Utilize the “call to action” you identified at the start of the process building your radio ad script. Tell the listener what they need to do to take advantage of the benefits you have just highlighted. ” Stop down to Restaurant for our delicious prime rib and a great time”, “Visit our Furniture store for help in choosing just the right couch”, or “Come in to test drive a new or used vehicle at our dealership today”.

For more information about advertising your business or service with WGAW AM 1340 and 98.1FM, please call us today at (978) 632-1340

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