Radio advertising is a highly effective way to get your message out there and in front of a target audience, but many business owners find themselves at a loss as to how to write a radio ad. If you're struggling with figuring out how to take your idea and transform it into the perfect radio creative, the process is not as hard as you might think. Here are some steps to take to tackle this task effectively.
1. Decide Your Goal
Just like a press page, a radio creative spot needs to have an ultimate goal. Do you want to build brand awareness or drive people to your store? Perhaps you're looking to monetize PR efforts and use a commercial to get the news out about your business's newsworthy achievements. Defining your goal at the outset is critical, or your radio creative will not help you attain that goal.
As you define your goal, make sure it's realistic. It may not be realistic to have a goal of doubling your sales in one week, but it may be possible to see a 10 percent increase after launching your ad. A measurable goal will give you a way to determine if your campaign was successful, so you can make adjustments as necessary.
2. Decide Your Budget
Your budget will also dictate much about the type of commercial you run, how long you run them, and how many you create. It will also dictate what station you run a commercial on and what demographic you target. Your budget can help in determining your goal, as awareness campaigns sometimes need to run longer than action campaigns. It may even determine what talent you can hire to help with the creation of your commercial.
3. Decide What You Want to Share
Next, before doing any writing, determine what you want to share with the listeners. Your goal will dictate this. It's easy to pack too much information into a radio commercial, and that can actually detract from its effectiveness by overwhelming the listener. On the other hand, if you don't share enough, the commercial will be boring and ineffective. Share just enough that your listeners gain something valuable from your commercial, and keep the information in line with your goal.
4. Pick Your Tone
After you've outlined your goal and determined what you want to share, you need to decide the tone. The tone depends on the feeling you wish to convey with your ad, and it should line up with the message of your commercial. The tone could be funny, serious, witty, sobering, or something else. Make sure you keep entertainment and attention in mind because you need to grab the listener's attention from the first second of your ad. Your tone will go far in achieving this.
5. Partner with the Right Creative Talent
After you have outlined your goals, tone, and budget, it's time to create the commercial. If you find that the creative side of this process is a little more than you can handle, consider partnering with radio and media professionals who can help. Trusted media experts can take your idea and bring it to life, knowing the right talent to hire and the right stations to partner with to help you reach your goal. If you want the best results, having creative talent on hand through a trusted media expert is essential.
Radio creative is not hard to do with the right planning and help. You need specific goals, a known budget, and an idea of the tone and sound you want. Finally, you'll want the right team of professionals to help you execute your plans properly. If you are looking for a team of professionals who can help you create and launch successful radio ads, reach out to Hubbard before creating your next radio ad.