Facebook, Twitter, MySpace, Linked-In, there are far too many to count… and for that matter, too many to remember. It’s very easy for a business owner to feel overwhelmed when it comes to marketing your products and services. It’s no longer just as simple at putting an ad in the paper, buying a radio commercial, or having a TV commercial created. While your customers still use radio and TV quite heavily you need to be in more than one place to make a true impact on your customers lives, and to make them take action. Bottom line: The consumer needs that little extra reminder that you exist. The good news is… the cost of having a presence on social media outlets is free. It just takes some time and effort for it to pay off big time, if done correctly.
When you use social networking sites like Facebook and Twitter effectively, you can reach thousands of potential clients with a meaningful message on a daily basis. But how do you get these potential clients to become your “Friend” or “Follow you” if you’re starting from scratch? That’s where traditional media comes in. Recently a major restaurant chain wanted to dramatic increase its “followers” or “fans” on Facebook. To do this, they launched a campaign on TV and Radio asking people to sign up and be their “Fan” on facebook, the message clearly stated that if “a set amount of people became a “fan” by a select date, every one of them would get a coupon for a free burger”. The result… thousands of people became a “fan” and many of them told their friends to become “Fans” as well, and so on and so on. In the end, every single one of them were given a free burger.
So now this restaurant chain has loads of “Followers/Fans”… Now what? If the restaurant uses their social networking wisely, they can make meaningful offers, share viral videos, bits of humor, all in an effort to be “top of mind” with their target customer. It’s not just a matter of posting the daily specials, their “posts” than fall onto their fans “feeds” cannot be spamy in any way, shape, or form.
Do they abandon all other forms of media now? Certainly not. This is a mistake many make, simply dismissing radio or TV as “old”. Remember how they got these followers? The “old” media drove them there, obviously they still work, and work quite well. The restaurant simply now have another way of being in front of their target clientele.
What we are witnessing is the evolution of a new venue for marketing. Just as the evolution from billboards lead to print lead to radio led to TV led to internet, and now to social marketing. None of the mediums died, they simply created more places to reach your customers. The businesses that are reaching their target clientele, still use all of these mediums in some way shape or form. All of them are effective at delivering different messages. Some in making direct offers, some in branding top of mind name recognition, some in garnering excitement and evoking emotion and action. They all work hand in hand. If you would like advice or help with integrating social networking into your current marketing plan feel free to email or call me at any time, I’d be happy to share some thoughts and advice.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
Monday, September 28, 2009
Saturday, September 19, 2009
I Heard it On The Radio
It happens to all of us, a friend shares a compelling story or tidbit that left you wanting to know more… When you ask them where they heard it, the answer comes back “I heard it on the radio”. This happens quite often, many times they were referring to a radio commercial for a product or service, without even knowing they were repeating the message of a radio commercial. Not some witty banter from a “DJ” about the latest performer to enter rehab.
So why did your friend pick up on a message a radio advertiser put on the air? Because the business talked about how long they were in business for? About how all their products are “quality”? Or because they had their kid reading the commercial? No. No. No. It was because one statement in the message was compelling, and spoke directly to your friends needs and wants. With that one moment of direct connection, a relationship was formed between a potential customer and a business.
The fact that your friend shared with you this tidbit of knowledge they learned “on the radio” made message “viral”. It wasn’t just some passing information that was shared secret between a store clerk and a consumer. It was a message so compelling, that your friend was moved to share their new found knowledge with you. You may be thinking to yourself… what kind of message was this? The answer: It was a message that pertained directly to that specific persons needs and wants. It may have meant absolutely nothing to one of your other friends, but to that individual – it was pure gold.
How could a message mean so much to one person and not the other? Simple: It was direct, it was targeted, and addressed a specific need unique to that person. All too often I hear radio commercials that try to be “Everything to Everyone”. When a radio commercial sets this goal, they lose. Why? Because the reality is: A business can’t be “Everything to Everyone”. A business has a select demographic of clientele that they need to attract.
It amazes me how many business owners are completely oblivious to this fact, or refuse to accept it out of sheer pride. While in an ideal world it would be great to appeal to every person and their pet cat muffles, it’s just not reality. When we try to speak to everyone, we miss the opportunity to address the specific needs and desires of that person who is searching for exactly what we can do for them. When you can identify that persons needs and speak to them with a truly compelling offer, and deliver on that offer: You not only gain a new customer – you gain a loyal follower who wants to share this newfound knowledge with their circle of like minded friends.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
So why did your friend pick up on a message a radio advertiser put on the air? Because the business talked about how long they were in business for? About how all their products are “quality”? Or because they had their kid reading the commercial? No. No. No. It was because one statement in the message was compelling, and spoke directly to your friends needs and wants. With that one moment of direct connection, a relationship was formed between a potential customer and a business.
The fact that your friend shared with you this tidbit of knowledge they learned “on the radio” made message “viral”. It wasn’t just some passing information that was shared secret between a store clerk and a consumer. It was a message so compelling, that your friend was moved to share their new found knowledge with you. You may be thinking to yourself… what kind of message was this? The answer: It was a message that pertained directly to that specific persons needs and wants. It may have meant absolutely nothing to one of your other friends, but to that individual – it was pure gold.
How could a message mean so much to one person and not the other? Simple: It was direct, it was targeted, and addressed a specific need unique to that person. All too often I hear radio commercials that try to be “Everything to Everyone”. When a radio commercial sets this goal, they lose. Why? Because the reality is: A business can’t be “Everything to Everyone”. A business has a select demographic of clientele that they need to attract.
It amazes me how many business owners are completely oblivious to this fact, or refuse to accept it out of sheer pride. While in an ideal world it would be great to appeal to every person and their pet cat muffles, it’s just not reality. When we try to speak to everyone, we miss the opportunity to address the specific needs and desires of that person who is searching for exactly what we can do for them. When you can identify that persons needs and speak to them with a truly compelling offer, and deliver on that offer: You not only gain a new customer – you gain a loyal follower who wants to share this newfound knowledge with their circle of like minded friends.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
Thursday, September 10, 2009
Another Bad Radio Commercial
What can I say... I'm probably one of the strongest critics of radio commercials. The fact that I create them for a living, makes me a bit of a "Dork" when it comes to listening to the radio. Constantly talking to it, criticizing it, praising it and all around over analyzing everything I hear. I probably sound like my father when we is watching and NFL game, except I'm yelling at another debt relief radio commercial.
What is really driving me nuts these days... Similarity. Lack of creativity. BLA-NESS. Its everywhere and its not working for anyone. Yet, everyone is copying everyone else, who likely copied an idea from another person who also thought they were on the right track. What gets a business ahead these days, IS BEING DIFFERENT. Not just being another "Variation" on something that already exists. Even if you are, just another variation - You need to showcase what really makes you different. When everyone in the room is a shade of blue, no one stands out. When you're the only red one in the room - You stand out and people take notice. This is what you need to be showcasing in your radio commercials.
For example... Debt Relief radio commercials. It seems I hear them every time I turn on the radio, I also create quite a few every week for various clients. The problem with many of the radio commercials on the air for this field is simple... Its the same "if you're 10,000 or more in debt, you need us... bla, bla, bla". I'm sick of it. It has meaning, but what makes me want to call company A over company B when their messages and call to action is virtually identical? Absolutely Nothing! Its not just in this field, look at a furniture store commercial, grocery store, most car dealership commercials, family restaurants, and so on.... They are loaded down with "safe" and very "simple" copy that does nothing to make their target customers stand up and take notice that they may actually offer something better than their competitors.
So... What really does make you different?
Be specific when answering this question. "Selection", "Variety", "Customer Service" are not acceptable answers. Everyone says it. Deep down... why are you different - how can you emotionally connect with your target customer and their needs. How are they feeling, and how can you meet those needs better than anyone else. This answer is different for everyone, the key to a successful pitch - it being real and making an honest connection with your target customer. If I can help you do this, feel free to drop me note.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
What is really driving me nuts these days... Similarity. Lack of creativity. BLA-NESS. Its everywhere and its not working for anyone. Yet, everyone is copying everyone else, who likely copied an idea from another person who also thought they were on the right track. What gets a business ahead these days, IS BEING DIFFERENT. Not just being another "Variation" on something that already exists. Even if you are, just another variation - You need to showcase what really makes you different. When everyone in the room is a shade of blue, no one stands out. When you're the only red one in the room - You stand out and people take notice. This is what you need to be showcasing in your radio commercials.
For example... Debt Relief radio commercials. It seems I hear them every time I turn on the radio, I also create quite a few every week for various clients. The problem with many of the radio commercials on the air for this field is simple... Its the same "if you're 10,000 or more in debt, you need us... bla, bla, bla". I'm sick of it. It has meaning, but what makes me want to call company A over company B when their messages and call to action is virtually identical? Absolutely Nothing! Its not just in this field, look at a furniture store commercial, grocery store, most car dealership commercials, family restaurants, and so on.... They are loaded down with "safe" and very "simple" copy that does nothing to make their target customers stand up and take notice that they may actually offer something better than their competitors.
So... What really does make you different?
Be specific when answering this question. "Selection", "Variety", "Customer Service" are not acceptable answers. Everyone says it. Deep down... why are you different - how can you emotionally connect with your target customer and their needs. How are they feeling, and how can you meet those needs better than anyone else. This answer is different for everyone, the key to a successful pitch - it being real and making an honest connection with your target customer. If I can help you do this, feel free to drop me note.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
Saturday, September 5, 2009
What does Radio Advertising Cost?
It is the question that I get asked more than 20 times each day. The answer is really quite simple… how much exposure do you want? No radio advertising campaign is alike. A local grocer may spend 2k per month on a local advertising campaign while the car dealership in the same city may spend 10k per month on an advertising campaign on the very same station. The car dealerships commercials will air more frequently and in-turn gain more exposure than the grocery store, but the grocery store is still getting solid exposure.
Radio obviously works. If it didn’t, you wouldn’t hear the same advertisers utilizing it year after year. What do these advertisers know about radio that you don’t? They understand the simple fact of “Frequency”. They know that if they want to get their message across they need to have it on the air multiple times over, at multiple times of the day so you hear it multiple times on your schedule. They know that you can’t air a commercial “a few” times in one week and expect results. Successful radio advertisers make the investment to have their message heard on these terms. Instead of asking “How much does radio advertising cost”? Ask yourself – “How much am I willing to spend to use the medium effectively?”
Yes… But what does it cost?? If your thinking of investing in radio, you are thinking of investing in a medium that reaches more at one time for a lower cost per thousand than any other medium available today. What could be better for your bottom line? Commercials are charged on a “per airing” basis. The price will vary greatly from station to station, city to city, and time frame to time frame. It’s just how it works. There is no “universal” cost to airing a radio commercials. The stations that have more listeners in a very populated area will cost more than a station with less listeners in a smaller city. I have seen commercial rates anywhere from $5 per spot to $500 per spot. Like I said, it all depends on the market you want to reach, and when you want to reach them.
The fact that radio has such flexible rates makes it an ideal medium for almost anyone who wants to get their message out. You don’t need to have the budget of a major retailer to make radio work for you. There are packages, placement arrangements and added value that an experienced advertising agency like bestradiocommercials.com can negotiate to make radio work in your favor, with almost any budget. Another surprising fact, radio listenership has actually gone up over the last few years, and still remains one of the leading mediums business use to connect with consumers.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
Radio obviously works. If it didn’t, you wouldn’t hear the same advertisers utilizing it year after year. What do these advertisers know about radio that you don’t? They understand the simple fact of “Frequency”. They know that if they want to get their message across they need to have it on the air multiple times over, at multiple times of the day so you hear it multiple times on your schedule. They know that you can’t air a commercial “a few” times in one week and expect results. Successful radio advertisers make the investment to have their message heard on these terms. Instead of asking “How much does radio advertising cost”? Ask yourself – “How much am I willing to spend to use the medium effectively?”
Yes… But what does it cost?? If your thinking of investing in radio, you are thinking of investing in a medium that reaches more at one time for a lower cost per thousand than any other medium available today. What could be better for your bottom line? Commercials are charged on a “per airing” basis. The price will vary greatly from station to station, city to city, and time frame to time frame. It’s just how it works. There is no “universal” cost to airing a radio commercials. The stations that have more listeners in a very populated area will cost more than a station with less listeners in a smaller city. I have seen commercial rates anywhere from $5 per spot to $500 per spot. Like I said, it all depends on the market you want to reach, and when you want to reach them.
The fact that radio has such flexible rates makes it an ideal medium for almost anyone who wants to get their message out. You don’t need to have the budget of a major retailer to make radio work for you. There are packages, placement arrangements and added value that an experienced advertising agency like bestradiocommercials.com can negotiate to make radio work in your favor, with almost any budget. Another surprising fact, radio listenership has actually gone up over the last few years, and still remains one of the leading mediums business use to connect with consumers.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
What does Radio Advertising Cost?
It is the question that I get asked more than 20 times each day. The answer is really quite simple… how much exposure do you want? No radio advertising campaign is alike. A local grocer may spend 2k per month on a local advertising campaign while the car dealership in the same city may spend 10k per month on an advertising campaign on the very same station. The car dealerships commercials will air more frequently and in-turn gain more exposure than the grocery store, but the grocery store is still getting solid exposure.
Radio obviously works. If it didn’t, you wouldn’t hear the same advertisers utilizing it year after year. What do these advertisers know about radio that you don’t? They understand the simple fact of “Frequency”. They know that if they want to get their message across they need to have it on the air multiple times over, at multiple times of the day so you hear it multiple times on your schedule. They know that you can’t air a commercial “a few” times in one week and expect results. Successful radio advertisers make the investment to have their message heard on these terms. Instead of asking “How much does radio advertising cost”? Ask yourself – “How much am I willing to spend to use the medium effectively?”
Yes… But what does it cost?? If your thinking of investing in radio, you are thinking of investing in a medium that reaches more at one time for a lower cost per thousand than any other medium available today. What could be better for your bottom line? Commercials are charged on a “per airing” basis. The price will vary greatly from station to station, city to city, and time frame to time frame. It’s just how it works. There is no “universal” cost to airing a radio commercials. The stations that have more listeners in a very populated area will cost more than a station with less listeners in a smaller city. I have seen commercial rates anywhere from $5 per spot to $500 per spot. Like I said, it all depends on the market you want to reach, and when you want to reach them.
The fact that radio has such flexible rates makes it an ideal medium for almost anyone who wants to get their message out. You don’t need to have the budget of a major retailer to make radio work for you. There are packages, placement arrangements and added value that an experienced advertising agency like bestradiocommercials.com can negotiate to make radio work in your favor, with almost any budget. Another surprising fact, radio listenership has actually gone up over the last few years, and still remains one of the leading mediums business use to connect with consumers.
Radio obviously works. If it didn’t, you wouldn’t hear the same advertisers utilizing it year after year. What do these advertisers know about radio that you don’t? They understand the simple fact of “Frequency”. They know that if they want to get their message across they need to have it on the air multiple times over, at multiple times of the day so you hear it multiple times on your schedule. They know that you can’t air a commercial “a few” times in one week and expect results. Successful radio advertisers make the investment to have their message heard on these terms. Instead of asking “How much does radio advertising cost”? Ask yourself – “How much am I willing to spend to use the medium effectively?”
Yes… But what does it cost?? If your thinking of investing in radio, you are thinking of investing in a medium that reaches more at one time for a lower cost per thousand than any other medium available today. What could be better for your bottom line? Commercials are charged on a “per airing” basis. The price will vary greatly from station to station, city to city, and time frame to time frame. It’s just how it works. There is no “universal” cost to airing a radio commercials. The stations that have more listeners in a very populated area will cost more than a station with less listeners in a smaller city. I have seen commercial rates anywhere from $5 per spot to $500 per spot. Like I said, it all depends on the market you want to reach, and when you want to reach them.
The fact that radio has such flexible rates makes it an ideal medium for almost anyone who wants to get their message out. You don’t need to have the budget of a major retailer to make radio work for you. There are packages, placement arrangements and added value that an experienced advertising agency like bestradiocommercials.com can negotiate to make radio work in your favor, with almost any budget. Another surprising fact, radio listenership has actually gone up over the last few years, and still remains one of the leading mediums business use to connect with consumers.
Tuesday, September 1, 2009
Why didn't my Radio Commercial Work?
More than once I’ve been contacted by an otherwise very savvy business person making the statement “radio advertising just didn’t work for me”. This statement troubles me… because it’s been proven time and time again that radio, when used correctly, can be the most effective medium for driving customers to a business. Think about it – what other medium is on in cars, in businesses, on in the kitchen when someone is making dinner, played loudly at a back yard bbq, and a slew of other times and places. Despite other mediums of entertainment evolving over the years, radio is still one of the leaders… How is it “not working” for someone?
After I hear this, with-in 2-3 questions I can almost always diagnose the problem. Just as a doctor wouldn’t tell you to “Go home and die, you’re not working”, if you feel sick – he wants to find the root of the problem and correct it. The first question I ask is – Where were you advertising. If your radio commercial is on a station that does not connect with your target audience, radio will not work for you. For example a Women’s clothing store that wants to target women 35-54, will likely not do too well on the local sports talk station or the rock station no matter how much the “manager of the store likes those stations”, or what “Great deal” the local rep gave you. If it’s not your audience, it’s not your audience.
If the radio station itself is not the problem, I ask about how frequently it was on the air. If the answer is “once a day for a week”, or “two times a week for two weeks” – we have discovered the problem. If your commercial is only heard one time by your audience, it is not doing anything. A rule of thumb… your commercial needs to be heard at least three times by your target customer for them to take action. This does not mean it only needs to air three times… it needs to be heard on their schedule three times or more. An advertising agency will be able to tell you on average how many times your radio commercial will be heard based on listener stats.
The third question I ask is…. What did the commercial sound like? If the answer was “the radio station created it for free”, “my kid read the script” or the business person says “I wrote and voiced it” – Red Flags go up everywhere. Some radio stations still do indeed produce good radio commercials, but these day’s they are few and far between. Most of the time, if you want quality radio commercial production that is written and produced by professionals that make your message stand out – you will want to invest the $300 it cost to have a professional radio commercial created by a professional production company like best radio commercials dot com. An effective message is a key part of driving customers to your business. Just as the person producing the radio commercial wouldn’t walk into your area of expertise and be effective, don’t expect to walk into a studio and be able to voice or have your child voice a commercial that will be effective in any way, shape or form.
To review… Before you say “radio advertising didn’t work for me” – take an honest look at 1) The station you were on. 2) The amount of times your message aired 3) The quality of the radio commercial.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
After I hear this, with-in 2-3 questions I can almost always diagnose the problem. Just as a doctor wouldn’t tell you to “Go home and die, you’re not working”, if you feel sick – he wants to find the root of the problem and correct it. The first question I ask is – Where were you advertising. If your radio commercial is on a station that does not connect with your target audience, radio will not work for you. For example a Women’s clothing store that wants to target women 35-54, will likely not do too well on the local sports talk station or the rock station no matter how much the “manager of the store likes those stations”, or what “Great deal” the local rep gave you. If it’s not your audience, it’s not your audience.
If the radio station itself is not the problem, I ask about how frequently it was on the air. If the answer is “once a day for a week”, or “two times a week for two weeks” – we have discovered the problem. If your commercial is only heard one time by your audience, it is not doing anything. A rule of thumb… your commercial needs to be heard at least three times by your target customer for them to take action. This does not mean it only needs to air three times… it needs to be heard on their schedule three times or more. An advertising agency will be able to tell you on average how many times your radio commercial will be heard based on listener stats.
The third question I ask is…. What did the commercial sound like? If the answer was “the radio station created it for free”, “my kid read the script” or the business person says “I wrote and voiced it” – Red Flags go up everywhere. Some radio stations still do indeed produce good radio commercials, but these day’s they are few and far between. Most of the time, if you want quality radio commercial production that is written and produced by professionals that make your message stand out – you will want to invest the $300 it cost to have a professional radio commercial created by a professional production company like best radio commercials dot com. An effective message is a key part of driving customers to your business. Just as the person producing the radio commercial wouldn’t walk into your area of expertise and be effective, don’t expect to walk into a studio and be able to voice or have your child voice a commercial that will be effective in any way, shape or form.
To review… Before you say “radio advertising didn’t work for me” – take an honest look at 1) The station you were on. 2) The amount of times your message aired 3) The quality of the radio commercial.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
Tuesday, August 18, 2009
What Makes a Radio Commercial Effective?
In one sentence – A clear and concise message that drives the listener to do what you ask of them makes a radio commercial effective. Vague: Yes, True: Very. Radio commercials are effective when this principal is put into play in a very targeted manner at a very targeted audience. Bottom line, one size does not fit all when it comes to radio commercials. You need to know what you want to offer, and who you are offering it to. If you think you will save money by showcasing “EVERYTHING” in one commercial, you will be in for an expensive surprise, your message will not be targeted and won’t move anyone to take action after hearing your radio commercials. Why? Because chances are your competition stated much more clearly than you, the benefits of a specific product or service that they too offer, in effect – it spoke directly to the consumer who needed it in their radio commercials. Where as the “Everything” approach got lost in the shuffle.
Sure, you may have an array of services or products that are amazing! But chances are, the consumer who hears your message is only interested in one of those services or products. If you want their business, they need to be aware that you offer it, and offer the best. If you want to focus on more than one product or service, than create more than one commercial to effectively communicate this point. In a perfect world, every time your commercial plays the consumer will drop everything they are doing, stop talking to whoever they are talking to, and devote 110% of their attention to your radio commercial, every word in your radio commercial and the lovely background music you picked out. However, we don’t live in that world. They will catch the commercial in small “snack size” pieces. The piece they catch, better be what you wanted them to hear.
For example: If you are an office supply store and want to let the public know about your sale on ink cartridges, 90% of your commercial better be about ink cartridges, the other part about where you are and how to contact you. However all too often when this hypothetical store wants to push ink cartridges they create a commercial that is 10% for ink cartridges, 10% for software, 10% for cell phones, 10% for office furniture, 10% for sharpies, etc…. Not only will the consumer (who could really take advantage of the ink cartridge sale) not have any clue about the sale, they also tuned out the rest of the message because they had no need for the other product blurbs in the radio commercial. Had the commercial focused on their goal of showcasing “ink cartridges”, they would have likely known about the sale and made a note to go to this store.
Not only does the commercial need to be focused, it needs to be compelling. Just saying “We have ink cartridges on sale”, is not enough. Radio commercials needs it needs to be relatable. The consumer needs to be put in a mental situation where they say to themselves “Oh yea… I know what they are talking about, I really need Ink Cartridges too”. This can be done through humor, scripted situational acting, a offer that is too good to pass up or a strong call to action, or the announcer making a compelling ploy that does not sound like he’s “selling” a product. Don’t just rely on the radio stations “free” production services to get you the effective script you need (most times, you get what you pay for). Making a relatively small investment and hiring a professional radio commercial production company can pay off 10x in the long run as compared to having an unqualified “free” production service do your commercial for you. If you’re going to spend money on a radio schedule, wouldn’t you want to put the most effective message possible on the air?
So to review – An effective radio commercial consists of a clear and concise message: targeted at exactly the person you want to reach for the product or service you are selling. The radio commercial also has to have a very narrow focus speaking directly to that persons needs and emotions. The radio commercial is also needs a strong call to action that they consumer won’t want to pass up.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
Sure, you may have an array of services or products that are amazing! But chances are, the consumer who hears your message is only interested in one of those services or products. If you want their business, they need to be aware that you offer it, and offer the best. If you want to focus on more than one product or service, than create more than one commercial to effectively communicate this point. In a perfect world, every time your commercial plays the consumer will drop everything they are doing, stop talking to whoever they are talking to, and devote 110% of their attention to your radio commercial, every word in your radio commercial and the lovely background music you picked out. However, we don’t live in that world. They will catch the commercial in small “snack size” pieces. The piece they catch, better be what you wanted them to hear.
For example: If you are an office supply store and want to let the public know about your sale on ink cartridges, 90% of your commercial better be about ink cartridges, the other part about where you are and how to contact you. However all too often when this hypothetical store wants to push ink cartridges they create a commercial that is 10% for ink cartridges, 10% for software, 10% for cell phones, 10% for office furniture, 10% for sharpies, etc…. Not only will the consumer (who could really take advantage of the ink cartridge sale) not have any clue about the sale, they also tuned out the rest of the message because they had no need for the other product blurbs in the radio commercial. Had the commercial focused on their goal of showcasing “ink cartridges”, they would have likely known about the sale and made a note to go to this store.
Not only does the commercial need to be focused, it needs to be compelling. Just saying “We have ink cartridges on sale”, is not enough. Radio commercials needs it needs to be relatable. The consumer needs to be put in a mental situation where they say to themselves “Oh yea… I know what they are talking about, I really need Ink Cartridges too”. This can be done through humor, scripted situational acting, a offer that is too good to pass up or a strong call to action, or the announcer making a compelling ploy that does not sound like he’s “selling” a product. Don’t just rely on the radio stations “free” production services to get you the effective script you need (most times, you get what you pay for). Making a relatively small investment and hiring a professional radio commercial production company can pay off 10x in the long run as compared to having an unqualified “free” production service do your commercial for you. If you’re going to spend money on a radio schedule, wouldn’t you want to put the most effective message possible on the air?
So to review – An effective radio commercial consists of a clear and concise message: targeted at exactly the person you want to reach for the product or service you are selling. The radio commercial also has to have a very narrow focus speaking directly to that persons needs and emotions. The radio commercial is also needs a strong call to action that they consumer won’t want to pass up.
Article by Tony Brueski, Tony is president of Best Radio Commercials.com. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com
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