Radio Marketing and Radio Advertisements

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Radio Advertisements

How many times have you heard it said or said it yourself?
Radio doesn't work!
Well, that isn't true, what doesn't work is . . .

Radio done wrong

If radio is truly the theatre of the mind, why is it that as soon as an ad comes on your screen goes blank and you change cinemas?

The answer is unfortunately far too simple. There is nothing provoking, compelling or different about 98% of the ads on radio today.

There is a biological explanation and this is a fact: Broca's area in your brain is responsible for language and your reaction to it, it abhors the predicable and therefore immediately tunes it out and you don't listen to it, it is also why you like hit songs and can usually pick those that will be hits and those that will just be average. If you provide predictable worn out copy, you can expect a predictable response from Broca and from the human for whom it works.

Good radio on the other hand stimulates the mind, one good word or carefully crafted and delivered phrase erupts into a thousand pictures, emotions and feelings. Good Radio compels the listener to pay more attention, to immerse themselves in the experience, Broca gets focused on what is new and different and begins putting this new information into short term memory. Some people respond right away.

But that isn't enough.

Short term memory is highly volatile, sleep erases short-term memory. Which is why we have every good intention of doing something and forget about it by tomorrow. And why people who loved your ad and want to try you out call your competition, they thought you were one in the same.

Ads have to be designed to create echoic retention, and the only thing that creates it is repetition. Good ads heard by the same people at least 3 - 5 times in 7 days sleep. When those magic numbers happen, something great happens, short term memory is transferred to long term memory, which is chemical and stays in the brain.

Yet there is more.

Language patterns have a great deal of impact on the message. How the message is delivered, tonality, specific placement of words, pitch, meter, and pace. Inserting hypnotic language patterns (not hypnotic suggestions) increases the speed at which information is retained. If you don't believe me, think about how you feel when you suddenly hear Tom Brokaw's voice on the radio or the tone of the emergency broadcast system. You are already conditioned to respond in a certain way. It is also why people stop and listen to you somberly when you take on the tonality of a major news anchor.

Now

If you've followed these principles, you really have the makings of an ad that will work. Of course if you try and explain all this to your ad rep who is suggesting that their very popular local morning drive DJ be the voice of your ad, he will either look at you with a completely blank stare or try and convince you none of this matters and please just go with the plan and do what you've been doing or what he is suggesting.

And get the same results.

OR ...

Give us a call now at 208-562-0990 and set up a 10-minute phone call to discuss how to make radio work for you. We'll talk to you about how to make advertising work, how to buy advertising and how to make radio accountable. We'll also tell you what else you must do with the rest of your marketing efforts to get the results you want from radio. We'll also share the negotiating secrets radio reps never want you to hear.

Ask yourself this question, if you had to bet your very last hard earned dollar, and the result would be that your business failed and your family would suffer if it didn't work, would you trust it to a radio ad salesman or would you find yourself picking up the phone an making a 10 minute free phone call? 208-562-0990, we look forward to talking to you.

Oh one last thing.

P.S. Albert Einstein when asked what he would do if he had only 60 minutes to save the world said this: "I'd spend 55 minutes studying the problem and 5 minutes working on the solution."

If you just saw Albert in a musty library, hair askew on top of his head, painting a chalkboard with formulae and working out the problem, as he rode beams of light, then allow me to welcome you to the theatre of the mind, where words are worth a thousand pictures.

We look forward to your call. 208-562-0990