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Effective Radio

How To Create Commercials That Sell

Radio commercials come in different styles. Some consist of jingles, others of announcements, some are humorous, others are serious, some are voiced-over by the business owner, and others by celebrities. What separates a good commercial from a bad one is not how many awards it has won, but how many sales it has generated.

So, what makes these commercials so effective?

Before we can answer this, we need to examine how people listen and what goes on in their minds as they hear your commercial.

How people listen: they are multi-tasking while unconsciously listening for an answer to ONE important question.

What goes on in the listeners’ mind?

  • Are you talking to me?
  • What’s in it for me?
  • Who are you anyway and why should I care?
  • What’s in it for me?
  • What makes you so special?
  • What’s in it for me?
  • What do you want me to do?
  • What’s in it for me?

Other factors:

  • Delivery / Announcement
  • Dramatization or Humor
  • Disclaimers / Legal Qualifiers
  • Musical Identity
  • Positive reinforcement or Negative Selling
  • Consistent unique proposition

The moral of the story is that your prospective customer listening to your message doesn’t care what you say until he/she knows what is in it for him/her.

We have an incredible staff that is ready to help you create commercials that sell!

Steps to Buying Radio Advertising

  • Compile a Customer Profile
    Age, Gender %, Income Category, Employment Category, Proximity to Business
  • Identify Your Target Market
    Who do you want to reach with your message?
  • Know what a new customer is worth.
  • Your existing customers are your best prospects for re-selling, cross-selling or up-selling.
  • Your existing customers are your best resource for what you do that matters the most (which can help you create your message).
  • Set a Measurable Goal.  Why?
    a. You’ll know exactly how many additional prospects you’ll need on a daily basis to hit the growth objective.
    b. You’ll have a way to hold your advertising expenditure absolutely accountable.
  • Understand the Purpose of Advertising – which is driving traffic.
  • Meet with Account Executives for Needs Analysis & Proposal.  Start here