When it comes to any form of advertising there are quite a few pitfalls that one can fall into. Very expensive pitfalls, that is… Many of which could easily be avoided if someone who knew a few key things about consumer reactions were behind the creation of your ad. For this example lets take a look at two major mistakes from a radio commercial I just heard.

Mistake #1 – Too Cute. Being someone who makes radio commercials for a living, I naturally pay attention to all mistakes the average consumer would not notice when it comes to a radio commercial. The consumer would simply tune-out mentally and/or physically because of these costly mistakes. Problem number one with the commercial – It took 45 seconds to identify exactly what the radio commercial was for! What was even more shocking, this was a commercial for a national care repair chain. It wasn’t “Chuck’s Burger Stand”. One would naturally expect that if a company as large as this would have top of the line radio commercials on the air – at the least – ones written by people who know what it takes to be effective! The front:45 seconds was a failed attempt at humor about a hair salon. Then it somehow made the “natural” shift to talking about car parts in the last:15 seconds.

There is nothing wrong with having a humor angle in the first 5-15 seconds of a commercial, but keep it at that: 5 to 15 seconds. I can guarantee about 98% of potential customers for this business mentally tuned out after the first 15 seconds. It went on, and on… and on… with no real point. By the time the radio commercial finally go to the auto parts message, you were trying to figure out what it was you just heard and completely missed the point of the radio commercial: Giving the consumer a reason to visit the store. There was absolutely no “reason” or “call to action” in this radio commercial. Which brings me to my second point.

Mistake #2 – No Call to Action. If you want to consumer to take action – and actually call your number, visit your store or log on to your website… You need to give them a reason! The little factoid that you simply “exist” is not a good enough reason. Make an offer that your competition is not – “Free consultation – a $100 value”, “Free this or that just for calling or stopping in”, “you will be entered to win a XXXX just for calling”, “if you’re not happy, we will give you back your money plus some”, “offer is for today only”, “call in the next 10 mins and we’ll give you XXXX free”…. The options are endless! Just be sure the call to action is good! Simply saying take 10% off is NOT a strong call to action. It has to be a clear cut – “here is what I’m getting out of the deal” kind of offer.

Often times the consumer has no clue as to what your products or services cost. So the offer needs to be physical. If you sell products that cost $100 each – you are better off saying “take up to $50 off your total order today, limit 5″. It’s the same as taking 10% off each item – up to 5. It sounds much more intriguing – while communicating the same message. When you only have:30 seconds or 3 lines to convey a message – you need to make every word count. So remember… Make the call to action count!

The take away from this article should simply be this – Be Real with your customers. Don’t try to be too “cute” and don’t make a crappy offer or an offer they won’t really understand. Speak in their terms – not yours to make every second of your radio commercial count!

By: Tony Brueski

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Radio Advertising

Every non-profit organization has the best of intent to promote and foster a greater good in our communities. The time spent raising dollars, dealing with administration tasks and actually helping people take precedent over the important component of advertising and promotion. Did you know that your local radio stations air commercials specifically about non-profit organizations for free?

Scott Radio has worked in the traditional radio industry for over twenty years and understands that the fact that each radio station is required as part of their license with the Federal Communications Commission to air public service programming. The reality is that few stations ever “sell out” all the available air time every day and thus have room to air public service commercial. The fact is few organizations take the time to have a well constructed and produced public service announcement (PSA) to take advantage of this unused “Free” airtime.

As a former radio station general manager, I know first hand how hard it was to find good “filler” commercials. I can tell you this, the PSA’s that were quality, received enormous amounts of free airtime. works with many organizations to assist them in determining the elements required to make a quality message. Each organization has a smile it needs to share with the world.

By: Scott Perreault

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Radio Marketing

When you enter the copy department of a radio station you see stress and creativity intersecting to form a radio commercial. This is an art form that is developed over time. When I was nineteen, there was an opening in the copy department of the regions number one station. The commercial load was heavy. It goes without saying, the station with the most ads is typically the favorite station. Advertisers need to reach the perspective consumers, and the best value for your advertising dollar is always with the most popular stations. The real test of the stations excellence is the copy department.

Handing copy to your radio personalities and then saying a prayer that it “turns out” acceptable to the advertiser is sadly a common occurrence in many stations.

Here are a few tips to help your write an effective radio commercial. The bottom-line fact still remains, the more talented the copywriter, the better quality of the commercial.

First, know your voice talent. Writing a script for a “Italian accent” without having someone on your staff who can effectively perform such an accent, renders the commercial a failure. Second, keep it simple. Too many commercials lose the intent with long explanations. You need to give the listener credit that after hearing the commercial, they will catch on. Third, never look back. Keep the commercial forward thinking. Positive. Finally, the object of the commercial is to sell. Ask for the sale. The commercial was sold to an advertiser by a sales representative who had to ask for the sale. Most copy writers spend all their time being creative with ideas. The exceptional radio copywriters spend the bulk of their time being creative on how to ask for the sale.

By: Scott Perreault

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Radio Station Advertising

Beer is one of the oldest beverages humans have produced, dating back to at least the 5th millennium BC. Beer is even part of the recorded history of ancient Egypt and Mesopotamia. At the turn of nineteenth century, beer commercials were aired on radio and TV. The critics of beer commercials saw these new mediums as an intrusion into peoples’ living rooms. Many were concerned that beer ads might offend the viewers’ sensibilities. Commercials that actually showed a person consuming beer were considered to be in bad taste.

The purpose of most advertisements is to convince people that the quality of their lives could improve if they use a particular product. But research on a large collection of TV commercials aired during sporting events and prime-time programming found opposite effects. The numerous beer ads featured people driving, boating or jet skiing while drinking beer. This inspired the youth to celebrate victory or happiness indulging in drinking alcoholic beverages. It led to some dangerous situation, with people trying to emulate the ads. Many beer ads have also been criticized for “exploiting” women, given how they are often paired with the product. Males aged 21-35 represent the major target audience for beer ads.

Children are likely to be affected by commercials the most, as they enjoy stories and characters portrayed in the ads. There is always the danger of them being influenced by beer commercials and may start drinking out of curiosity.

A new research study revealed that beer ads on television can intrigue college students and lead them to start drinking. After exposing a sample of college students to such ads, it was found that males were more likely to agree that alcohol had positive social benefits. According to these males, beer makes parties more fun or increases one’s chance of success with the opposite ***. Companies that manufacture beer beverages make use of this aspect relating beer consumption with prestige, success, and enjoyment.

By: Alison Cole

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Radio Publicity

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.

By: Tony Brueski

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Radio Station Advertising

When the country is spending less, consumer confidence levels are down, and the over-all outlook for the immediate future calls for more of slowdown before a pickup, how do you still drive customers to your doorstep?

I heard a radio commercial the other day for a local bank. It wasn’t a booming voice-over offering $25 if you open a new checking account, instead – it was the voice of a customer. A customer talking about how his family had banked with this company for years, even during the original great depression. It went on to re-enforce a sense of community, and through thick-and-thin this bank was going to be there for them, no matter what. The president of the bank came at the end with a message of re-assurance, and care for the community. It sounded honest, real and very powerful. It talked about the company’s history and their stake in the community as well as its customers. I asked myself – Who would I rather bank with if I were to open a new account? The one with the cheap frills of a free $25 check, or the one that has acted responsible over the years, is part of the community, and stood up to the last great depression?

Are peoples fear about the future irrational at this time? Yes. Are they reacting with their pocket books? Yes. Are they still spending their money somewhere? Yes.

Right now, the consumer is looking for sure bets on almost any and every purchase they make. They will do 1 of two things.

1- Buy for ultra cheap.

2- Buy from those who they have a high level of trust and confidence.

If you can’t afford to offer goods or services for ultra cheap, a high level of trust and confidence could be your life line. If you can offer both, even more power to you.

Before you put your next radio commercial together – ask yourself:

-How has your business come through for your customers over the years? What were some of the best success stories?

(Maybe ask some of your best customers to say a few words about your business in a commercial)

-Why now – on a human emotion level, is it important for your target customers to use your goods or services?

-How will you be there for your customers down the road in a few months?

By: Tony Brueski

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Free Radio Commercial

Is it really possible to get a free radio commercial? I don’t think so, because radio stations are affected by the economic climate just like everyone else.

However there is a better way and cheaper to! Get yourself invited to give an interview. This is far and away the best method of getting your message out to your market.

Become an expert
Radio stations, particularly radio talk shows survive by giving their listeners their views on current affairs and the impact on the local community. This is where you come in. I expect you are an expert in whatever market you serve, now you just need to adjust your focus slightly and become an expert in your local area. Do you know its strengths and weaknesses?

For example does your town have good communication links, is it easy to get around. If your local government decide to cut spending or invest in building a new road, you need to be aware of the impact that will have on your town. Why? Because you need to have an expert opinion when you give your interview.

Know your subject
OK, now lets turn our attention to your business. Whatever product you produce or whatever service you provide, how does it benefit your town. Is there any new legislation or laws coming in that will make it harder for you to supply customers? Has a large corporate organization moved in looking to kill off small town businesses like yours?

How will this affect your town. What will the impact be on local citizens? What in the world is happening that might impact on your ability to supply your local community?

Pitch your local radio stations.
Now you know what to talk about, start pitching your local radio stations, particularly producers and radio talk show hosts.

Contact them about a news headline that could impact people locally. Pitch them about the effect on the region. They are not interested in your product or service but they are passionate about theirs – the content they put out. They want to offer their listeners information and entertainment that interests them. So be topical.

Don’t be boring
Please please don’t be boring. If you’re a bore you’ll never get asked back on air again. NEVER! The whole point of this project is that you become the station’s go to person on local business matters.

If you have a deep monotone voice, practice changing the pitch. Get excited, get passionate, get controversial. This stuff works. The more of a reaction you can stimulate the more the station will love you and ask you back. Get interviewed by a few stations and you will soon become a local celebrity. Think of the benefit to your business!

Conclusion
So we’ve talked about the chances of getting a free radio commercial and found that the best way to get free air time is to become a local expert. Don’t forget the cumulative effect from being interviewed more than once. After hearing from you a few times, your potential customers will get to know you and think of you as their friend. This is important because they will remember you if they need your services or products. Make the most of this opportunity. Become the local expert that radio station managers and producers rely on!

By: Paul Leslie Wilson

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Radio Advertising Prices

What happened when Hershey’s paid to have Reeces Pieces integrated into the movie, ET? Sales of Reecies Pieces shot up by 65% in the weeks following its theatrical release. This tells you that product placement works. And, it can work better than mainstream advertising if done properly.

Paid product placement in the movies has been happening for many years. But relatively new is paid product placement marketing in radio and television. If it works in the movies, it’s only logical that it would work in TV and radio. We’ve seen it in many reality shows like The Apprentice, Survivor, and American Idol. Now, it’s happening in radio, as well.

One particular radio station, KZPS, in Dallas, Texas is changing to a commercial free format. Instead of the usual 30 second commercial spots that interrupt regular programming, the DJ will mention and promote products conversationally, integrating it better and making it seem like an editorial vote for the product.

I predict that this will work better for the advertiser because it will seem like the radio personality endorses the mentioned products (even though they are paid to endorse them). Just like ET was paid to endorse Reeces Pieces and the candy became an instant success because of that.

This successful marketing tactic is not short of its critics either. Many are ethically against product placement in movies, television, and radio, including David Lynch who recently voiced his concerns. But I like it. One reason is that if the trend continues, television and radio commercials that interrupt regular programming may one day become extinct and replaced by paid product placements inserted into the regular program. I’d rather have that than a three minute interruption every fifteen minutes to broadcast commercials.

By: Tino Toskala

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Free Radio Advertising

When you hear a commercial on the radio, the steps taken to create that commercial are for one purpose. To engage your mind with a powerful sales message through sound. The words spoken, the music, and all the elements involved are for your ears, not your eyes. This factor needs to be taken into account before the copy writer sits down to write the script. Here are 7 key elements needed to write an effective radio commercial.

1. Write for the Ear – Not the Eye.

Writing for radio is unique because your script is not about how things sound in your mind when reading. It is all about how it sounds when read aloud. Your commercial should be written in conversational language. Even when you are writing a strong direct message, your phrasing should be pleasing to the ear. Use short sentences. Spoken word in a radio commercial is linear. Unlike a newspaper ad or a website, where the eye can take in an entire page quickly, the ear only processes the message of a radio commercial as it is spoken.

2. Every Commercial Must Have One Clear Focus!

One of the most common mistakes radio copy writers make is informational overload. This is usually done to please a client who wants to get as much information into his or her commercial as possible. In radio advertising, “less is truly more”. Determine the one thing you want to communicate to your audience, then expand on that idea. Clutter is a tune out. Stephen R. Covey said it best: “The main thing is to keep the main thing, the main thing.”

4. Paint a Picture!

Radio has long been considered a theater within the mind. Your words can take the listener anywhere you want them to go. Engage the hearts and minds of your audience by painting pictures and touching emotions. These images should strengthen the main focus of your sales message. While every purchase by a consumer is not done on an emotional level, un-tapping emotions is a powerful way to create awareness about your product or service.

5. Talk About Your Listener, Not Your Business!

Every radio commercial should answer one question in the mind of your target audience. “What’s in it for me”? Frankly, people don’t care about your product or business unless there is something that will satisfied a need or desire they already have. So don’t talk about you. Talk about them. Create a message that reaches the listener on their deepest level. Solve a problem they are having. Make their lives better in some way.

6. Present a Unique, Specific and Compelling Offer!

What is the best offer you can give any potential customer? Something that is free. Of course, this is not always possible, so start at “free” and work your way backwards. In other words, what is the best offer you can present in your radio commercial? Make it a single offer. Again, too much information adds to clutter which is a tune out. Your offer also needs to be specific. For example, a 30% percent discount is not as compelling as a specific price point compared with a the original price of the product.

7. Present One Clear Call to Action!

Remember, a radio commercial is written for the ear and it is linear. Your closing statements should give a clear and concise call to action. What is it that you want your listener to do? Also, give your audience only one clear method to respond. This is different than print advertising or online marketing through a website. When reading text, the eye can easily take in various options of responding at once. In radio however, your call to action is more powerful when the listener is given one clear method of response. A clear and focused call to action produces the best results.

By: Lowell Christensen

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Radio Advertising Prices

Did you hear that radio commercial? You know… the one with the monkey who was trying to feed the baby… however no matter how hard he tried, the baby just wouldn’t take the food? How they got the baby to sound so real is beyond me!… That sure was funny… AND THAT’S IT… It was funny. What was the commercial for? What did it make me do? Who did it make me tell?

The funny thing is, this commercial made me laugh, it made me tell my friends about it, it even made me even write an article about it. However for the life of me… I couldn’t tell you what it was for. This makes the commercial a prime example of ineffective advertising. If I were that business, I would have rather had the former pastor at the church I grew up going to, who spoke in monotone for a complete hour read a straight forward radio commercial scrip with the most boring music I could come up with, and give out free shots of ny-quill to those listening – rather than have paid money for this “funny” – yet in effective commercial. More people would have picked up on the message I wanted to convey through the monotone mess, than the monkey and the baby.

Don’t get me wrong… there is NOTHING wrong with creating a funny commercial. In fact… it’s what I do for a living. I love adding humor to an offer and marketing campaign. However… it has to mean something, and it has to lead the consumer to remember what that radio commercial is for and drive them to do something – other than just laugh. There’s a lot of creative minds out there who “get” funny, and do it very, very well…. However, many of the ones who “get” funny, don’t “get” effective marketing and end up costing businesses thousands of dollars on some cheap laughs.

If you’ve ever wanted a radio or TV commercial created that people would laugh at, and TAKE ACTION to after seeing it. Be sure your message is clear enough for the consumer to do just that. It can be a fine line to walk, so if you ever want some pointers feel free to give me a call or drop me an email. I would be happy to chat.

By: Tony Brueski

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Radio Advertising