Your radio ad copy should reflect what the listener is interested in. You want to write something that will make them want to listen to your station, but more importantly, something that will make them remember your station when they’re outside of the car. Your radio ad copy should also be concise and to the point. You want to keep your radio listeners engaged and interested in what you have to say. Your goal is to make them want more information about you and your product or service.
Make Sure You Read The Fine Print
Before you begin writing your radio ad copy, make sure you read the fine print. The fine print is usually at the bottom of the ad copy or on an attached sheet. You should always read the fine print before you make a purchase. This way, you will know exactly what you are paying for and what you are getting. Make sure you are familiar with all the terms and conditions before you begin creating your commercial. You should also research the competition to know what else is out there. You can use free tools like Google Trends to easily find out what’s popular and what’s trending on social media. With social media, the only way to really stay ahead of the chatter is to be constantly monitoring what’s happening and responding quickly.
Avoid Plurals And Addresses
Plurals and addresses are dangerous in radio ads. Unless you have a lot of land to sell, use of plurals like “our house” or “this one” will confuse your listener. Addresses are also dangerous because the listener will not know exactly where they are. If you must use plurals or addresses, make sure you provide additional information in your ad copy. For example, if you are selling a house, you could say “this one’s located on Oak Street, let’s you and your family enjoy relaxing weekends there.” Your listeners will know exactly where they are and will hopefully find it very easy to reach your listing. In the event that your listener is from out of state or country, you may also want to include the local phone number to ensure they can continue to find you easily.
Make Sure Your Listeners Know You’re Serious
When you’re advertising on the radio, you have to be careful not to come off as too much of a “one-trick pony.” You want to make sure that your listeners know you’re actually a reputable business that they can trust. For this reason, it’s a good idea to include the name of your radio station or website in your ad copy. This way, your listeners will know that what they’re listening to is created by a serious business that’s been around for a while and is known for being credible. You can also include a phone number and email address in your ad copy to add further credibility.
Keep It Short
The shortest ad copy wins. Just like with social media, you can use various tools to analyze your competitors’ ads and find out what resonates with your audience the most. Using tools like Google Search, you can easily examine the keywords that make your commercial relevant to potential buyers. Keep your keywords short and concise, and use synonyms and related words to make your commercial as interesting as possible. Remember, above all else, to keep your ad copy short and sweet.
Use Imagery
Using high-quality imagery in your radio ads can possibly do more for your commercial than just about anything else. First, visually, your listener will know what they’re looking at and what they’re listening to. Second, the sound of music alongside images of nature, people, and places can make even the most dull commercial come to life. Third, there’s a reason most radio stations utilize images of people and nature so frequently: they work! Whether live or recorded, people love to listen to songs that remind them of special people and/or places. This is a highly effective way to get your commercial into the right head space for your potential customers. If your budget allows, hire a professional photographer to give your commercial the visual boost it needs.
As you write your radio ad, keep the above tips in mind. Your listener will enjoy your commercial, and you’ll enjoy the benefits it brings.