4 MUST KNOW STEPS TO CREATE A RADIO AD THAT CONVERTS
To have an effective radio campaign you must first have an effective radio advertisement. Turns out that with wonders of modern internet making an awesome radio ad is pretty easy. In this article I will walk you through 5 easy steps you need to take to create a radio ad that will persuade your prospects to check out your product and even buy it.
1. Know Your Audience
Before you even begin creating your ad you have to do research and figure who you are making this ad for. Who is your audience? Here are 5 simple questions you should ask yourself:
- How old are they?
- What is their gender?
- How much they make?
- Where do they work?
- What DMA they live in?
Knowing your audience is the easy part because you can simply analyze your last 100 customers and find commonalities between them. The harder part is finding a station where you can reach your target audience.
The right script can turn make your campaign viral and covert like crazy. The script is the glue that hold the whole ad together. Just think about every single celebrity interview. They always praise the writers. Without good writing the show will suck and so will your radio ad. So if you are not good at copywriting then perhaps you should find professional help.
Thant being said, writing the script is not a rocket science and you are planning on buying a ton of radio ads you can test different scripts.
You have about 2 seconds to get a listener’s attention so start with something that your audience will respond to. The more specific the better. Something you can use right know is personalize your first sentence based on the radio station. For example, a significant number of Pandora ads start with “Hey Pandora Listeners…”. Those who hear this ad on Pandora become more attentive.
List out the 3 benefits of your product. Describe them from the perspective of someone who has a problem your product is solving. For example, let’s say you are advertising Advil. Don’t just say “Advil cures back pain”. That is generic and boring. Back pain is not the problem, the problem is that back pain prevents the listener from working, moving the lawn, etc. So here is a better version of the benefit “Don’t you just get tired of getting a debilitating pain in your back that stops you from enjoying your life?”
Finally, have a call to action. You have a great script. You’ve listed out the benefits. And now the prospect is salivating to hear where to get your product or service but you forgot to mention that they can save 10% on the next Fiverr purchase going to www.fiverr.com and using a promo code FIVERR10 (this is a real promotion by the way). Don’t forget to mention a special offer, special code, special. Also, the offer relevant to the station. If the ad is running on Pandora, make you link yourcompany.com/Pandora.
3. Voice over
Once you have the script you need someone to read it. A good casting choice can bring your script to life so make sure to make a wise decision. There are tons of places to get a good voice over but in my experience the quickest is Fiverr. You can get a decent voice-over for around $20. Go here for more details.
Now that you have voice-over you need make it sound professional by adding sound effect, background music, etc. You can again go to Fiverr get the ad produced for another $20. You can also do it in house but then you’ll need the source material. The best marketplace for source material is Envato Market. It has a HUGE selection is jingles, sound effect, instrumentals, premade voice overs, etc. Go here for details.