A Question from a Thoughtful Admirer

A Question from a Thoughtful Admirer

Posted on: July 16, 2010

Dear Push Button,

What is it that makes a radio ad successful? How can I develop content that makes people recognize and remember MY radio ads? Please help...I lay awake at night with worry that my advertising messages aren't being received!

Sincerely,
Miss Undastood

Dear 'Undastood',

Since radio relies heavily on only one of your five senses, it's only natural that we at Push Button spend a lot of time making sure that your ad says the right thing. Here are a couple of the key components that we look into when creating a message that will captivate your target audience.

-Selecting the right words. Since we can't see the juicy burger (or car, or decorative-wall-mounted-singing-fish) you're selling, the verbiage really needs to paint the picture.
-Draw them in quickly. You've only got a short window of time to capture the audience before the tune you out. you don't have to have explosions at the beginning of EVERY ad, just something enticing.
-The power of compelling audio! Since a lot of radio listening occurs in the car when you're alone, radio is in a unique position to really appeal to people's emotions. Use this to your advantage by setting the right tone for your ad.
-Mention the brand! Seems like a no-brainer, but don't forget to mention the product frequently. We don't go by any hard and fast rule like some advertisers do. We just recommend that it's mentioned several times.

That's about as quick as we can sum this up...hope you sleep better now!