News > Headlines


Adam's Advice: Tips for a Great Radio Ad

The ability to zero-in on your target audience and be highly-flexible make radio an attractive advertising medium. But the short message life, lack of visuals and clutter of radio advertising also make it a challenge. So, in order to make radio a success, make sure your commercial is great!

Here are a few tips:

1. Identify your agency's name early in the commercial. A clever ad is entertaining, but you want the listener to remember YOU! So be sure to mention your agency name in the beginning to establish your identity.
2. Identify your agency's name often in the commercial. Repetition is key, especially in radio, with no visual reinforcements. A good rule of thumb is to mention your agency name at least 3 times in a 30-second commercial and at least 5 times in a 60-second ad. It's also best to mention your agency at the end of the commercial as the listener often remembers the last thing they hear.
3. Promise the listener a benefit early. Along with your agency's name, it is important to tell your audience early-on, the benefit they will receive from using your services. Be specific and get to the point quickly.
4. Keep your ad simple. Radio is not the place for long drawn out copy. Give the listeners one or two important benefits at a time. This allows the audience to focus, and your ad will be more memorable and effective.
5. Make it informative. With minimal words, tell listeners the services you provide, how qualified your staff members are, and how they can apply for your services. The purpose of the ad should be to tell enough about your agency to peak their interest and then provide a clear and simple way to contact you.
6. Have a senior radio personality read your ad. If there is a radio talk show personality that seniors enjoy listening to, have them read some of your ads! This is a great option, as the audience already knows and trusts the personality, giving your ad greater credibility. You can have the announcer either pre-record the commercials or read them live on-air.
7. Offer something FREE! As with every other type of advertising, people respond best when you offer them something of value for free. Give away a free home care services brochure, in-home consultation or other valuable offer. Be sure to instill urgency and provide an easy way to respond (i.e. Call 555-1234 NOW and receive a free in-home consultation!)