Your Radio Headline

Sioux Falls Radio Advertising blog…

Your Radio Headline

“It all starts with the snotty noses and green boogies.”

“I talk trash all day long.”

“Chainsaw juggling…”

“We have some fantastic sewing machines that are barely street legal.”

Image courtesy of "Ian Kahn" / FreeDigitalPhotos.net

Image courtesy of “Ian Kahn” / FreeDigitalPhotos.net

“When your car gets a case of the crinkles…” 

“What did the dog psychologist say to the dog patient?”

“Every year, there are more than 40,000 toilet-related injuries in the U.S…and I hope I’m not one of them this year.”

THESE are just a few radio ad headlines from past ads that my clients were daring enough to go with. They may not seem “daring”…but you wouldn’t believe how “SAFE” most business owners want to play. And if it came right down to it, I bet you would hesitate for a minute (or a week) before you gave the OK on one of these headlines.

But you know what? A headline that catches people’s attention like these…is part of the formula. Yes. I have a formula. Or I think it’s about 4 or 5 different radio ad formulas. Subconscious though. I wouldn’t now how to even explain them.

For example…

I don’t even remember why chainsaw juggling came to mind…but it caused me to compare chainsaw juggling to all of the things small business owners juggle every day.

I pictured in my mind what a smashed up car looked like. It was crinkly. So…that’s where the “crinkles” line came from for the body shop ad.

And what better way to lighten up a “psychology conversation” than with a dog psychologist joke?

I’m not a good organizer…I’m not a list maker…I’m not an accountant… so I think that makes me better at some of the creative stuff. Of course, I still have lots to learn. Even though I’ve been writing radio ads for about 9 years, I can see how I improve year after year. If you don’t strive to improve and learn consistently, you’ll get left in the dust. I don’t plan on getting left in the dust, I plan on being ahead of as many marketing people as I can. But… (I’m off track) back to the HEADLINES!

Don’t be afraid to be different with your headlines. They’re like the ad for the rest of your ad. If you don’t hook’em at the beginning…you’re screwed. And then…keep ’em interested all the way through. Don’t bore us to tears with the rest of the ad. Tell me something I don’t know. Tell me something that could cause me to make a new decision based on new information. Then wrap that around strong words and voices and inflections and realness and sincerity. A bit of humor doesn’t hurt once in a while either (but don’t go overboard – most national advertising is all humor and no selling – big fat wastes of money).

So, that’s the end of this hodge-podge blog post. Maybe my headlines I listed could give you a few sparks of your own. Just don’t be too “safe” with your headlines and your advertising in general. Being too “safe” is what will let your competition pass you by.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

(I work for Results Radio Townsquare Media – call me)  🙂

605-940-7984

duane.christensen@results-radio.com

8 radio stations – radio commercial writing and production – strategy – sales – yada yada yada (whatever is right for you…that’s what we’ll do)

Of course you have questions. Rates? Cost? Stations? Just ask.