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Did I make you look? Did I make you wonder, “What the schnizzit?”
Your radio ad needs a good headline. If you don’t give it one…nobody will hear the rest of the ad. But to the novice radio ad copy writer, or to the advertiser, you want to start your radio ad like this…
“ABC Horseshoeing has been in business since 1870. They can handle all of your horseshoeing needs…”
I’m not saying the title of my blog post is a great headline, but it’s to make a point. The headline is about YOU. It’s telling YOU how YOU could possibly benefit. It’s not about a company or a product.
Because you don’t know any better, you’ll feel like you have to put your business name up front and center. After all… you’re paying for the advertising… why wouldn’t you put your business name right at the beginning and then another 19 times throughout the ad! But wait. Stop. Don’t do it. Why?
What does a radio listener (or any consumer for that matter) truly care about? Do they care about you, the business owner? Do they care that you want to make more money? Ummm, no. They couldn’t care less. They have other shit to worry about. They have a life. And they’re trying to get ahead. They’re worried about surviving and thriving. They’re definitely not worried about you and your business.
Not to be harsh… but it’s the truth. And by understanding the TRUTH and understanding a little bit about why people do the things they do, you’ll be able to start advertising to your prospects in a much more effective manner.
So, start your radio ad headline with a statement or a question that engages the radio listener. Say something about THEM. Say something that doesn’t automatically alert their brain to the fact that they’re listening to a radio ad. You should be informing people about things they didn’t know about. Teach them something. Make them go, “Hmmm, I didn’t know that.” Now, you’re setting yourself up as a potential “expert” in their minds.
You should also be entertaining a radio listener. They’re listening to the radio for entertainment. So, if you want to keep them engaged, then you better add some drama, humor, fun, etc. into your radio commercial. Another great way to entertain is by storytelling. We all love stories. As long as it’s actually interesting and it doesn’t feel like you’re force-feeding us a story. It needs to be relevant.
Whatever your headline, story, or humor in your radio ad… it better be guiding a listener all the way through the ad to a defining “aha” moment at the end. Which is where the advertiser finally becomes the star or the hero. You’re a problem solver. So, bring up a problem… and then be the solution. A better solution than your competition.
Another great way to critique your radio ad is to ask “So what?” to yourself after every line you read. Is it a valuable phrase? Or is it a cliché piece of garbage that will give the radio listener’s brain permission to stop listening to the ad you’re paying for?
Before you even consider mentioning your business name in your radio ad… you need to provide VALUE first. To make your radio advertising more effective, you must prove to the listener that they could possibly benefit by listening to your ad. Or entertain them while you weave your way unpredictably towards the defining “hero” moment where YOUR BUSINESS is the one who can either improve someone’s life or solve a problem for them.
To improve your lackluster advertising:
It’s NOT about who can shout the loudest.
It’s the opposite.
It’s who can SEDUCE and PERSUADE… the deepest.
And that all starts with a headline that is NOT about the advertiser.
Have a great day!
Duane Christensen
SIOUX FALLS RADIO ADVERTISING blog
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