Seven years ago, Geoff Bate wrote a blog entitled "The Top Ten Ways Clients Waste Money on Radio Advertising." Based on the title, you might assume that it was an anti-radio advertising rant. But Geoff's business is built on creating effective radio advertising. And while you might not agree with everything he said, his article struck a chord with more than a few members.
Truth be told, I hear ads running on our stations that make me cringe. Good chance you do, too. But they're not our accounts and there's not much we can do about it. But for the sake of calling them out, what are some of the things radio advertisers are doing--or not doing--that amounts to wasting their money? In other words:
What are radio advertisers NOT getting right, and how would you go about fixing it?
Please share your observations in the comments below.
This could be an entire book. But, to pick just one problem? Radio advertisers do not understand how to tell stories that resonate and elicit a response. No focus. No single story. No emotional charge. Just blather. An inability to comprehend what engages a listener and makes him or her respond. And this is often enabled by radio professionals who are either equally ignorant, or cower at the prospect of guiding the project for fear of angering the advertiser. A single, emotionally evocative story told well can make the phone ring like crazy.
How would I fix it? Until radio solves its own inbred dysfunction and is willing to invest in training its talent, one client and one commercial at a time is the realistic way. But, if time and money were no object? Open an agency that specializes in fixing lousy radio that proves its efficacy by running radio commercials for itself.
From Mj Hart: I had a client who insisted on doing their own ads for years, and they were AWFUL. I finally gathered up the courage to be honest with them and produced an ad for them. I invited them to the station, took them into the production studio and laid the groundwork of it's my job to make sure their dollars are being utilized in the most effective way. I played their ad in the studio, and then played my ad and asked them what they thought. They said there was no comparison, and could I start doing all of their ads for them. Success. I was nervous I would offend them but they realized I truly looking out for their best interest. Their old ads are still running on competitors stations and would make anyone turn the dial just to not have to listen to it.
Whaty are Radio Advertisers Not Getting Right?
Bad Ads like
"We are friendly and dependable..."
"Conveniently located"
Using phone numbers nobody remembers
Using street addresses nobody remembers (Locations are more effective -across from, next to, at the corner of)
"In business for..."
Any radio commercial that is all about the advertiser and not the customer. Use the "Who Cares" Test
Predictability = Boring and ineffective
and I agree with MJ Hart - advertisers whose ego overrides effectiveness and insist on voicing their own ads
They need good commercials: Creative, attention grabbing, with W.I.I.F.M's for the listener (Whats In It For Me)
AND promote their website - radio is the best SEO out there
Businesses expect results from their radio investment. Radio sales reps need to learn how to write well, put some starch in their britches and coach and counsel their client to have a compelling and effective message on-air.
