There is no doubt one of the keys to any radio campaign is the effective use of creative.  It’s not only what you say but how you say it.  Let’s take a look at the many ways you can use to make a  radio commercial.

HUMOR

One of the most popular ways to use radio is by making a “funny” commercial. One of the benefits are you can create a truly memorable campaign. The downside is Comedy is tough. One man’s laugh riot is another man’s insult.  

So when do you use humor?  It’s a refreshing way to introduce a campaign or poke fun at a long lasting one.  But it’s hard to keep it tfunny hrough the entire campaign unless you have the writing skills of Larry David. So here’s the low down.  If you are brand new to the market or just to advertising on that particular radio station, you can launch your funny ad to grab attention.  Or have you been running the same ad for two years talking about the same thing?  Blow up your spot on the air. Make the demise of your old creative the butt of the joke and your ads will forever be listened to so ever closer forever. The listener will not know when you will do the same so they will stay tuned. It’s called shocking the Broca.

What kind of humor works best?- Mostly humor that pokes fun at yourself is the best to get attention, like the example above.  The second is poke fun at a lifestyle but not an individual group.  You can poke fun at wine drinking but careful you don’t mention wine sobs. They may take it personal being the snobs that they are.  And just about anything punny with you name tends to annoy unless the name itself is funny to begin with. Like Butz Auto Group.  Keep the “bar rule” of comedy in mind. The joke is funny the first time.  So don’t keep the same lame or great joke on the air for too long.  Everyone enjoys it less if they know the punch line.

Humor is difficult but can be most effective to get your message heard for the first time or even the last time.

TESTIMONIALS

This refers to ads when actual customers get on the air and preach about how great your store or product is. The theory behind this style is it combines the two best forms of advertising. Word of Mouth and Radio. It can be most effective but it is also a bit risky.

To be effective with testimonials you must keep in mind two things-The credibility of your speaker and the message. If your client is well known then it borders on endorsement, which is a whole other category. But if your person is more of a “typical’ customer his or her testimony can be just as effective. But be sure you stress the person’s credibility and then make their words natural.  

To check to be sure you testimony rings true, give it the dinner table test. No one at a dinner table would make the comment (in staccato no less) “Bob’s restaurant has been family owned for thirty five years.”   However, they might say something like “I was at the new place by the Walmart its called Bob’s and it was so much fun. First I met the cute grand daughter of the owner and then his son came out and the mother. It was so cute and the prices were decent and the meatballs were out of this ……”

To get the best testimonies, ask some of your enthusiastic customers to come with you to the radio station next time you record a spot. Then ask the producer at the station to record a conversation between the three of you.   You will be amazed at the magic words that will come out singing your honest praises. You also will have a customer for life who thanks you for including him

SALE! SALE! SALE!

So you are having a sale and you need to scream it out to everyone. You just have to tell everyone how much is for sale and how ridiculous the prices will be. Well you are the first one ever to do this so a whisper should do. No actually this type of advertising is some of the worst out there because it lacks a compelling reason other than price to get over to your store. Therefore doing more long-term damage then you realize.  Now granted there are times when you need to raise some quick cash and a blow out sale is all there is to do. But there are still ways to achieve your goal without yelling “get in now or we will come after your first-born. “

Make the sale and the ad copy salient to your core consumer. For example, try this ad:

“We here at the Fishing Pros noticed that a lot of the visitors in our store look really funny at our tie your own flys section. We know it kinda looks like a picnic gone bad. But then something interesting happens to our curiosity seeker. They shake their head and leave. Have you ever done that?  Well we’d like to invite you back to Fishing Pros and here’s our incentive.  This weekend we have told all of our employees they had to give up fishing this weekend to teach you how to tie your own. So here’s the deal on Saturday –all day. We are giving free fly tying lessons to anyone who buys a…..”  You get the picture. Or as I like to say, with an ad like that you have them hooked.

Also notice how the words in my ad are not grammatically correct but sound the way real people talk?  Mark Twain was a master of dialect that helped him turn good stories into classic literature. Use your listening skills in your store. Listen to what your best customers say and how they say it. You might find a great ad just purchase a $200 fly rod from you!