So you want to create a great radio ad? Start by identifying the problem or issue you’re trying to solve. Once you know what your objective is, break the plan into two categories: Creative and Media.

Your creative should identify what will result in the highest number of qualified leads. GRAB their attention with great creative and keep their attention! You can’t sell to the people that are ignoring you, so hone in on your consumer and give them great content.

Your media placement should target audiences that are most responsive to your product or service. By using high impact stations that speak directly to your consumer, you’ll get your message across. We all have our favorite “go to” stations where the DJs speak directly to us. We know them and we connect to them. They relate to our personal lives through the music they play and commercials they air. That connection provides us with a level of comfort and trust.

Now, more specifically, let’s look at some questions that could help direct your campaign.

Does your product or service:

1. Provide a benefit and/or solve a problem to the user?  Yes, of course, it does, so highlight the benefits!
2. Do what you say it does? Claims and testimony are key. Talk about the goodness of your product.
3. Stand out by comparison? Know who your competitors are and what they’re doing.
4. Offer a freebie?  Information is great; knowledge is power, but let’s face it, everybody loves free stuff.
5. Have an address? A telephone number? Let the customers know how and where they can find you. Consumers can’t buy your product if they can’t find it.

Measure your radio ad through the testing phase by knowing your cost per click, cost per lead, cost per conversion, etc. With this information in hand, you’ll be prepared to view the results and make informed decisions. Without it, you might just pull the plug on a profitable campaign.

Simply stated by CarlMarcucci, Managing Director/Senior Editor of RBR.com, “Radio continues to dominate the audio entertainment landscape, and out-delivers web, social networking or mobile usage.” Studies conducted by Arbitron continue to support this statement by recognizing the strength of radio in the marketing mix.

At The Radio Agency, our expert team will help you create a cost-effective program designed specifically for you. Result tracking will show you precisely what works and what doesn’t. If you’re committed to becoming more successful, then radio advertising is right for you.

Contact us today for a no-obligation consultation. Take the first step by calling 610-892-7300. Or click the “Contact Us” form our homepage at The Radio Agency, Inc. and submit your information.

Andi Lovett is the Controller of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website: TheRadioAgency.com