Listeners hear dozens of radio ads daily. They’re also bombarded with hundreds more advertisements on TV, online, in the mail, and outdoor signage on the way to and from work. So how do you create a radio ad that will cut through the noise and help you stand out?

As we’ve covered in the blog Getting Results Through Advertising, knowing who you are trying to reach is a critical first step in crafting the right message. Follow these radio ad best practices to create effective advertisements that capture your audience. 

Define Your Target Audience and Demographic

Once you’ve defined your key target customers, you’ll want to ask yourself the following questions:

• First, what's in it for them? Why will they want to remember your ad in a crowded field of others?
• Then, are you trying to reach the customer already purchasing your products and interested in your brand? Or are you trying to reach someone who isn't a customer but could be one in the future?

If you’re trying to appeal to an existing customer, the radio ad is, in some ways, easier to create because these people have already shown interest in your product and brand. This message could focus on a seasonal promotion or a sale price for a particular product or service.

Reaching listeners that could turn into future customers should use a different and more creative approach. Your ad should generate interest and educate listeners about your brand, product, and services.

Also, consider the age, gender, professional status, and interests of your target customer. This will directly affect the promotion or angle, the words you use, the tone, the timing, and the radio station you choose to run the ad.

Create simple and clear messaging

Many radio ads are guilty of being too complex — trying to cram as many details as possible into 60 seconds. Ads that are simple, clear, and easy to understand are best. This makes them easy to remember – and repeat. The simpler the message, the better chance the listener will think of your business when it comes time to make a purchase.

Jot down the primary and secondary messages you want to articulate in your ad, then narrow that list to two or three main points. Avoid being too clever. Focus on the high-level promotion details or how your business helps solve the customer’s problem.

Repeating the primary message is also recommended. Repetition ensures the message is understood and the information is heard correctly.

Make Your Message Worth their Time

Use these tactics to leave an impression on the listener with radio advertising. 

1.) Make It Interesting

Creating a simple and clear message doesn't mean it can't be interesting. If you create a message that grabs the listener's attention, they will likely absorb the information you're sharing. Avoid being like all the other ads you hear on the radio. Share a story, make a point, and be original.

2.) Create an Image in the Mind of the Listener

Your message should paint a picture in the minds of the listener. Share an experience of someone using your product. Have a long-time customer share a quick story of your service – or what sets you apart from the competition. If listeners can see themselves in the same scenario, they will likely come to you first when buying.

3.) Be Authentic

Remember that your customers and future customers are buying from human beings. Being authentic is one of the most critical ways to reach listeners. Connect with your listeners by sharing your brand’s uniqueness and passion. Sharing how your brand can help them solve problems or achieve goals will build trust and enhance your credibility.

Radio advertising examples

There are many creative types of radio advertisements, with each being subjective and customizable based on your goal. Here are a few of our favorites.

The endorsement

Having a radio personality tie their brand and lend their voice to your company quickly creates trust and a bond with your target audience. They are often well-known and trusted within the community, so this approach can increase engagement and expedite response. It also distinguishes your ad from pre-recorded ones that will be aired on the station. Think of on-air endorsements like influencer marketing. 

The Jingle ad

Whether you love or hate it, a good jingle will help listeners retain your brand and positioning. We all remember the words to songs we never intended to, hence the power of a well-written “song” with a catchy beat — or, as we say in the broadcast world, “a jingle.”

The Personified Commercial

Adding characters to your radio advertising strategy is another way to dramatize your message while making it memorable. The more relatable your character is, the more listeners want to find out what happens next, which means following along on the radio.

The testimonial

Trusting other human beings is hardwired into our brains, so we believe in other people more than we believe in advertising. Let your product users speak for your product themselves and do the selling for you through testimony.

The Sponsored ad

You can sponsor news, weather reports, traffic updates, or other types of regular programming. This often guarantees your spots air first in the commercial breaks, so you’ll reach more listeners before they have a chance to switch stations or tune out during long breaks.

Local Radio Advertising & Marketing in Minnesota

Keep your target listener top-of-mind, and you will be well on your way to reaching the right audience. If you follow these guidelines, you will pique the interest of your listeners. But if you need a little help, we’re here! 

Leighton Media is a media and marketing company based in St. Cloud, Minnesota, with over 60 years of experience helping businesses get noticed. Our experts can walk you through a customized radio branding strategy across any of our stations or formats. Let us turn you into a household name!