Radio - Debra Kahn Schofield

When you place a radio ad, you're speaking to a captive audience - the listener has to take an action (actively change the station) to pass by your ad. Because listeners are often sitting alone (frequently in their cars), speak to them like you're having a one-on-one conversation. Address them directly, and your message will get across.

Use these tips to learn more about what it takes to use radio successfully.

- A good radio ad doesn't differ greatly in structure from any other type of ad. Begin with a headline - in this case, a strong opening line that tells the listener what you're going to tell them. Then tell them. Then finish by telling them what you've already told them. End your ad with a call to action - buy our product, read our magazine, call now, etc.

- On radio, you need to keep your message simple and focused. Choose one theme and stick to it. Remember that it takes longer to say something out loud than it does to read it. The average 30-second radio spot contains only about 70 words. Mention your company name at least three times in those 30 seconds.

- Different radio stations require different types of ads. In "Guerrilla Advertising," Jay Levinson identifies two basic types of stations. "Background" stations are on in the background and are typically music stations that are listened to passively. "Foreground" stations require active listening. They would include talk radio, all-news radio, call-in shows, and the like. Make your ad sensitive to the format to keep the listener's attention - don't use a "voice-only" ad on a music station; don't put a country and western jingle on a classical music station; and don't use a music-driven ad on talk radio.

- You have two basic choices when it comes to creating a radio ad. You can provide a script and have it read by the announcer. Or you can provide a tape. If you choose the latter, have a professional announcer read the copy; and consider using background music or sound effects as a way of making the ad stand out.

- If you're using a script, consider placing your ads on the show of a well-known radio personality. By having the personality read your ad, it will sound like a testimonial. And make sure the personality is familiar with your product or service - send them a sample, if appropriate.

- Repetition is very important in radio, because it takes several airings for the listener to become familiar with your name and product or service. Frequency helps you break through the clutter.

Marketing Myth!

Myth: Marketing should be change regularly to keep it fresh and new.

Truth: The longer that solid marketing promotes a product or service, the better. Create marketing plans that can guide their efforts for five or ten years, even longer. How long have people been in good hands with Allstate? How long have Rice Krispies snapped, crackled and popped? Do you think these marketers would be more successful if they kept changing the marketing around to keep it fresh? I think not.

Twelve Words To Live By...

1. COMMITMENT: You should know that a mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment. Commitment makes it happen.

2. INVESTMENT: Marketing is not an expense, but an investment -- the best investment available in America today -- if you do it right.

3. CONSISTENT: It takes a while for prospects to trust you and if you change your marketing, media, and identity, you're hard to trust. Restraint is a great ally - Repetition is another.

4. CONFIDENT: In a nationwide test to determine why people buy, price came in fifth, selection fourth, service third, quality second, and, in first place -- people said they patronize businesses in which they are confident.

5. PATIENT: Unless the person running your marketing is patient, it will be difficult to practice commitment, view marketing as an investment, be consistent, and make prospects confident. Patience is a virtue.

6. ASSORTMENT: Know that individual marketing weapons rarely work on their own. But marketing combinations do work. A wide assortment of marketing tools are required to woo and win customers.

7. CONVENIENT: People now know that time is not money, but is far more valuable. Respect this by being easy to do business with and running your company for the convenience of your customers, not yourself.

8. SUBSEQUENT: The real profits come after you've made the sale, in the form of repeat and referral business. Don't ever think marketing ends when you've made the sale. You should know that's when marketing begins.

9. AMAZEMENT: There are elements of your business that you take for granted, but prospects would be amazed if they knew the details. Be sure all of your marketing always reflects that amazement. It's always there.

10. MEASUREMENT: You can actually double your profits by measuring the results of your marketing. Some weapons hit bulls-eyes. Others miss the target. Unless you measure, you won't know which is which.

11. INVOLVEMENT: This describes the relationlship between you and your customers -- and it is a relationship. You prove your involvement by following up; they prove theirs by patronizing and recommending you.

12. DEPENDENT: Your job is not to compete but to cooperate with other businesses. Market them in return for them marketing you. Set up tie-ins with others. Become dependent to market more, spend less.

Jay Conrad Levinson