< P > M o s t s m a l l b u s i n e s s e s d o n o t h a v e a h i g h p o w e r e d a d v e r t i s i n g a g e n c y t o p r o d u c e a w a r d - w i n n i n g r a d i o c o m m e r c i a l s f o r t h e m . M o s t a w a r d - w i n n i n g r a d i o c o m m e r c i a l s w i n f o r t h e w r o n g r e a s o n s a n y w a y . < / P > < P > R a d i o c o m m e r c i a l s s h o u l d s e l l t h e b e n e f i t s ( n o t f e a t u r e s ) o f y o u r b u s i n e s s / p r o d u c t a n d s h o u l d b e o n t h e s a m e p a g e w i t h p r i n t , T V a n d b i l l b o a r d . A m a j o r p r o b l e m i n b u s i n e s s a d v e r t i s i n g t o d a y i s t h e l a c k o f c o o r d i n a t i o n o f a c a m p a i g n w h e r e a l l m e d i a a r e t a r g e t i n g t h e s a m e m e s s a g e . T h e n e w s p a p e r a d s a y s o n e t h i n g a n d t h e r a d i o c o m m e r c i a l d o e s n ' t s e e m t o f i t a n y w h e r e . W a s t e d m o n e y . H i t ‘ e m w i t h t h e s a m e m e s s a g e a c r o s s t h e b o a r d a n d y o u i n c r e a s e y o u r r e a c h . < / P > < P > R a d i o c o m m e r c i a l s a t s m a l l e r r a d i o s t a t i o n s a r e t y p i c a l l y c r e a t e d b y t h e r a d i o s a l e s p e o p l e o r t h e a n n o u n c e r s . I n m o s t c a s e s , n e i t h e r a r e t r a i n e d a t s e l l i n g b e n e f i t s . I t ’ s y o u r m o n e y a n d y o u s h o u l d n ' t s p e n d i t o n a m a t e u r i s h a n d / o r t o t a l l y i n e f f e c t i v e c o m m e r c i a l s . < / P > < P > T h e b i g g e s t m i s t a k e m a n y b u s i n e s s p e o p l e m a k e i s l e t t i n g t h e s t a t i o n s t a f f c o m e u p w i t h t h e c o m m e r c i a l c o p y a n d f i n i s h e d p r o d u c t . W h e n t h e y p l a y i t f o r y o u , y o u c a n t e l l t h e y r e a l l y l o v e i t . T h e y w r o t e i t , m a y b e t h e y v o i c e d i t . I t ’ s m e , m e , m e . T h e y l o v e a l l t h e f u n t h e y h a d m a k i n g i t . T h e y d o n ' t k n o w s q u a t a b o u t s e l l i n g b e n e f i t s . < / P > < P > E f f e c t i v e r a d i o c o m m e r c i a l s R e m e m b e r T o m B o d e t t f o r M o t e l s i x ? A g r e a t c a m p a i g n , i t w a s T o m d e l i v e r i n g t h e b e n e f i t f o r s t a y i n g a t t h e m o t e l w i t h a l i t t l e m u s i c i n t h e b a c k g r o u n d . A w a r d w i n n i n g . A n d M o t e l S i x b u s i n e s s s h o t o f f t h e c h a r t s . B e n e f i t s s e l l . Y e t f e w l o c a l r a d i o p e o p l e w o u l d b e c o m f o r t a b l e w i t h a s t r a i g h t v o i c e T o m B o d e t t s t y l e a d . T h e y w a n t y o u t o f e e l l i k e y o u a r e r e a l l y g e t t i n g s o m e t h i n g f o r y o u r m o n e y . s o t h e y p r o d u c e a g r a n d s c a l e d u d . < / P > < P > H e r e a r e B I G M i k e ’ s t i p s f o r b e t t e r c o m m e r c i a l s < / P > < P > D o n ' t D o I t Y o u r s e l f Y o u m a y b e a b l e t o w r i t e i t , a f t e r a l i t t l e p r a c t i c e , b u t d o n ' t g e t f o o l e d i n t o t h i n k i n g y o u c a n d o i t b e t t e r t h a n a p r o f e s s i o n a l a n n o u n c e r . T h e r a d i o p e o p l e w i l l w a n t y o u t o v o i c e i t b e c a u s e s o m e o f y o u r f i e n d s w i l l t e l l y o u t h e y h e a r d y o u o n t h e r a d i o a n d y o u w i l l b e c o n v i n c e d r a d i o w o r k s . P h o o e y . T h a t ’ s a n o l d w a y t o s e l l a d s . T h e h i g h p o w e r e d a d a g e n c y w o r k e d w i t h D a v i d O r r e c k f o r s e v e r a l d a y s t o g e t t h o s e v a c u u m c l e a n e r c o m m e r c i a l s t o s o u n d l i k e o n e - t a k e s . < / P > < P > A v o i d t w o - v o i c e " s l i c e - o f - l i f e " a d s M a n y a r e m a d e b y d r a g g i n g t h e r e c e p t i o n i s t i n t o t h e s t u d i o t o p l a y t h e w i f e o r m o t h e r a n d t h e r e s u l t i s s o m e t h i n g t h a t s o u n d s l i k e t h e j u n i o r h i g h s c h o o l d r a m a c l a s s m a d e i t . < / P > < P > S t e e r c l e a r o f c h a r a c t e r i z a t i o n s T h e l a s t o f t h e g r e a t c h a r a c t e r a c t o r s o n r a d i o w a s M e l B l a n c a n d h e d i e d 2 0 y e a r s a g o . A n 1 8 y e a r o l d k i d t r y i n g t o s o u n d l i k e a c r u s t y o l ’ s e a c a p t a i n d o e s n ' t g e t i t . < / P > < P > D o n ' t t r y h u m o r - i t a i n ’ t f u n n y R e m e m b e r t h e m a i n r e a s o n t o a d v e r t i s e , W I I F M , W h a t ’ s I n I t f o r M e , t h a t ’ s w h a t t h e y w a n t t o k n o w . S e l l b e n e f i t s . T a k e a p o l l , n o o n e c a r e s a b o u t a c u t e s y c o m m e r c i a l , t h e y c a r e a b o u t w h a t ’ s i n i t f o r t h e m . Y e t , e v e r y r a d i o s t a t i o n i n t h e c o u n t r y h a s a t l e a s t o n e w o u l d - b e B o b H o p e w h o t h i n k s h e c a n o u t - f u n n y t h e p r o s . I t d o e s n ' t w o r k . C o n s i d e r h o w y o u f e e l w h e n y o u h e a r o n e o n t h e r a d i o . I t s u r e d o e s n ' t e x p l a i n w h y y o u s h o u l d v i s i t t h e s t o r e , u n l e s s i t i s t o p u n c h o u t t h e o w n e r f o r b e i n g s o s t u p i d . D i t c h t h e l a m e h u m o r f o r r e a l s u b s t a n c e < / P > < P > 9 0 S e c o n d s i n t o 3 0 W o n ' t G o . T h e p o w e r o f t h e p a u s e i s i m p o r t a n t i n r a d i o c o m m e r c i a l s . T o o m a n y r a d i o p e o p l e t a k e y o u l i t e r a l l y w h e n y o u t e l l t h e m w h a t y o u w a n t i n y o u r c o m m e r c i a l a n d t r y t o g e t i t a l l i n o n e a d . I n s t e a d , a s k t h e m t o c r e a t e s e v e r a l t h a t w i l l r o t a t e o n t h e a i r . T a k e y o u r t i m e t o e x p l a i n t h e b e n e f i t s . < / P > < P > D o n ' t b u y a n y t h i n g l o n g e r t h a n 3 0 s e c o n d s S o m e s t a t i o n p r i c e 6 0 s d o u b l e w h a t t h e y c h a r g e f o r 3 0 s e c o n d s , o t h e r p l u s u p t h e 3 0 r a t e b y 2 0 o r 2 5 p e r c e n t . E i t h e r w a y , y o u d o n ' t n e e d a 6 0 . M a k e t w o 3 0 s a n d g e t m o r e e x p o s u r e a n d s a v e m o r e m o n e y . H e c k , i f y o u c a n s a y t h e e n t i r e L o r d ’ s P r a y e r i n 2 0 s e c o n d s , y o u c a n s u r e s e l l y o u r b e n e f i t s i n 3 0 . < / P > < P > A s k f o r a n o u t - o f - m a r k e t v o i c e T h e s e d a y s w i t h e m a i l a u d i o a t t a c h m e n t s , m a n y r a d i o s t a t i o n s s h a r e v o i c e s a r o u n d t h e c o u n t r y . Y o u c a n g e t a v o i c e t h o u s a n d s o f m i l e s a w a y t h a t w i l l d o a d s o n l y f o r y o u . I n t u r n t h e s t a t i o n a n n o u n c e r w h o w o u l d h a v e d o n e y o u r a d s , d o e s o n e f o r t h a t s t a t i o n , a n e v e n t r a d e . T h e e x c h a n g e t a k e s o n l y s e c o n d s , n o o n e d o e s a n y m o r e w o r k a n d t h e c o s t t o t h e a d v e r t i s e r i s z e r o . < / P > < P > B e s u r e y o u r r a d i o a d s s e l l t h e s a m e b e n e f i t s a t t h e s a m e t i m e a s y o u r n e w s p a p e r , s h o p p e r a n d o t h e r p r i n t a n d b i l l b o a r d a d s . P l a n y o u r a d v e r t i s i n g w e l l i n a d v a n c e , j u s t l i k e t h e o t h e r p a r t s o f y o u r b u s i n e s s . < / P > < P > F o r m o r e a b o u t a d v e r t i s i n g , g e t m y a r t i c l e " C a b l e A d s 5 B u c k s ! " S e n d a b l a n k e M a i l t o M a i l T o : C a b l e A d s @ B i g I d e a s G r o u p . c o m < / P >
Author: Mike McDaniel
Author Bio:
Mike McDaniel
BIG Mike McDaniel is a former successful radio station owner and major market TV News anchor and nationally recognized Speaker, Author, and Small Business Consultant.
Big Mike has authored four books and hundreds of articles and publishes a sales magazine. He is the founder of the BIG Ideas Group, a marketing and management facilitator for small business growth through seminars, MasterMind Idea Exchanges, focus groups, distance learning, sales training and operational strategies.
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