Believe it or not, the commercials that you hear on the radio are often times dissected, re-worked, re-arranged, re-worded and re-voiced several times before finally becoming the finished product that you hear every single day. Yes, there is a method to the madness of creating a quality radio commercial production.

But what is it?

The method really changes from commercial to commercial, but one thing always remains the same. Relate to the person listening to the commercial. One way or another, that message and offer needs to strike a cord with the target listener if its going to be effective.

Here are some tips to make your radio advertising campaign effective.

• Don’t over think it. People are passively listening to your message, make it clear and make it good. Putting 10 restrictions on something will lose the target quicker than you can say “call now”.
• Keep the offer good. Don’t skimp and offer 10% off something – make something FREE when they come in or call. I’m not telling you to go broke, but the better the offer the better chance you will have for that potential new customer knocking on your door wanting to get you what you offer.
• Advertise on a station your customers listen to, it may not be the “highest rated in the market”. It might not be your “favorite station” either. Ratings and demographics exist for a reason: to tell you who is listening to what.
• Look for frequency. It comes in many forms: Being on the air at the exact same time every day, or having enough message spread out over a set time frame. Frequency will be the key to your success.
• Don’t rely on bargain basement radio commercial production. If your commercial was created for “Free” or next to nothing or “thrown in”, chances are it will not be of the best quality. Spring for an outside production service to create your message. Having an effective commercial that stands out from day on will save you money in the long run and likely bring in more business.

Now that you know some of the inside things to look out for and be aware of when you venture into the world of radio advertising you will be better equipped to come away from radio commercial production with positive things to say and more money in your pockets. Radio can be an incredibly effective medium when used correctly.