The radio commercials were first broadcast in the early 1920s. They were known as "subscriptions", and a single advertiser sponsored an entire radio show. Nowadays, most of the commercials on the radio are made up of advertisements, lasting 30 to 60 seconds, very similar to those that are broadcast on television. Use these steps to make an effective radio commercial.
Steps
Step 1. Decide what you intend to focus on in your commercial
Choose 1 or 2 products to broadcast in your commercial. For example, if you have a furniture store, focus on the quality or affordability of your mattresses. The more specific your ad is, the more likely listeners will remember it when they think about that product
Step 2. Collect creative ideas
Come up with 5, 10 or even 15 different ideas with your advertising department. If your business doesn't have such a department, talk to your best employees or friends and review ideas for the commercial. Creativity may be somewhat limited on the radio, but that doesn't mean you can't have original ideas
Step 3. Write the script
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Start with an attention-grabbing phrase. It is very important to be able to hit immediately in a radio commercial. If a listener is not interested, they will likely change stations, tune in to an ad-free one.
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Combine emotional and logical elements together. A direct commercial, in which only facts are presented, will not impress many listeners. Creating a mix of factors and logical demands is the most effective way to attract listeners. For example, a half-price sale of smartphones is clearly a great deal, but the message could become more effective if the ad talked about the importance of having a smartphone to share photos with your grandmother.
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Don't fill the ad completely. Don't overload your ad space. A listener overwhelmed by too many words will almost certainly be distracted.
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Make a good offer. You may have created a beautiful radio commercial, but if you have nothing good to propose, it will not have the desired effect. Make an engaging offer that leads listeners to consider your product.
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Include the answer to the question "What do I get from it?" Listeners will want to know why they should try your product. If they don't find an answer, they will move on. Offer an answer that can solve people's problems.
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Step 4. Look for a nice narrator
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Hire someone or ask a friend in a voice suited to the radio. These are usually low-pitched, strong and intense voices. In some radio spots, there are high-pitched, loud narrative voices, to try to attract more attention. The choice between a reassuring voice and a shrill one depends on the type of commercial you are doing.
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Step 5. Go to a recording studio
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Record your commercial in a rental studio to get the best possible product. Audio quality is quite important on the radio, because hearing is the only sense involved. If the voice is overwhelmed or muffled, no one will listen to the commercial and you might as well lose some money.
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Step 6. Mount the spot
- Reduce the spot until it is within the allotted time. Radio stations are usually quite strict on this aspect. If you have 60 seconds of ad space, your ad should be 60 seconds long.
- Add some sounds to improve the final result.
Step 7. Buy advertising space
Advice
- Remember that time is precious when it comes to radio commercials, so try to avoid overly long scripts that could take away valuable time.
- Reread the script several times before entering the studio. The recording studio is usually rented for half an hour periods, so if you can finish it quickly you will save money.
