The Most Powerful Radio Spot You Could Ever Have . . .

 

For all the work I do, I mostly write, voice and produce radio commercials. Although I enjoy the acting part of it, I've known for a long time that the most powerful radio commercial you could ever have involves someone else.

Many clients think that no one knows their business like they do.  That's why you hear so many business owners doing their own commercials.  Most of them do it poorly.  Radio is a very powerful medium, and it allows you to make an emotional connection with your future or present customers.  But you're not going to make that connection by going on the radio to say you can "take care of all your aluminum siding needs."  If your commercials do not make a connection with the listener, YOU ARE THROWING AWAY YOUR MONEY!

Do you know how many radio commercials are produced with little or no thought given to them at all?  At least 90% of radio commercials are done "on the fly".  Now, how does that help you grow your business?

OK, so what's the most powerful radio spot you could ever have? It's your customers talking about your store or service.  Yep, real testimonials from real people.  That's not something that can be done at the last minute.  But if it's produced with some thought - the results are simply amazing.

Do you want folks to TALK about your store or service? Do you want them to REMEMBER your phone number? Do you want to create POSITIVE feelings about what you sell?   Do testimonial advertising.

Some hints - record your customers live, not over the phone, and have them interviewed by someone who has done it before.  Otherwise, you might lose an important gem that could be just the thing to make the commercial sing.  And don't forget to show the human side of your customers.  Getting them to laugh is great.

If you're ready for true results,  and you'd like to explore this idea further, contact me. 

Thanks for reading.

--Ron Harper December '04

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