4 steps to bring your radio ads to life

To create a radio ad your listeners will follow up on, strategically capture their attention and consider how you’ll present your value proposition.

It can be challenging to reach customers who are constantly on the go, so businesses need to get creative. One way to do so is to integrate their messaging into their customer’s daily habits.

That’s where radio ads come into play. For advertisers looking for a low barrier to entry, radio ads can get your product or brand in front of millions of relevant listeners for a low cost.

However, in order to execute an effective radio ad campaign, you must make the right strategic decision when creating your next jingle or ad.

In this post, you’ll discover how to create a memorable radio ad that will increase awareness for your brand.

Using radio ads to drive brand awareness

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Radio ads have been around for so many years. You might be wondering, “Why are companies still turning to this age-old medium to reach their customers?” 

The simple answer: It works.

Radio ads are an effective way to engage passive listeners and expose them to your brand. Some companies use radio ads to drive sales, but the most common goal is to drive brand awareness.

Listeners are actively engaged with their music or talk shows. So, they are tuned in when your radio spot plays. Unlike social media where they could be passively scrolling, a radio ad is front-and-center — in their face and dominating the airtime and commanding the listener’s attention.

Besides, your customers are already listening to the radio. Why wouldn’t you try to reach them with this cost-effective form of advertising? According to Fit Small Business, companies that advertise on the radio spend between $200-$5,000 per week on average to execute a successful campaign.

Why? Well, their customers are actively listening to music and popular radio shows, making radio an effective way to reach them. According to Nielsen data, radio stations have a weekly reach that touches 93% of the 18+ audience, which leads TV (88%) and smartphones (83%). 

If you aren’t taking advantage of placements on these national or local radio stations, you’re missing out on the hordes of listeners that you could convert into potential customers.

If you execute your radio advertising campaign correctly, you can increase brand awareness for your company by making your product stand out top-of-mind for your customers.

However, it isn’t just as simple as throwing together an ad and assuming your sales will dramatically increase. You need to have the right advertisement, and that takes planning.

How to create an effective radio ad

Radio ad: woman recording in a studio

Ready for primetime? That’s what everyone always thinks. However, most companies rush into their first radio ad campaign without strategizing about how to set it up for success.

You can’t just cut your first ad and expect a great radio campaign to result. You need to put in the work and follow a plan based on other successful radio advertising campaigns.

Thankfully, there is a tried-and-true four-step plan that can help you get your next (or your first) radio advertising campaign off the ground.

By incorporating these steps into your radio commercial, you’ll be able to more effectively reach your target audience with a 30-second ad (or a 60-second radio ad) at almost any time of day.

1. Start with a hook

Engage your readers with a hook at the start of the ad. A hook is something untraditional that shocks or awes the readers in an attempt to draw them in. The hook gets their attention and provides enough information to make the ad spot memorable and engaging.

In this sample radio script for Pierre’s Gym, the ad starts with, “Lose weight, bulk up, feel good, look great! Whatever your goals, for Montreal’s best cardio, weights, personal training and more, Pierre’s Gym has got you covered.”

The phrase, “Lose weight, bulk up, feel good, look great!” acts as the hook, because the announcer immediately gets the audience’s attention with punchy copywriting. It’s a fast, energetic (and catchy) way to represent the value of joining the gym.

If you don’t integrate a hook into your radio ad, you risk losing your audience once your ad begins. Some listeners immediately change the channel when they hear a radio ad. However, the right hook can help you stand out and keep your listeners from spinning that dial.

2. Mention your value propositions

After you’ve hooked them, it’s time to sell your prospects with your ad.

The easiest way to do this is with a compelling value proposition about what your business can offer the listener. The best value propositions explains why your product is better than anything on the market and why the listener needs that value now.

In the above gym ad, the second sentence highlights Pierre Gym’s value proposition. It states, “With a combination of the latest training techniques and state-of-the-art equipment, our trainers will develop and implement a specialized regimen just for you, to guarantee the best results in the least amount of time.”

The ad focuses heavily on the gym’s ability to stand out with the “latest training techniques” and the “state-of-the-art equipment.”

These two unique value propositions begin to position the gym apart from some of the other competitors on the market, laying the foundation for a solid argument about why the consumer should consider buying a membership.

3. End with a call-to-action

Now that your customer knows why your product is better, it’s time to go in for the kill.

Tell them exactly what you want them to do with a call-to-action in your audio ad. The voice talent on your radio ad should conclude by directing them to a website or telling them to find your product in stores. 

The gym example ends with a compelling call-to-action for listeners to call them on the phone or visit their website to sign up.

No matter what type of call-to-action you or your advertising agency picks, it’s always good to have a unique code, special phone number, or a custom landing page set up for the campaign. This can help you with attribution when you’re trying to understand whether or not your ad was effective.

4. Tie it all together with an energetic voiceover

With the mechanics in place, it’s time to record.

Successful ads live or die by the voiceover you use. Find a voice actor who is energetic and can talk clearly. Add some sound effects to make your audio ad pop even more. Review your work and make sure you’re all set to go. (If you want to skip this step, it’s best to use an agency or take advantage of Decibel’s AI voice-driven ads to create a compelling voiceover.)

Finally, you can submit your radio ad to be prepared for placement on a popular radio station that your target market enjoys. 

Bask in your work and watch as your new leads, customers, and current clients come in to chat with you directly and learn more about your business.

Creating engaging radio ads

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Radio ads are a necessary part of your marketing strategy, but you need to execute them correctly in order to see a positive return.

To create an effective radio ad, start with a hook, mention your value propositions, end with a call-to-action, and tie it all together with an energetic voiceover.

Launch your next radio ad campaign with Decibel. Sign up today to begin crafting and placing the perfect pitch on the airways. By working with Decibel, you can take advantage of accessible voiceovers in local accents and AI-driven radio ads that are optimized for success. 

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