3 Easy Ways to Make a Radio Spot Stand Out Among Competitors

A common goal for businesses across all industries is expanding their customer base. This is even more critical in the digital era where enterprises have increased competition. Radio advertising is still among the most effective advertising tools if you want to reach a large audience. This is why some industries are still partnering with radio ad companies as part of their marketing strategy. The following are three ways to make your radio ad stand out from your competitors.

1. Use a Professional Production Company

Your target audience will not trust your company if the ad lacks professional experience. Listen to some radio ads and deduce the difference between companies that worked with qualified audio production professionals and those that did not. Only play ads with a high production level. Use higher-quality voiceover talent experienced in radio advertising. If possible, the person you work with should reference successful campaigns done in the past.

The music used in the spot can make the ad stand out. Often, most people overlook the significance of sourcing quality sound effects and background music. Using stock sites is a cost-effective and straightforward way of getting quality audio without worrying about licensing compliance.

2. Get to the Point

Most radio ads run for 30 seconds, but you have the first two or three to capture the listener’s attention. The ad has to appeal to the audience with its first sentence. Try and deliver your message as quickly as possible and in a manner that will grab your listener’s attention without offending them. Treat the ad like an elevator pitch. You can start by asking questions and keeping the sentences easy to understand and short. Write concise, straightforward, and easy-to-understand sentences. If you’re having problems with the script length, use 16-point Times New Roman font, double-spaced, in all caps. A half-page in this format is usually 30 seconds long.

3. Include a Distinct Call to Action

After presenting your case, do not forget to notify your potential customers about how they can access your product or service. Always include a ‘call to action’ for people to make a call, visit a website, or visit a specific place at a specified time. The details of the ad should outline essential facts on the subject. You can repeat the date, address, or number to help the audience remember your product or service.

If everything is in order online, repeat the website in the ad and leave the rest to the site. Do not forget to include a web address in your ad and make the contact info easily accessible on the website. As a rule of thumb, the web address should be easy to remember and include the company name. If the custom URL is difficult to spell or pronounce, it will be difficult to remember. Reconsider creative spellings or hyphens.

Implementing all these practices is a recipe for effective radio advertisements and will help a company’s radio spot stand out among its competitors.

Brett Sartorial

Brett is a business journalist with a focus on corporate strategy and leadership. With over 15 years of experience covering the corporate world, Brett has a reputation for being a knowledgeable, analytical and insightful journalist. He has a deep understanding of the business strategies and leadership principles that drive the world's most successful companies, and is able to explain them in a clear and compelling way. Throughout his career, Brett has interviewed some of the most influential business leaders and has covered major business events such as the World Economic Forum and the Davos. He is also a regular contributor to leading business publications and has won several awards for his work.