Radio Advertising and Social Media

I’ve noticed an increasing trend with briefs for radio advertising and commercials getting to air. Clients are trying to get plugged in to social media and want people to “follow” or “like” them on Facebook… or to follow them on Twitter and employ various hashtags to do so.

I have no objections to this, but I do have some questions and words of caution for those advertisers.

1. What is the OBJECTIVE of your advertising? What do you want people to DO?

If the objective is to get more people to follow you on Facebook, OK, that’s fair enough. But if your objective is to get people to do business with you, to buy your product or service, why are you sending them to social media? Sending them from an advert… to another advert. Why aren’t you inviting them to your premises… or the e-commerce website where they can buy the product or service from you?

2. Why should I “like” you?

Social Media Landing Page DesignerOne of the things I’m constantly reminded of in all the Radio Advertising training I’ve done over the years is that people really don’t care about your company, even your product or service, what they care about is their need at the time, and how your product or service answers that need. Advertisers are too close to their product and believe the mission statements their company drills into their heads about the core values and the mission statements. It might give THEM a warm fuzzy feeling. But Joe Public really isn’t that bothered. Of the 500 people that may “like” your page, of the few hundred thousand that the radio station reaches… how many will buy from you? Have you given them a good reason. I wont “like” you… I’m not that emotionally invested. But I might BUY something from you.

3. Are you willing to open up the conversation?

Twitter and Facebook are double edged swords. If your business is not doing great customer service the conversation will reflect that. Travelocity is where I go before booking a holiday or visiting a restaurant, and I take note of the reviews and weigh my options. So be careful how you use social media. The boss from a scuba diving company I work for is brilliant at handling the very rare negative reviews he gets on Travelocity. He acknowledges the complaint and he describes what steps he’s taking to rectify and legitimate concerns. If you’re willing to take the good as well as the bad, to be actively engaged on social media, then great… go right ahead.

4. Are you adding value to people’s lives

I did some work for a butchery in the UK and they have a Facebook page. It’s great! Packed full of useful ideas for recipes and with their latest offers. They add value and if I was close to their outlets I would probably “follow” them. But for their radio advertising we did not mention Facebook… the objective was to bring people in to the shops because of the very good deal they were doing on a pack of meat for the BBQ. Again it came down to the desired result of their advertising. It was not to add a thousand Facebook followers… it was to move meat off the shelves.

5. How are you using Radio and Social Media together?

Does this contradict what I’ve said before? I don’t think so. If you have special offers on the radio, make sure they’re on your Facebook page as well, and the landing page of your website (I don’t want to click around to find a special offer, it should be there when I arrive… thank goodness people have generally stopped using flash landing pages!!). People will find you! You MUST make sure you’re EASY to find. People will be looking for you after you’ve advertised on the radio, but STILL your first objective is to get them to do business with you.

I listen to radio whilst using my tablet. I hear something I’m interested in I may Google it, so be prepared. Let the chatter bring in more people. But please, please, consider first what you want your radio advertising to achieve.

So you want to be a Voice Over?

Originally posted on rushtononradio:

The way I was trained to present radio commercials to clients was to voice them down the phone…. Or in a meeting face to face. I normally tell them, “Look, I’ve not a voice over artist, we will use a professional, this is just to give you an idea of how it will sound. This particular client was down the phone. It was a Tommy Vance style read. I had the particular VO (Voice Over) in mind and he would do an amazing job. After presenting the client said “I want YOU to voice my ad.” I spluttered, excused myself, told him about the voice I wanted to do the ad… but still he insisted. I still have copies of the two ads I voiced and it reminds me of the nightmare.

Many people think it’s easy. You just speak into the microphone…. Surely!?

The reason I was so reluctant…

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If the answer is 30 seconds, what was the question?

Originally posted on rushtononradio:

My job as a radio advertising copywriter, in a nutshell, is this. Write radio advertising copy that translates into audio, that sells the client’s product or service. My job is not to entertain the audience, although I always hope that some of the ads I write will entertain. I want the client to be remembered (for the right reasons) and I want the ads to motivate the listener to action. The programming staff also want me to make sure that the listener doesn’t turn off their radio, or switch stations, because my ad has irritated them
To do the job properly how long do I need?
It varies. Research such as the Ironing Board and Jigsaw studies showed that people remember longer and more creative ads better. But if you have shorter ads you can “replay” the longer ad in the mind of the listener. So sometimes I suggest a…

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Never Ever Lie In a Radio Commercial.

Originally posted on rushtononradio:

I was taking a brief from a client. I asked my usual question… “why should people come to you?” He thought about it for a moment and then said “There’s 50% off everything.” I asked him “Really?”. He answered “No, but if I say there is, it’ll get people down here and then I can sell to them.”
Aside from the moral corruptness of his attitude, it’s also business suicide. He would cause so much ill feeling that people would stop coming to him, tell their friends not to go, and possibly involve authorities like Trading Standards.

I think it was David Ogilvy who said “Tell the truth, but make it fascinating”.

You don’t have to find a “U S P”… a Unique Selling Proposition… you have to find a CSP.. a compelling selling proposition. It doesn’t have to be unique, but it should be something your competitors are not…

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I Can’t Hear You

I write radio ads.
I turn up the radio when they come on.
I listen to award winning ads.
I listen to the worst ads.
I listen out for colleagues ads.

But the radio listening public don’t “listen” to radio ads.

Have you ever been to a party where there are lots of conversations going on and someone mentions your name? You pick it from dozens of conversations. The brain is amazing at picking up cues that are relevant.

Radio consumers don’t have a desire to hear radio advertising… what they do have are problems. Their gas boiler is not working, their house is cold, they need to replace their car, they have a puncture, their salary ran out four days before pay day. What they will hear and pick out on the radio is an ad that offers a solution to their problem or need. The radio advertising that doesn’t get heard is the advertising that doesn’t offer that. Quite often it’s advertising crammed with information (because that’s what the client wants in their ad). It just becomes a drone.

Advertisers have to remember it’s NOT what they want to say but what the listener needs to hear to respond.

So say something that will make them tune in and take notice.

I’m not listening

30 seconds

I should read that book by that Chinese General.
Apparently the way he avoided losing in battle was pretty much avoiding the battle.
I am worn down by the fight.

It starts like this. I’d write a great ad. Even if it was only great in my own mind. It answered the brief… and the listener (who frankly only tunes to the station to hear MY ads) would love it. The client loves it too. 40 seconds of crafted genius! But. At here’s the big butt (sic). The exec has already booked the airtime as 30 seconds.

Before the brief landed on my desk.
Before the ad was written and agreed.
Before my parents were born.
The ad was already booked as a 30 seconds.

Now what? Can’t you just get the voices to TALK faster? Eerrrr no!
Can you cut it down? Yes! But it wont be THAT potential award winning masterpiece!
It’s what the client can afford. Really? That Merc driving client I can’t talk to because he’s on holiday in Mauritius?

So I rewrite the idea.
I cut it back to 30 seconds.
It’s passable.
But it’s not what it COULD have been.
My life is a little less fulfilled.
My loyal listening fans are not as enriched by my genius (I guess).
The exec and the client are not sure (after 3 broadcasts) if the ad is working.

But I’m on to the next battle.
I’ve written a series of genius 20s! They’re funny, memorable and compelling.

Guess what.

The client has booked 30s

40secons

Simply the Best – How to survive as a Radio Advertising Copywriter

Tina Turner has a lot to answer for. I thought the cliche “Simply the Best” would have dies a slow painful death by now. Not so. Every now and again we get a client (especially UK clients I write for) who think it would be a great idea to have this tune behind their ad. Well, like a cross border crocodile smuggler, they’d need deep pockets.

Unfortunately, a lot of the time, as copywriters we’re dealing with clients who have an idea of what a radio commercial should sound like. When we give them alternative ideas they play it safe. If they write their own it usually starts with a question. “Are YOU thinking of buying a new (insert product)?” Cliché cliché cliché.

As copywriters I don’t think we have a problem coming up with new ideas, or giving old ideas a new spin. What we sometimes have trouble with is finding the energy and spark to fight back the dross and fight for our ideas past the apathy of some sales people (just give ‘em what they want!) and the play it safe attitude of some clients.

I have worked at a radio group where the sales people simply would not work well with Creative. They were led by a management who didn’t give a stuff about quality and retention of clients. The job was a constant battle to try and get good practice in place. It was a thankless and soul destroying job.

How do we survive? 8 tips in no particular order….

1. Enjoy the clients who DO go with the more creative compelling ideas. Rejoice in their trust in you.
2. Remember it’s only radio. If we have a bad day, nobody dies.
3. Rejoice in the good sales execs… the ones that give you decent lead times, that produce excellent briefs and that talk you up in front of clients and super serve them. Asked for 1 script? Give them four! (the others?…. give ‘em what they want)
4. Get a hobby. Away from radio and sales. I enjoy scuba diving and teaching scuba. If I didn’t have that I would probably be a frazzled mess.
5. Laugh at your mistakes… or at least snigger under your breath.
6. If you have a sales exec who really aggravates you imagine them naked. If that doesn’t work, ask them for a naked photo. It will at least keep them out of your office for a few days.
7. That brilliant idea rejected by a client could be an award winner… produce it and play it out on air (with client permission, in the early hours) and THEN enter it for some awards.
8. Marry a wonderful person who couldn’t care less about your job.