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.