From the time we are toddlers, we tell our parents, “Tell me a story!” Radio commercials can be incredibly effective at capturing attention, creating emotional connections, driving action, and most importantly, telling a story!
I was recently with a client, and during the CNA, she used a phrase I have rarely heard before from a client. “I simply want someone to tell our story.” She then began to tell me her story.
If we managers want our clients to return and continue to buy long-term schedules, it is our responsibility to help ensure their messages are compelling and engaging to the listeners.
The key to doing that so that it resonates is what I have told air talent for years. “It’s about stories, not data.” After that, they may often read lists or polls rather than using those lists to tell stories. The story, however, is not the only thing that makes a radio commercial stand out.
Several elements contribute to its success, including clarity, creativity, emotion, targeting, and a strong call to action. All the while remembering that audio is more powerful than video when executed well. Please – more than anything – avoid “ad speak,” which is even in the Oxford English Dictionary and is defined as “ad language and jargon.”
The best commercials respect the listener’s time and attention span. This makes clarity critical. A compelling spot gets straight to the point, uses simple and concise language, and avoids jargon and overly complex ideas. We have all heard the spots that cram 10 pounds of messaging in a 5-pound bag with the typical concluding ad-speak such as, “For all your automotive needs.” The truth is that multiple messages will dilute the impact.
When I owned Pinnacle Media Worldwide, we used dial methodology to research radio & TV commercials. The respondents would have a dial with a 0-100 scale. If they liked what they heard or saw, they would turn it toward 100. The closer they got to 100, the more they liked it – and vice versa toward zero.
The rule was that if a commercial didn’t get to at least an average of 60 in the first 5-10 seconds, it would never cut through. The radio dial works the same way. Listeners tune out when anything fails to grab their attention within the first few seconds.
That’s why a strong opening is essential. This could be a provocative question, a surprising fact, a relatable scenario, or a unique sound effect. The goal is to immediately engage the audience and make them curious about what comes next. That is the power of audio!
The voice delivering your message is crucial. Whether it’s a professional or the business owner themselves, it needs to sound authentic, genuine, and brand-appropriate. Tone can certainly foster emotional connection, while a humorous or energetic voice may spark interest in other ways.
Emotion sells extremely well. Just listen to a radiothon for the Children’s Miracle Network or St. Jude Children’s Hospital. Radio is an uber-powerful medium for storytelling. A well-told story can draw listeners in and create lasting impressions. Whether it’s humor, empathy, excitement, drama, conflict or nostalgia, emotional appeal can dramatically increase effectiveness.
We need to focus more on the effectiveness of what we do if we expect advertisers to believe in the power of what we offer. And we cannot continue with a “selling spots” mentality. We sell stories that solve problems and offer marketing solutions. It was Chris Forgy (President/CEO at Saga Communications) who, when GM in Columbus, had a sign outside his building that read, “The Solution Store.”
Compelling radio commercials speak directly to the intended audience. So obviously, understanding the demographics, lifestyle, and preferences of the target allows us to tailor the message accordingly. Ads on a sports station might use a different style and tone than those on a mainstream AC—the more specific and relevant the message, the better the response.
Very little works as well as sonic messaging. Think of the McDonald’s Sonic logo as a great example. Five simple notes catch you every time. As I have noted in previous articles, sound works on the brain far more effectively than pictures.
Sound is the heart and soul of radio, and a catchy jingle or unique sonic effect will likely make anything much more memorable. Even subtle elements like background music or ambient noise can set the mood and reinforce the message, while not letting it overwhelm the message.
Finally, every radio commercial needs a clear and compelling call to action (CTA). Whether it’s visiting a website or attending an event, the CTA should be easy to remember and act upon.
I’m not a fan of phone numbers. I think websites are far easier to remember, and repeating it at the end helps it stick.
The most compelling radio commercial is one that is clear, emotionally resonant, well-targeted, creatively executed, and even culturally relevant. With these elements in place, the spots will work better and the clients will return and give you more long-term commitments!
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Bob Lawrence writes weekly columns on radio leadership and business. Additionally, he serves as Market Manager for MacDonald Broadcasting in Saginaw, Michigan. He has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
