I have been listening to the radio all morning and have heard more than 30 commercials. It frustrates me to say that very few of these commercials had a point. They were each 150 words that wandered aimlessly for 60-seconds. As each commercial ended I often had no idea, even, what the business did. These advertisers all forgot the first rule of creating effective radio commercials: Do it With Purpose.
Radio Results Blog
You have made the decision to invest your advertising budget in local radio. So you contact several radio stations and invite them to send a sales guy to make a presentation to earn your business. Each one makes a compelling argument for advertising on their station. Are there questions you can ask each sales guy to make sure you make a choice that will be effective for your business and get the most for your investment?
Don Draper, the mythical 1960s adman in the TV show Mad Men, has a lot to teach us about effective radio advertising in the 21st century. Here is, perhaps, Don's greatest lesson: