Good Radio Commercial
Bad Radio Commercial
If you advertise or are thinking about advertising on the radio please heed this
voice-over, back-round music, theme, sound fx, etc. used in your commercial). I
not only say this because I own a production company, but because I want to
see my clients and friends who own businesses succeed. Many times the
“QUALITY” step in radio commercial production is completely thrown to the wind.

Here is the scenario: A hard working business owner will make the decision to
advertise on the radio. The owner will put loads of their hard earned cash into
an advertising schedule… What is the next step? Creation of a compelling
commercial message – A key step in any advertising campaign. However –
Many times this step is done with minimal care, or none at all. Either a
business will use a radio stations “Free” production services or go to a dirt
cheap production house and hope for the best… Not all, but most of the time
these “free” or dirt cheap production services tend to be “free” or cheap for a
reason. Just as there is a reason the lemon car on the close-out lot is $100. Is it
a car – Yes. Will it get you where you need to go – No.  

The business owner will get their commercial on the air, see little to no results
and then come back and say the infamous words “radio didn’t work for me”.
When in reality, it was the specific piece of cheap production that didn’t work for
them. If a car runs out of gas and leaves you stranded because you didn’t fill it
up, you can’t blame car for not taking you from point A to point B.  

If a business is spending more than one thousand dollars on advertising
placement, wouldn’t it make sense to invest the extra couple hundred dollars it
costs to put a quality and compelling radio commercial together? If your radio
commercial is creative and compelling it will likely yield results, if it is carelessly
thrown together from a “free” or dirt cheap commercial-by-the-dozen production
service it likely won’t. Even worse, you will have thrown away thousands on
advertising time with an in-effective message.

A good radio commercial production company will-
1-        Ask questions, communicate, and get to know you and your business.
They should find out what You’re goals are for your commercial, and an idea of
the over-all feel you would like for the commercial.
2-        Be able to provide examples of previous work (hopefully you will be able
to recognize some of these samples from casual listening).
3-        Be able to provide honest insight and feedback to your questions and
suggestions, not just say “YES” to all your questions in order to get you out the
4-        Be able to show you multiple Positive reviews from past clients, so you
know you’re dealing with someone who knows what they are doing.
5-        Deliver a quality product in a timely manner.

Creating an effective radio commercial isn’t rocket science, but it is a craft that
should be left to qualified professionals who care about the success of your
business. If you don’t succeed – businesses like mine would not succeed
either. A radio commercial production company that understand and lives by
this basic principle is a key to helping you succeed in the marketplace.   

For a FREE MARKETING ANALYSIS and consultation contact us today at (231)468-9972 or
email us here.
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