AD 12 Tips for the generation of radio calls, creating lists, and Web Traffic

Listeners are highly sensitive. And radio ads are powerful, economical and easy to produce. Yet radio remains one of the most under-utilized and poorly managed weapons in the arsenal of direct marketing.

It 'hard to sell a product directly from a radio ad. But if you have a product with wide appeal, you can use the radio to generate calls to your phone reps, build a list of direct mail, or send traffic to your website.

Here are some guidelines for creating simple but effective direct response radio ads:


Buy 60 second places. The sales representative will tell you that Radio 30-second spot are cheaper and easier to place. This is true. But 30 seconds usually is not long enough to develop and deliver a marketing message. With 60 seconds spot, only twice have time for a little 'more money for commercials.
Use a step straight announcer. People are working, driving, cleaning the house, and do all sorts of things in less than ideal listening conditions. So, keep things simple. If you have an announcer talks directly to the listeners. This has the added advantage of being more personal and less expensive than solid spot of actors and sound effects.
Identify and solve a problem. If you sell a product made of herbs that gives people more energy, you must first identify the problem (lack of energy) and then offer your product as the solution (more energy). "Feeling tired? Achy? Not have the energy for the things you used to enjoy? Try the new Vita-Herb. Vita-Herb will increase your energy, remove those aches and pains, and allow you to enjoy life new. "
Make a dramatic promise. This will strengthen your solution and make it more attractive. "Vita-Herb will make you feel ten years younger in just ten days!" The most dramatic and specific to your promise, the better.
Guarantee the results. Just as a promise strengthens the solution, a guarantee strengthens your promise. Once again, be as specific as possible. "Try Vita-Herb for you. If you do not feel ten years younger in the first ten days, just send it back and buy a bottle of your favorite herbal supplement. No questions asked."
Offer something for free. Since time is short and products can not be seen on the radio, it is difficult to make direct sales. It 's much more effective way to provide information or samples to generate requests and then make your sales through telemarketing and direct mail. If you are selling a Perfect Posture mattress, you could offer a free video. Then, when you send the video, you can include a special voucher of $ 100 savings. You can follow up with direct mail, phone calls, and additional information and offers.
Drive listeners to your website. This is an alternative to generate requests by phone. The trick is to acquire information when people come to your site. If you are selling a self-study course on how to start a business, you could offer a free report on the 25 fastest growing companies. Then give people a web address that leads them to a special page where they must enter a name and address to obtain the report. In this way, you can build a database of more targeted marketing.
Present a clear call to action. Do not be subtle. If you're offering a free brochure on a weight loss product, the presenter can simply say: "To request a free brochure to lose weight, 1-800-LESS-FAT call." If you do not tell people what to do directly, simply, and in particular, it will not.
Use a memorable phone number or web address. A number, for example 1-800-ABCDEFG (for a reading program) or the Web address as http://www.faxbook.com (for a brochure on fax machines) can be easily remembered and act accordingly. To solve the problem in the memory of those who listen, repeat at least three times.
Response Force with a time limit. The more specific, the best. "Call in the next thirty minutes to free one week sample of new Baldness Hair-Gain Formula." If people know they have to respond immediately, they will. If they think they can wait until later, probably will never hear from them.
Focus on the response. Do not settle for awareness. And do not rely on repetition, no matter what the salesperson tells Radio. You should always be measurable response every time the ad runs. If no acknowledgment is received, your ad does not work. And repeating the announcement will not help.
Use humor with caution. From the standpoint of sales, the humor is hit-or-miss. And you always run the risk of obscuring the sales message. It can be cheerful and friendly, of course, but usually you get a better response with a simple, direct delivery .......