1. Something Different – Contrary to popular belief, the components of a great radio commercial begin long before a script is ever written and the record button is ever pushed. First you must establish what makes you different. Do not waste your precious airtime talking about the same things everyone else does. Surely your company can offer unique knowledge or a unique solution to a unique kind of customer problem. Your unique selling point is what will make your offer matter to potential customers. Whatever that special product or service does to benefit the consumer is what makes your organization relevant to them, and thus causes them to pick up the phone and call you. What is in it for them? Logic is not the only factor that plays into decision-making. Emotion plays a major role. Remember to sell more than just features that anyone can imitate, but instead highlight the ultimate benefit the customer will receive. Instead of saying, “Laundry Detergent A gets clothes cleaner,” consider that the higher order benefit may actually be that keeping kids’ clothes spotless helps someone feel like a better parent.

2. The Message – Now it is time to develop the message that grabs and keeps listeners’ attention, while resonating with the potential customers. Do not underestimate the attention-grabbing opener! First impressions are everything, and if the commercial starts off strong, it will draw listeners in for further exploration. Using generalities allows your company to get thrown in the pile with everyone else, so be specific about what makes your product or service excellent, and then be clear and assertive about it. Emphasize the product or service’s uniqueness and credibility. Be simple in your message. Use no extra or unnecessarily large words, and use your small amount of time wisely. Clear, concise messages will get to the point faster and be easier for listeners to comprehend and retain. However, do not forget to entertain. Radio is often called the “theater of the mind.” In other words, you should show, not tell, with your script.. It is recommended that a commercial mention particularly important pieces of information (like names and phone numbers) at least three times to increase retention. Some opt for a catchy 1-800 phone number or a jingle with the name or number in it. Finally, get to the point fast. People are bombarded with a huge number of advertising messages each day, and in order to break through the clutter to reach them, you have to be concise, entertaining and informational.

3. Finally, the production value and the audio talent/music beds selected for your commercial can make a massive impact on how credible the product or service seems to users. Choose a producer who knows his or her way around the studio, and that obviously exhibits a strong expertise in radio engineering. A great engineer will be able to offer creative suggestions on how to make the commercial sound great. Quality production breeds credibility, believability and the ability to successfully captivate attention. The message in the commercial is not just about the words. Make sure to find voice talent that suits the message of the commercial and represents the company well.

The message in the commercial is not just about the words. Find a voice that suits the message of the commercial and represents the company well. Lastly, the music selection can make or break a commercial. The wrong song or sound for the message

When selecting radio stations on which to air your radio commercial, it is important to select ones that not only mesh with your brand, product or service, but also reach your desired target market. First, identify the target audience profile based on demographic (geographic, age, occupation, etc. criteria) and psychographic (values, attitudes and lifestyles) research. Consult with radio station representatives and share your target audience criteria. Identify the station format, programming and personalities of the radio station. Compare these against your brand/product/service, and determine whether the listening audience of a particular kind of station will help reach the goals you set for your radio commercial.

Independent broadcasters are present nearly everywhere. They are unique in that anyone can start up a station about anything they want, however the audience may be small due to the niche content or simply being newer and less advertised than major corporate stations. These stations can be valuable if you are trying to reach the very selective markets they reach. Standard radio stations, often owned by major corporations, are also excellent options for radio advertising. Standard AM/FM radio stations are great to reach relatively well-targeted local and regional audiences.

The high tech alternative to radio, Internet radio, is wildly popular right now. People can listen to streaming radio online or download “podcasts” of stations for their personal MP3 devices. Internet radio allows broadcasters to reach more Web-savvy radio listeners, but also affords them opportunities to reach customers in a broader global spectrum than they may have in regular radio. Some Internet stations are also broadcast on Satellite radio, thus further expanding the audience receiving ads.

Satellite radio stations like XM and Sirius are currently considered “commercial-free” (though XM stations that have Clear Channel programming will likely feature ads). For now, the stations say their airwaves are off limits to marketers, but that could change as the need for ad-driven revenue and the demand for highly targeted niche radio marketing increase.