Business & Finance Advertising & sales & Marketing

Will My Radio Commercial Work?

Will your radio commercial work? That is a question that any business owner who invests any amount of money into radio advertising asks themselves, and then asks the producer of the production followed by their friends, family, brother, sister read and pets and anyone else who will listen to the question.
Not surprisingly every person who listens to that advertising has a different opinion.
Whose opinion is right though? Is it that coworker we've been working with for years who doesn't have any advertising experience or radio commercial writing experience, but they're good friend? Is it your brother who's been super successful in their business yet has never once written or ever used advertising? Or is it your gut? Nine out of 10 times I would say your gut is more accurate than the slew of unqualified people you consulted with.
I'm not saying these people don't have valid opinions.
I'm saying they don't have qualified opinions.
If you needed surgery would you trust the opinion of your brother or coworker over that of a medical professional? If the answer is no, then why would you trust their opinion on what makes an effective radio commercial over that of a qualified professional who writes advertising for living? What makes a qualified professional in the field of radio commercial production? Is it your salesperson from the radio station? Probably not.
Their job is to sell you the commercial, unfortunately with so many radio station cutbacks they also become the person writing your radio commercial.
Again nine of 10 times...
not very effectively.
So what do you do if you want an effective radio commercial? You seek out professionals who do it independently.
These are people who do nothing but create radio commercials.
People who get feedback from their clients on a daily basis as to what works, what doesn't work, what did work and what is currently working.
There he is no silver bullet, and no one will ever be able to tell you 100% that your radio commercial will work wonders.
But an educated guess from a qualified professional who knows what they're doing in the field will give you a much better chance of success than the opinion of an unqualified acquaintance.
"But the radio station said they will produce my radio commercial for Free.
" Why would I want to spend any money to have it produced elsewhere? Because the quality of the radio commercial you get from the radio station is night and day compared to professional production company.
One will likely work, one will not.
I'll let you guess which one has the better chance at success.
Bottom line...
you get what you pay for.
The radio station will discourage you from having a professional outside of the radio station create your radio commercial, why? Because they would rather see you spend that money with them on the media buy, rather than have you use those dollars to have an effective commercial produced outside their doors.
It's not the fault of the salesperson, they probably don't know any better.
But now you do.

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