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The Right Ingredients for Successful Direct Response Radio Advertisingby Gary Kretchmer, Vice PresidentLearn more about direct response radio and per inquiry advertisingAs someone who was raised in direct response television advertising (DRTV), I always heard that direct response radio advertising didn't work. It wasn't even worth testing. And besides, DRTV could deliver much bigger numbers at a fraction of the media cost per response. Clearly, I was ingrained with skepticism about radio. But after learning the ins and outs of the radio business and testing its direct response marketing capabilities, it became clear to me that it wasn't radio that didn't work, it was the way direct response radio was being implemented that didn't work. Radio has several similarities to television: they're both electronic media, they have high usage, they reach most people each week. But radio has qualities and attributes that are very unique, stemming from the way radio is programmed, the way people use radio and the way people absorb information from radio. There is true value behind what radio can offer, and with the right ingredients and understanding, radio can be a rewarding direct response marketing resource for you. A Suitable ProductYour product has to fit in with radio's benefits and limitations. Radio may be perfect if your product or service can be explained without the use of sight or motion. If a visual demonstration is necessary, particularly with new or unique products, consider using print or TV instead. However, if your product is visually oriented but your target prospects are already familiar with it, radio may work if you reinforce those recognizable benefits with emotional appeal.A Simple OfferThe less complicated your radio direct response offer is, the more likely it is to be effective. Since most products and services need more than 60 seconds of audio explanation to convince a listener to call a toll-free number and buy immediately, the best offers for radio are lead generation offers, where the listener is under no obligation to purchase. If listeners have the opportunity to receive free information, a free estimate, or a free product sample, then they are more likely to initiate a relationship with you and ultimately become customers.If your offer carries a lot of legal qualifiers, you may want to reconsider using that offer. In radio, there's no such thing as small type to bury legal requirements. And a fast-talking delivery of legal disclosers can oftentimes add confusion or suspicion, not to mention the time it takes away from selling your product. Creative that Exploits Radio's StrengthsThe basic principles of writing and producing direct response advertisements are universal to all media. You need a strong introduction, a good offer, a benefit-oriented approach and a call to action. Effective radio advertising is no different. But when you play to the intimate, one-on-one qualities of radio and the loyalty people have to their favorite radio stations, then your creative will go the extra mile for you. And it doesn't take expensive, highly-produced commercials to go the distance. Just make sure your approach is benefit-oriented and emotional, with copy crafted for the spoken word. Be sure you reinforce the most important points and repeat the call to action at the end of the commercial. Without visuals, radio can often paint a much more dramatic and convincing picture than other media.Pacing is particularly important. The copy needs to be written for speaking, not reading. It's too easy to cram so much copy into your spot that it requires a really fast delivery. Try to restrain yourself because otherwise your message will lose its impact. Normal, conversationally-paced commercials with pauses will be understood and comprehended better than a spot that becomes a race against time. One more thing: Although humor is commonly used in radio advertising, it probably won't work in radio direct response marketing. Being funny usually doesn't make the phone ring. Frequency, Frequency, FrequencyOne of the least understood ingredients of the radio advertising success formula is scheduling. Radio requires frequency for your message to be heard and for the responses to come in. A traditional 12 to 18 spot per week advertising schedule on a radio station doesn't cut it. You may need as many as two to three times that number. Is this overkill? Not at all. You can't expect listeners to respond after hearing your commercial only once (although your spots should be written with that goal in mind). It may take two, three or more repetitions for listeners to respond, based on their consideration of your product and where they are when they hear your message.With that in mind, you probably won't see an immediate spike in responses the day the schedule starts. It's more likely that response will build over a period of days or sometimes weeks. To DRTV marketers who are accustomed to immediate results, this can be a turn-off. (And if they tried radio before, maybe they turned it off too soon.) But if your response levels are growing, it may pay off in the long run to stick with it. If you're considering radio, you're probably using other direct response media already. A secondary benefit to radio usage is its synergy with your other media efforts. Radio helps lift the response of other direct response media just as other media sources help radio. You may be surprised at how effective this can be. Proper GuidanceThe misunderstandings and assumptions about radio have probably caused many potentially successful direct response campaigns to die or to never advance beyond a fleeting thought. If you're thinking about a test, talk to an expert who specializes in direct response radio advertising. Not only will they guide you, but they'll guide the radio stations, who depend on feedback and advice.Radio has a language and structure of its own. There are 12,000 radio stations in the U.S., each with its own personality and nuance. And, the radio industry in general has an ever evolving business structure at the local as well as regional and national levels. Radio is a routine part of most everyone's lives. Think of how you use radio in your home, in your car and/or at work – your prospects probably listen to radio as much or more than you. If you're currently using other media sources successfully and know what you can afford for every response generated, radio advertising could be a great addition to your marketing program. Radio advertising for DRTV marketersLearn more about direct response radio and per inquiry advertisingMeet Gary Kretchmer Target + Response Inc |
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