What This is All About

With the marketing world still dazzled by social media, it seems odd to cast a spotlight on something as old and dusty as radio. What’s really odd though, is that marketing professionals would choose to largely ignore it. With 93% of U.S. adults listening every week and 71% listening every day, radio offers marketers a direct, emotional route into the consciousness of millions of people.

So why is radio treated like the redheaded stepchild of advertising & marketing? Because very few people really understand radio, and those who don’t continue to write and produce it.

As an advertising medium, radio baffles creative directors, puzzles account people and frustrates copywriters. The blank slate of radio tempts clients to forcefeed listeners with every fact about their business they can cram into 30 or 60 seconds. And copywriters end up having to go along because there seem to be no rules. The occasional great radio spot is a jewel in a field of thorns. Put simply, radio advertising is marketing’s most misunderstood, misused medium.

So, how do we change this? How do we delight the millions of people who are consuming radio every minute of every day? We need some new rules. Some guidelines to help us use radio more effectively.

Over the next few weeks, Brent Walker will share with you what he’s learned in forty years of producing radio advertising. Walker has defined successful radio advertising into five key rules. Use these rules when creating radio advertising and you’ll engage your audience in ways (and numbers) that social media can’t begin to touch. There’s unbelievable potential here…let’s get started.

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3 Responses to What This is All About

  1. ernie mauricio says:

    This about sums it all up. Very nice article. If I may, I’d like to add a tip whenever I write radio scripts, I write it like a TV without pictures. And interestingly enough, a lot of good radio ads are surprisingly written by art directors.

  2. Brent Walker says:

    Great point Ernie! I’ve always encouraged writers to have their art director storyboard their radio concept…even on the back of a napkin. You’ll end up with SFX and situations you hadn’t yet dreamed of.

  3. Brent,
    Just discovered your site today – it’s delightful! Have viewed two videos, look forward to seeing them all. (I, too, am a long-timer in the biz…started in January 1973 in Springfield, IL.) You and I share a passion for creating memorable, effective radio commercials, which makes me all the more delighted to have discovered you.

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