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.