by Abe Udy, Director @ Abe’s Audio.

Radio advertising is a powerful way to talk one-on-one with each listener, regardless of where they are, or what they’re doing.

Here are 3 tips for creating a radio ad that harnesses that power, and gets results! (Let’s share them with our clients!)

Tip 1. 
Keep the message simple.

If you can, have one single message, one offer, or one main ‘point to remember’ to the ad. And, if you do want to promote a number of specials, resist the temptation to turn the ad into a shopping list. 
Perhaps include the 2 or 3 best deals, and remind the listener of how much they’ll save. 
It’s sort of like trying to catch a bucketful of ping-pong balls thrown you – it’s pretty hard to grab any of them when there are so many options!
Keeping things clear and simple means the message is easier to digest and remember.

Tip 2. 
Less is more.

Don’t overfill the ad with too many words.
If you’ve got lots you’d like to say, remember tip 1 and keep the message clear and simple. Perhaps you could produce 2 or 3 ads, and rotate them over the length of the campaign?
Radio production is very affordable, so creating a series of ads will have minimal impact on your advertising budget. Saying less in each ad, and rotating multiple spots will result in your campaign being much more effective.