THE POWER OF RADIO

By Kim Peterson

The voice is an amazing tool.

If used properly a voice can turn someone’s mood from sad to joyful. It can also irritate you like nails on a chalkboard.  The right voice and message can mesmerize you and make you forget what you are doing - like just the right song with lyrics that take you back to a forgotten moment in your past.  The right voice and message can even convince you to stop by Hardee’s to buy some hand-dipped chicken strips that are available for a limited time only.   

Listen to the deep voiced movie trailer announcer and you can understand what I mean.  They try to leave an emotional audio imprint on your memory in hopes you will spend big bucks at the box office.  This is the same subliminal effect that radio can create.

It’s not just the timing and quantity of ads in the radio campaign you need to think about when advertising.  More importantly, it’s the message. You need the best creative production possible with messaging that speaks to the customer’s perspective, captures their attention, and helps them solve a problem. 

This brings me back to my last blog “Watch out for advertising clutter.”  My client was accustomed to advertising a laundry list of items in his commercials.  A trip to his store by our creative director, Mo, resulted in a beautifully written commercial message that was simple, captured attention, and was ultimately more effective than packing as many details as possible into 30 seconds. Combine the right voice with the right message and you’ll create the emotional attachment that sure to be a winner.    

Get the best creative production possible.  Don’t spend your hard earned money on a radio advertising campaign that falls short because the message isn’t one that leaves an emotional audio imprint.

Did you know that what comes through our ears stays in our minds for nearly five full seconds before it begins to fade? Whatever enters your eyes is gone in less than a second. Radio is such a great way for people to hear your message because the mind processes the message even when you aren’t listening.