One of the great things about advertising on radio is
that it's still completely "live"! Whereas almost all TV
shows are recorded weeks, months, or even years earlier;
radio is happening as you hear it.
Take full advantage of radio's live characteristic by
buying live commercials.
Most radio stations will let you purchase live spots
where DJs will read your copy live over the air.
Listeners tend to pay much closer attention to these
special commercials.
Usually spots are recorded, so a live commercial really
stands out. If it's being read by a popular radio
personality, your message gets the effect of being
endorsed by a well-known voice.
Here are some added benefits that most radio stations
won't tell you about. Few DJs really watch the clock
while reading your spot. You can pack it with lots of
information and the announcer will run well past the 60
seconds you purchased.
Also, if you make a point to treat DJs with a special
touch (like inviting them to lunch or giving them a free
sample of your product or service) you may get an extra
endorsement from the announcer.
Rather than having the DJ read from pre-written copy,
supply them with an outline of the copy points you want
mentioned. Let them ad-lib the rest for a more natural
and sincere sound.
If you already buy regular recorded radio commercials,
ask your radio sales rep to add a few "live" spots to the
mix.
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