Third Ear Radio will make your business sound like a million bucks. You get Third Ear Radio's dedicated ad team that strategizes with scripts , voice talents, sound effects and the right music to attract YOUR CORE AUDIENCE! We offer everything from DJ live reads to produced spots and even custom jingles!
Ten Things Third Ear Radio puts into play when developing your ad
10. PRODUCTION VALUE AND VOICEOVER TALENT.
Direct Response and brand marketing are like two horses pulling a single chariot: they have to work together to drive sales! People expect more sophistication from radio ads. And better, more sophisticated production builds credibility and trust towards the brand – thus leading to greater sales! When called for, production value is often enhanced by the subtle placement of music and sound effects. Think of it like music underscoring the lyrics of a pop song. They work together to reinforce the messaging. They provide an emotional shortcut you wouldn’t otherwise have.
What makes you stand out? What makes your product or service unique? What special benefits does your product or service offer that no one else can? It’s this distinctiveness that will attract people to you, and you alone. Similarly, your ad should also seek to differentiate itself from other ads – so it too stands out.
8. EFFECTIVE USE OF THE INTERPLAY BETWEEN EMOTION AND LOGIC.
There are points in the ad where emotional appeals are appropriate, and there are other points in the ad where logical appeals are potent. Few people make a purchase decision based solely on one or the other. Quite often we’re “reeled in” with emotion, and just before we buy we look for a logical reason to rationalize our emotional decision. Successful ads recognize this dynamic and flow accordingly.
Even small changes in copy or production can have an amazingly large impact on results. Through testing and analysis, some key insight produces a small copy change that dramatically boosts results! Articulation matters. And the more direct the better. One of the biggest mistakes we’ve seen is using general, empty statements or clichés. Use specific language! Be clear and precise whenever possible!
You have thirty seconds. The listener is busy. Packing too much into the ad overwhelms the listener. Leave the kitchen sink in the kitchen. One good point, made well, stays with the listener.
5. USE OF IMAGES TO ENHANCE THE MESSAGE.
We live in a visual world. Billboards, internet banners, TV ads are all visual mediums. Streaming Radio, however, is not. This can be a remarkable advantage because audio engages the listener in an entirely unique way. Only audio requires the listener to use their mind to create the visuals.
A good audio ad provokes the listener’s imagination. It asks the listener to join in the process of generating the imagery. To this end, the ad is written to create this sort of engagement; an engagement that study after study proves is longer lasting and more impactful than visual advertising that washes over our consciousness like beta waves.
4. KNOW YOUR AUDIENCE
You have to know your customer to connect with your customer in a personal, authentic way. This may sound obvious, but too often clients are casting the widest net possible and are terrified to offend or exclude anyone. The result too often is an ad that grabs no one. The best ads flow from an authentic connection to your customer and your product. Authenticity is influential and contagious. It makes you more credible and more human. You’re not trying to be all things to all people, rather you’re trying to connect with someone who relates to what you’re offering, whether it’s your product, your outlook or your taste in ads. It all adds up to building an authentic relationship with your listener.
3. THE OFFER.
There must be a call to action that is relevant, compelling and simple enough to grasp quickly. Relevant means it matters to a potential customer – it reduces my risk or makes picking up the phone a no-brainer. Compelling means it has a “wow” factor. As in, “wow, they must really believe in their product to do that. And simple means it’s … not complicated. It doesn’t make me stop and think too much. It doesn’t confuse me with language that’s spun to sound like it’s a great offer but really isn’t. And make sure if an offer is made, you can back it up.
2. THE OPENING ATTENTION GRABBER.
You have one chance to grab the listener, and one chance only. In radio advertising, we call this the hook. The hook is what sells the ad. And you have to sell the ad to sell the product. Sounds simple, right? But because we’re all bombarded relentlessly by huge number of other advertisers who are trying to do the same, it is the most difficult thing to do. This is why you must immediately provoke the listeners’ curiosity, imagination or surprise! You have five seconds, and then their minds will start to drift. Be bold!
1. BENEFIT ORIENTATION.
The ad must answer the question: what’s in it for me? How will it impact my life in a way that I think it will make my life better, happier, or easier? What sells is something that solves my problem quickly, safely, better and more conveniently than anything else. If you use your 30 seconds in any other way, you’re wasting time.
Audio advertising is known as the “theater of the mind.” This is because the images created are ones that come from inside your mind. Finding a way to convey a compelling message to your otherwise distracted audience within 30 seconds can be a tricky, yet exciting challenge THAT WE ARE UP FOR!!!!
AD PRODUCTION AS EASY AS 1. 2. 3.
Have a script? Great! If not, no problem!
We will write one for you.
Just send us your bullet points
& we’ll take it from there.
We’ll contact you to review the commercial.
(Typical turnaround is less than 48 hours)
What if it needs to be tweaked?
No worries! We will update it to make it perfect!
Once approved and completed, we will get you
in rotation and your Third Ear Radio journey begins.