| Creating a radio ad is getting simpler and simpler. | | | | the process yourself. You can source your own |
| There are 3 basic steps involved. | | | | voiceovers online. Many voiceover sites will send you |
| STEP 1: GET A SCRIPT | | | | free samples of your script in advance, so you know |
| First, you need to figure out what goes in the script. | | | | what you're getting. Once you've chosen a voiceover, |
| You need to figure out - what is the one message | | | | you can then approach a sound studio with your script |
| that you want customers to remember from your | | | | and chosen voiceover/s. If you are on a very tight |
| radio ad? Bear in mind that people listening to the radio | | | | budget, some voiceovers have home studios, in which |
| ad are often driving or cleaning the house or doing | | | | case they could produce the ad for you. However, the |
| something else while they're listening to the radio. It is | | | | production values will not always be as good as the |
| not a captive audience. So you need something that | | | | sound studios. Remember, they're trained voiceovers, |
| someone can easily remember. Don't be tempted to | | | | not trained sound engineers. |
| put too many facts and benefits of your product into | | | | Another option is to get the radio station that you are |
| your radio script. The simpler the better. What is the | | | | airing your ad on to produce it for you. They will often |
| ONE thing you want to say about your product? Is it | | | | do this at a reasonable price, since they are making |
| that there's a half price sale on? Is it that you have | | | | money off selling you ad space. It's still best to source |
| great service? It can't be both. | | | | your own voiceover, since the radio stations tend to |
| Once you've figured out what that one thing is, you | | | | use their own DJs or hire from the same pool of |
| need to dramatise it in the most memorable and | | | | voiceovers... in other words, your ad won't stand out on |
| interesting way possible. Think of all the drivel you hear | | | | air, it will sound like all the others. |
| on the radio. Your ad will be nestled in between a | | | | STEP 3: GO TO AIR |
| bunch of those other ads. You need to make your ad | | | | If you've already got media space booked, that's great. |
| stand out from the crowd. | | | | You or the sound studio can simply email the final mp3 |
| It has to be punchy, entertaining and creative. Don't | | | | file to the station. |
| bother with the long phone numbers. If you have a | | | | If you haven't, you need to figure out what station to |
| web address you'd like people to go to, make it easy | | | | use. You don't always need to go for the big |
| to remember and to spell. | | | | breakfast slot on the massive national radio station. |
| If you'd like your ad to really stand out from the crowd, | | | | Sometimes your money will go further on a selection |
| it's best to source a professional copywriter to write | | | | of smaller radio stations. Each slot on the radio station |
| your script. You can do this buy googling "copywriter" | | | | has a different audience, so be careful where you |
| or checking out Linked-In or Elance. Make sure when | | | | book. For example, if you are targeting house wives, |
| you brief them, to explain to them the ONE thing you | | | | there's no need to buy the expensive "drive time" slots, |
| want people to know about your product. | | | | because if you wait an hour or two, you can still reach |
| STEP 2: PRODUCE YOUR SCRIPT | | | | the same housewives, but at cheaper rates. Ask the |
| Once you've got your script finalised, there are a few | | | | radio station to provide you with information regarding |
| options available to you. You can contact a sound | | | | each of their shows and who listens to them. Then |
| studio directly to produce your script. Their rates tend | | | | you're able to make a more informed decision. |
| to be between 150 and 250 per hour. A 30 | | | | Relatively speaking, the production of the radio ad is |
| second radio ad shouldn't take more than an hour to | | | | very cheap in comparison to the cost of the media |
| produce. They can advise you on which voiceovers to | | | | space. That's why you need to stand out on air. |
| use, and they'll sort it all our for you. Voiceover rates | | | | What's the point in spending so much money on media |
| are between 140 - 500 depending on which | | | | space - and then nobody listens or cares about your |
| stations your ad is airing on. | | | | ad? |
| If you like to be more hands-on, you can also manage | | | | |