Sunday
Nov252007
Tips to Help Optimize Your Audio Ads - Unique Voices
By Brendan Tacey, Wizard Associate and CEO of Cikmedia
As an advertiser, one of the biggest mistakes you can make in Radio is not selecting a ‘Voice of Difference’.
You spend a lot of time generating a brief; there’s the time you take to fine tune the script, sign off on it…. and then… that’s it. You leave it up to the radio stations producer to build it… because that’s what you do.
What actually happens from here?
The script lands in the tray of an overworked Commercial Producer – probably punching out between 30 to 60 commercials today, just like yours.
“Right”… he thinks… “I’ll bunch that script with the other 7 for ‘Freddo’ to voice, that way, I can rip through all 8 ads at once and be home in time to catch South Park”.
So your ad, the one you spent hours of brain space on, worrying about your spend and if it will bring customers through that door…. sadly, but truthfully….. becomes ‘Wallpaper’.
Just another ad in another ad break that sounds like all the others, because they’re voiced by the same people every time.
But there is an answer.
Spend a little more of that hard earned money on a ‘Voice of Difference’.
Your ‘Voice of Difference’ will come from ‘outside’ the usual box of voices and your ad will truly stand out from the rest. It’s an investment in your brand – buying a voice that will bring those words in your script to life, a voice not plastered over every other commercial on the station… particularly, your competitors.
As an advertiser, one of the biggest mistakes you can make in Radio is not selecting a ‘Voice of Difference’.
You spend a lot of time generating a brief; there’s the time you take to fine tune the script, sign off on it…. and then… that’s it. You leave it up to the radio stations producer to build it… because that’s what you do.
What actually happens from here?
The script lands in the tray of an overworked Commercial Producer – probably punching out between 30 to 60 commercials today, just like yours.
“Right”… he thinks… “I’ll bunch that script with the other 7 for ‘Freddo’ to voice, that way, I can rip through all 8 ads at once and be home in time to catch South Park”.
So your ad, the one you spent hours of brain space on, worrying about your spend and if it will bring customers through that door…. sadly, but truthfully….. becomes ‘Wallpaper’.
Just another ad in another ad break that sounds like all the others, because they’re voiced by the same people every time.
But there is an answer.
Spend a little more of that hard earned money on a ‘Voice of Difference’.
Your ‘Voice of Difference’ will come from ‘outside’ the usual box of voices and your ad will truly stand out from the rest. It’s an investment in your brand – buying a voice that will bring those words in your script to life, a voice not plastered over every other commercial on the station… particularly, your competitors.
Making Ads Work
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