Thinking Of Advertising On Radio?

Thinking Of Advertising On Radio?

Do these five things first

Don’t go into radio like a babe in the woods.  Learn.  Prepare.  Implement.

So, you want to advertise on radio… Terrific!  Before you commit one dime to scheduling airtime, there are five things you need to do or know.

  1. Write one or more scripts. Read them aloud to hear how they sound.  Time them to be close to 60 seconds (or thirty or fifteen, if that’s what you want).  Don’t worry about production (voicing, sound effects, and precise timing) the station can offer simple production help.  Just one thing - don’t let them write your ads.  Stations no longer have creative departments and, unfortunately, it often shows in what they come up with.  If you need a writer and/or producer, go with a pro.  It’s less costly in the long run.
  2. Identify the chief characteristics of your ideal audience: age, sex, marital status, income, and interests (sports, current events, business, etc).
  3. Find the stations (and shows) in your market that best reach the demographics you identified in #2.
  4. Determine your budget.
  5. Understand your options for scheduling your ad spots.

I have been writing for radio for many years.  As a branding strategy consultant I have written, co-produced and occasionally voiced dozens of ads.   If you want to hear some examples, please go to


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By Alan Tarr, The MoneyWords Copywriter

Author of The 7 Deadly Sins Of Marketing