Turn It Up
Learn what your radio ads need to succeed, and get ready to make some noise.
By Kim T. Gordon •
Opinions expressed by Entrepreneur contributors are their own.
Radio campaigns are standard fare for many entrepreneursnationwide. But do you know what turns a ho-hum radio concept intoa terrific ad and what makes for the most effective on-air copy andexecution? It takes more than amusing your audience-though thathelps.
"People don't mind being sold to, if you're goingto entertain them along the way," says copywriterextraordinaire Adam Chasnow of Goodby Silverstein & Partners inSan Francisco, whose work for Hollywood Video and Saturn, amongothers, has earned four coveted Radio-Mercury awards, including the$100,000 grand prize. Chasnow believes there's "a wall ofterrible radio advertising out there that's annoying tolisteners," and entrepreneurs often end up spending thousandsof dollars on ineffective campaigns. So to get the best resultsfrom your radio efforts, follow these three guidelines forcommercials that make listeners sit up and take notice:
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