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A good radio commercial pulls scores of members into your credit union. A bad one disappears into thin air, with no effect whatsoever.
What makes the difference? Top executives at creative production houses around the country share these secrets of great radio ads.
1. Convey one "selling point" about your credit union.
"You need a central message that shows how you meet the needs of radio listeners:' says William West, president of Radio Works, Houston, Texas. "Pick one attractive message and stick with it throughout the commercial."
To decide on a selling point, consider what distinguishes you from competitors. Do you offer the best service in town? Greatest variety of services? Multi-lingual clerks?
West cautions against promoting services that listeners already expect. For example, advertising that you give "fast, friendly service" won't impress too many people, because the phrase is old and customers demand such service as a bare minimum.
Bonus tip: Don't confuse radio listeners. Broadcast the same central message in a series of radio spots rather than trying out different ones.
2. Bait listeners with a dazzling opening.
Maybe your message is terrific, but people will disregard the whole commercial unless you lure then with an opening they can't ignore.
How ? In the "testimonial" approach, the announcer describes how your credit union made life easier or solved a problem. The listeners picture themselves being helped as well.
Here's another technique: describe a benefit listeners can't get from any other financial institution. And still another approach is to start with a humorous skit that causes listeners to chuckle.
But do it fast.
"You have only two or three seconds to establish a bond with your radio listeners," warns Robert Baran, president of Bob Baran Productions, Helena, Mont. "So you need to place an emotional bullet right up front."
Emotional bullet? You bet. Baran says commercials pull better if they appeal to the heart rather than the brain.
"If you tie into listeners' emotions first they will be more open to your pitch," he says.
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