Here are links to 18 articles that explain 60% of what it takes to make radio advertising work better.

You're welcome to print out all 18 before you call me for the other 40%.  (407) 895-3092.

---

 

Structure & Strategy.

The Basics of Direct Response Radio.  Radio often bugs DR Print advertisers who can't figure out why it doesn't behave like magazines.  This 7-part article explains why radio and print are different and explains in detail the theory and practice of planning, buying, and tracking results. (25:00 MUST READ)

Radio Glossary.   Brief definitions of jargon used by radio reps, and me. Most are industry-standard.  A few, such as Optimum Effective Frequency Range, are new concepts introduced on this site.

Radio Flighting & Personality Types.  Salespersons match their message to fit the personality type (Driver, Expressive, Analytical, Amiable) of the prospect. We can do the same thing in radio, depending on when we expect each type to respond. (3:00 Read)

Direct Response Radio Acceleration.  Should you expect instant results, or will it take weeks to build Brand Credibility among any station's cume audience?  That depends mightily on Who You Are! (3:00 Read)

Multiple Selling Propositions.  DR advertisers typically run one USP Control commercial into the ground.  A better idea is to run a number of commercials equal to the middle digit in your Optimum Effective Frequency range.

Control Burnout  Even the best Control Spot eventually burns out.  This article explains why.  It shows you how to predict in advance when burnout will occur, and reveals how a no-cost Brand Resistance Survey can help you cash in on the positive brand impression your Control Copy has created. (9:00 Read) 


The Marketing Communication Process.  Before you start scribbling scripts or comparing station rates, try to hammer out a simple strategy and brand promise.  Logical Analysis Leading to a Leap of Faith explains the entire process using an extended liquid metaphor for Your Brand. Seven Easy Questions.  The answers may be a tad more difficult, though. (8:00 Read)

The Steam Principle.  All purchase decisions are driven by emotional steam, and then rationalized by facts. But facts alone do not create enough heat to turn Tepid Prospects into Steam Heat Shoppers.   (1:00 Read)

The Reflection Principle.   Steam Heat shoppers see only what they're look for. That's one reason they often ignore your lists of compelling bullet points.  Here's a simple exercise that proves the point and helps you tailor your creative to your prospects' actual interests.    (1:00 Read)

Practical SEOPS & PPC.   In the early days of SEOPS, Content was King, SEO specialists could outwit the Google Spiders and Overture clicks were relatively cheap.  Today Conversion is King, SEOPs is a bear, and PPC shoppers have very little patience.  Here are a few things you can do to slickify your website before you buy a ton of radio clicks.   (12:00 Read)

 
Problem Detection Research.  Rather than rattle off a list of generic category claims, use this simple research method to take dead aim at your competitions' most vulnerable weak points.  Invented by BBDO in the early 1970's, Problem Detection led to one of the longest-running campaigns in history. (5:00 Read)

---

Production & Media Costs.

Radio Advertising Costs  The financial case for radio v. TV and print, with links to a few off-site articles on the subject. (3:00 Read)

The Hidden Costs of Radio Commercials  Unknown to and ignored by most advertisers, a critical cost is the money spent to air a mediocre commercial for the tenth time.  .(1:00 Read)

Cost of  Radio Commercial Production  Creative, studio, talent, music.  Less than TV.  Not free.  You can get a free copy of my Excel estimating sheet on this page. (4:00 Read)

A Brief Guide to Testimonial Radio Production  When Real People talk, other people listen. If, that is, you handle the screening, interviews, pencil edits, and final mix correctly.  Here's how. (5:00 Read)

How To Ruin A Testimonial Commercial.   Many agencies don't seem to like testimonial spots.  They regularly follow these Seven Steps to Ruination to make sure yours won't work.   Many agencies don't seem to like testimonial spots.  They regularly follow these Seven Steps to Ruination to make sure yours won't work. (3:00 Read)

Cost of Radio Jingle Production  A world unto itself. Music can be cheap or incredibly expensive.  Is a good jingle worth the money?  Well, as Steve Karmen said, "They don't hum the announcer." (2:00 Read)

Subliminal Radio.  Can Subliminal Sounds induce actions over and above those induced by the copy itself?   Hear for yourself!  A fascinating exploration of the deep contours of the subconscious mind. (1:17 Read)

Zero Based Budgeting  Without a Budget and a Deadline there is no Reality. This article applies the principles of  time and money management to any marketing, promotion or sales project, including something as simple as a DR radio test. (3:00 Read.)

 

---

Do It Yourself!

Your First Successful Radio Campaign.  If you've never done this before, this page describes a Two-Step process that will get you started in the right direction.  Click back here for details on how everything gets done.(1:00 Read)

How to Write Radio Commercials.  Radio isn't like print or TV where visuals, typography and art direction support your linear argument.  Still, you have to build a picture in the listener's mind. If you have no money to hire a pro, DIY! (3:00 Read)

---

The Radio Show A hundred examples of what happens when I apply all of the above to advertisers in categories similar to or other than yours.