Radio advertising is an undeniably strong channel for local businesses. It reaches 63% of all Americans 18 and older daily. Radio also garners more attention from listeners. According to a study, 55% of people listen to radio ads more than any other medium’s ads. These are powerful stats to share with advertisers, but what makes a great radio ad? Let’s dive into some radio ad content best practices to ensure your customers take advantage of this high engagement.


Radio Ad Content Best Practices

Share these best practices with your customers, whether they’re radio ad veterans or purchasing their first spots.

Recommend Advertisers Showcase Social Proof

Social proof has become a critical part of all types of advertising. It describes data points or customer endorsements of a product or service. If your advertiser has these, they can be instrumental in earning listeners’ trust.

For example, a local company in the health and beauty industry has definitive data like “X% of our clients improved XYZ.” This can be very influential and grab the attention of those with the same goals.

Include Components to Measure Impact

Radio ads, unlike digital advertising, don’t include a click. That’s how you measure digital marketing. Your customers can include unique components to measure the ad’s performance. That could consist of a special promo code, URL, phone number or a “mention this ad” directive. By integrating those into the content, your advertisers will have clarity on how they drove sales.

Keep Language Simple

In radio ad copy, you want to ensure that the language is easy to understand. It’s not a time for tongue twisters and jargon. Even if the advertiser offers a more complex solution or product, ad copy should be in layman’s terms.

Because these are audio ads, they need to be clear in pronunciation. Bigger words hinder this and can also alienate listeners who tune out when they don’t understand the vocabulary. Language should be conversational, not unapproachable.

Say the Name, Say the Name!

It’s essential to introduce the company name throughout the spot. Think about the folks at Geico. Their ads are funny and light, but they say Geico a lot. There’s no confusion as to what the company is. Your advertisers should follow a similar approach. This will aid recall significantly when a consumer begins to look for a solution.

Direct the Ad Toward a Specific Audience

Since radio reaches everybody, it’s never a bad idea to be specific in ad content. If your client’s services or products are for targeted demographics, the ad should speak to them.

For example, suppose your advertisers want to boost visibility for kid- and family-friendly events and offerings. That’s the tone the ads should take. It doesn’t mean they don’t have something for other demographics, but they want more family-focused customers.

Tell a Story

When we hear stories, our brain actually reacts. Studies show that when we listen to them, our brain creates more oxytocin, a compound that enhances empathy. It creates an emotional reaction, which improves engagement and recall. It can be the building block for trust, and when people trust a company, they are more likely to become and remain a customer.

Creating a story in a minute or less may seem impossible, but it’s not. Your advertisers can tell a relevant, moving story in a few words. As long as it’s authentic and relevant, listeners will give it their attention.

Lead with Benefits, Not Features

Another point to give advertisers is to recommend their radio ad content focus on benefits, not features. Features deliver benefits, but you want to dial in on benefits because that’s what will make someone consider the purchase.

For example, the local hardware store can talk up its latest mowers. Instead of going on about the features, they should highlight benefits like how much time a person will save or how fuel-efficient it is, saving them money.

Getting Radio Ad Content Right Matters

Advertisers may hesitate to invest additional dollars if radio ad content doesn’t deliver results. When you provide them with best practices and a guiding hand, their radio ads can be more impactful and more likely to drive revenue.

For more tips and strategies, read our post on why consumers listen to and trust radio ads.