Good copy. The best voice over talent. And a heaping spoonful of creativity make great radio ads.
There you are. Sitting in traffic. Listening to your favorite station. Then it hits you! Your ears start ringing. A slight nauseous feeling sets in while you break out in a cold sweat. Then you try to reach for the change station button, but it's too late! You've just been the victim of...BAD RADIO ADVERTISING (B.R.A.).
B.R.A. can strike at anytime. You'll know when it happens. An overindulgent ad with more sound effects than Michael Bay lens flare in Transformers. Or maybe the talent is SCREAMING at you telling you to come down to a mattress emporium!!! (Aren't mattresses supposed to invoke rest and relaxation)?
There is simply no excuse for B.R.A. Radio is different and should be treated as such. As a voice talent, I've been on the end of both great and terrible copy. Good copy can make a session magical! It will flow so smoothly, and you'll be amazed that you're getting paid to produce such excellent creative work. A poorly written, or misguided radio campaign, can feel like dental work...with no anesthetic...performed by Edward Scissorhands.
What makes great radio advertising?
What some people forget about radio, and it's a unique medium that needs a certain amount of sculpting. The concept should paint a picture for the listener. Radio is harder to do then tv or web that have visuals to back up a script. In radio, you are leaning solely on the script, the talent, and the concept.
The folks at Radio Mercury Awards put out 2 videos called "Things We Don't Want To Hear In A Radio Ad", and it couldn't be more spot on (pun...get it?).
While funny (and accurate), these videos put a lot of people on notice. Are your ads a victim of B.R.A.? Do you need a creative partner to help alleviate the symptoms? Let's chat.
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