If you’ve ever done a radio campaign and it hasn’t worked for you, there’s usually a few reasons. Over 80% of all Australians 10+ are listening to the radio daily, in the car, at work and at home, so if you’ve got a great commercial, you’re marketing to the right audience demographic at times they are listening, then everything should work.
Radio advertising works better than most forms of advertising because audio is better than video. Radio advertising, done well, has the ability to foster deeper, more personal connections and create a “theatre of the mind”. While video has its distractions, audio allows for portability and focuses the listener on the message, making it crucial for creating a loyal audience that can engage with content hands-free, like during commutes.
What are the mistakes businesses make that can turn a radio campaign on its head?
Talking About Yourself Instead of Your Customer
Many businesses think advertising is about listing what they sell or how long they’ve been around but that’s not what gets people to buy. I’ve heard plenty of radio ads that start with “We’ve been in business for 25 years” and then roll through a laundry list of products and services. It’s dull, forgettable, and doesn’t connect.
Your audience doesn’t need to be told what you do, they need to know what you can do for them. Advertising isn’t about you, it’s about the customer’s problem and how you can make their life better. When you make that shift, your message instantly becomes more powerful and more human.
Don’t Waste Time Quoting Long Addresses and Phone Numbers
Most radio listening happens in the car and let’s face it, your audience doesn’t have a pen handy to jot down your details. That’s why your business name is the most important thing to repeat in your ad. The address comes second.
If people need to visit your store, make the location easy to remember. Skip long street numbers and instead describe where you are, near a landmark or a well-known business.
And don’t use your phone number. No one will remember a ten digit number they’ve just heard once. Those ten words could be far better spent selling your offer or reinforcing your brand.
Not Considering the Problem You’re Solving
Too many ads focus on you or your business, your services, your experience. But the truth is that listeners already know what a plumber, mechanic, or hairdresser does, how long you have been in business and a steady list of what you are offering.
What really matters is the problem you’re solving. Are you fixing a burst pipe at 2am? Saving people time or solving that little problem they deal with on a daily basis? Are you making people feel better about reducing the chemicals they use or encouraging them to eat healthy? That’s what connects.
Great ads tap into what your customers care about most, not what you want to tell them. When you understand their problem, your message shifts from “here’s what I do” to “here’s how I can help you.” That’s the difference between an inspiring ad and a forgettable one.
Weak or Unappealing Call-to-Actions
Your call to action should spark urgency, turning browsers into buyers. But even if you think your offer sounds great, will it actually make people act now? In today’s deal-driven world, a simple “10% off” often won’t cut it, especially for lower-priced products.
Think about creating a real incentive like a loss leader, selling something at cost to attract customers or offering a bonus item free with purchase. The goal is to make your offer too good to ignore. Before launching it, run it past someone who’ll give you honest feedback. If it doesn’t make them want to buy right away, it probably won’t move your audience either.
Want more information about radio advertising? Our account managers have a team of specialists ready to help you craft your radio commercial. Want to know more, reach out to us.
Cheryl Lee is co-founder of Rebel Connect PL, a family owned and operated Australian business that provides total marketing solutions. Rebel Connect clients have access to advertising across the company’s radio networks, Rebel FM & the Breeze and Rebel Agency, a digital marketing solutions company providing website development, Google Ads and social media marketing strategies.
