Here’s a simple change to make your radio commercials a little more effective…
If you use radio commercials to drive traffic to your door – your event, your warehouse, your showroom – use the location, not the address. More specifically: describe it from Largest to Smallest.
As you give your location, you want the listener to slowly, incrementally focus on your location in their mind – like you’re on Google maps or Mapquest zooming in. The listener will ultimately picture your store front or at least the area or surrounding stores/landmarks/images they’re already familiar with.
If you need to, start with the city – since the broadcast radius of the average radio station can cover almost ten thousand square miles, chances are there are other towns with the same street names which are covered by the radio station. (How many towns within 10,000 square miles have a “Main Street”?) Then work your way down to the block or nearest landmark.
The other day I received a script from a radio salesperson that said:
“Super Shoes, on Philadelphia Street near Big Lots in Indiana.”
This is: the street, the specific block, then the city. The order of the information is “medium/small/large”. That’s not zooming in.
It needs to read: Large/Medium/Small. I would write it like this:
“Super Shoes in Indiana. On Philadelphia Street, near Big Lots.”
City/Street/Block (Large/Medium/Small) As we zoom in, the listener is drawn to the exact location. If they can’t picture your specific store, they are at least are familiar with the neighborhood and feel comfortable knowing where you are.
This is one of those little technical tweaks that keeps your radio commercials seamless and smooth and helps create a connection between your business and your new customers.
Image courtesy of “Images Of The Past”