I admit it. I have trouble listening to radio.
It’s my own fault. I worked in radio for 34 years so I hear it when announcers make mistakes others probably wouldn’t notice.
I hear when one song is repeated mistakenly within a short time period.
I notice when a pre-recorded weather forecast is out of date.
When you have been trained to listen that way, it’s almost impossible to change the way you listen.
That’s not why I have trouble listening to radio.
It’s because most radio commercials, especially (but not exclusively) locally produced ones, suck like a Dyson.
And this makes me sad because I love radio.
If you use radio to promote your business (and I think you probably should consider it), don’t settle for poorly written commercials and run them anyway, thinking that they will work no matter what.
If the radio account rep presents an ad to you that is not as good as it could be, then DON’T ACCEPT IT.
If you think the ad sounds just like another commercial for another company, then DON’T ACCEPT IT.
If the ad presented to you has conversation in it that doesn’t sound real or authentic, then DON’T ACCEPT IT.
Push for authenticity.
Push for credibility.
Push for ads that sound like you.
(Or you can hire two of the best copywriters I know to write great commercials for you. They’ve got openings for new clients in 2015.)
If radio advertisers everywhere stop accepting mediocrity then ads will improve and we will all enjoy listening to radio more.
And that’s going to make me very happy.