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Digg It - Radio Advertising Commandments - Part 2
In my last article, we left off at Radio Commandment number 4 Thou Shalt Pick The Right Music Bed
If you're going to produce a radio spot that has the most bang for the buck, you have to make sure that every word "sits" comfortably on the music bed (background music). You can record the announcer first and try to match the music, but it's a lot smoo
If you're going to produce a radio spot that has the most bang for the buck, you have to make sure that every word "sits" comfortably on the music bed (background music). You can record the announcer first and try to match the music, but it's a lot smoo
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ther when you pick the right music from the get-go.
What I typically do is run a few different tracks as I read the spot over in my head. What I'm looking for is a music bed that flows and a matching cadence in the read.
I want to make sure that if I'm pitching a limited time colossal sale that the music is exciting with a strong beat and essential music "posts" (wh
What I typically do is run a few different tracks as I read the spot over in my head. What I'm looking for is a music bed that flows and a matching cadence in the read.
I want to make sure that if I'm pitching a limited time colossal sale that the music is exciting with a strong beat and essential music "posts" (wh
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
re certain words get pushed by a musical punch or stop).
When I find the sound that I'm looking for, I then begin to re-write the spot making sure that I take advantage of the various musical modulations, punches and "holes" (silence) where each key word is as impactful as possible.
Believe me, when a well written spot is married to a great music bed, the fireworks
When I find the sound that I'm looking for, I then begin to re-write the spot making sure that I take advantage of the various musical modulations, punches and "holes" (silence) where each key word is as impactful as possible.
Believe me, when a well written spot is married to a great music bed, the fireworks
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
happen and listeners not only hear it - they feel it!
That being said, let me state that some of the best commercials I've ever been a part of, have had no music bed at all!
In these cases, the power came entirely from the announcer who was able to take every cherry-picked word and make it his own.
The best "cold voice" (spots without music) radio commercials were
That being said, let me state that some of the best commercials I've ever been a part of, have had no music bed at all!
In these cases, the power came entirely from the announcer who was able to take every cherry-picked word and make it his own.
The best "cold voice" (spots without music) radio commercials were
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
he ones that had the least amount of words, the greatest amount of meaning and the strongest emotion.
Now you might think that male announcers dominate the airwaves and you may be right. But there are female voices that do incredible work.
Which brings me to Radio Commandment number 5. Thou Shalt Pick The Right Talent For Your Radio Commercial
W
Now you might think that male announcers dominate the airwaves and you may be right. But there are female voices that do incredible work.
Which brings me to Radio Commandment number 5. Thou Shalt Pick The Right Talent For Your Radio Commercial
W
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ile great copywriting may be the key to a successful radio campaign, it is the announcer, who opens the door!
There are many great sounding announcers in the marketplace, but sadly few, who understand the importance of verbal foreplay. The innate ability to roll passionate words around effortlessly, bumping and grinding each syllable into a heated and euphoric grab f
There are many great sounding announcers in the marketplace, but sadly few, who understand the importance of verbal foreplay. The innate ability to roll passionate words around effortlessly, bumping and grinding each syllable into a heated and euphoric grab f
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
or your attention - and money.
It is these wordweavers who you should seek out.
How do you find these voices? A good place to start is on the internet. Just key in "voice over talent" and you'll find plenty of demos to audition. How will you know who's good? Simply listen. If they move you - take their name, email and find out what they are offering. In some cases,
It is these wordweavers who you should seek out.
How do you find these voices? A good place to start is on the internet. Just key in "voice over talent" and you'll find plenty of demos to audition. How will you know who's good? Simply listen. If they move you - take their name, email and find out what they are offering. In some cases,
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ou may be fortunate to find someone who is also an accomplished copywriter.
A question I often get asked is whether a male announcer is better than a female announcer.
I think alot depends on what you are selling. For example, I'd be hard-pressed to use a male voice if I'm selling menstrual pads. I'd also find it less convincing if a female voice were selling shop t
A question I often get asked is whether a male announcer is better than a female announcer.
I think alot depends on what you are selling. For example, I'd be hard-pressed to use a male voice if I'm selling menstrual pads. I'd also find it less convincing if a female voice were selling shop t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ols.
Interestingly, I think women can get away with selling more products than men- however, I believe men seem to have a more commanding and convincing presence.
Which brings me to Radio Commandment number 6 Thou Shalt Believe In Your Product
Nothing irks me more than radio spots that hammer away at listeners with zero conviction. Spot after sp
Interestingly, I think women can get away with selling more products than men- however, I believe men seem to have a more commanding and convincing presence.
Which brings me to Radio Commandment number 6 Thou Shalt Believe In Your Product
Nothing irks me more than radio spots that hammer away at listeners with zero conviction. Spot after sp
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ot of useless unconvincing dribble to buy this, call here, shop there and the most redundant and pathetic of them all...quality, service & price!
Is there any business out there that isn't about quality, service & price? DUH. Well...hmm, maybe banks. Let's face it. Everybody in their right mind wants the best quality and service at the lowest imaginable price. Enough
Is there any business out there that isn't about quality, service & price? DUH. Well...hmm, maybe banks. Let's face it. Everybody in their right mind wants the best quality and service at the lowest imaginable price. Enough
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
already!
The fact of the matter is, that your radio spot should evoke those sentiments without having to spell it out.
Remember - it is a classy spot that says quality for you.
Relating how you make sure to always do a little bit more for a customer, says you're into service.
And letting your listener know the difference between the regular price and the sale pric
The fact of the matter is, that your radio spot should evoke those sentiments without having to spell it out.
Remember - it is a classy spot that says quality for you.
Relating how you make sure to always do a little bit more for a customer, says you're into service.
And letting your listener know the difference between the regular price and the sale pric
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
while throwing in some added-value offer certainly says there won't be any objections to the prices.
In other words, you can't sound believable if you're echoing the same redundant information as everybody else. Believability happens when truth prevails.
You can sell $2. t-shirts and pretend they're great, or you could say something like "...and we're stuck here wi
In other words, you can't sound believable if you're echoing the same redundant information as everybody else. Believability happens when truth prevails.
You can sell $2. t-shirts and pretend they're great, or you could say something like "...and we're stuck here wi
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
th these posh, really high-end 100% baby-soft cotton t-shirts that have these, like, minor flaws because of some imperfect dye run that no one would really notice anyway, and heh, for $2. you absolutely can't go wrong, so come by before you feel sorry....that you didn't..."- blah blah...
The matter of fact, conversational & up front tone, brings you into the announce
The matter of fact, conversational & up front tone, brings you into the announce
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
's "I'm your friend, listen to me - I'm offering you advice" space. And it works.
It is believable. It is real. It is reliable & convincing.
And that means you've just gained another excited customer.
This brings me to Radio Commandment number 7 Thou Shalt Use Radio To Make Friends & Build Trust
Creating a relationship with your listener is a l
It is believable. It is real. It is reliable & convincing.
And that means you've just gained another excited customer.
This brings me to Radio Commandment number 7 Thou Shalt Use Radio To Make Friends & Build Trust
Creating a relationship with your listener is a l
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ng term commitment and important for sales today & tomorrow. But making friends on radio will take more than a serious up front spot. Spots can and should at times, be humorous. As long as there is a sense of imparting truth.
In fact, humour is a wonderful tool because it entertains and radio is in the entertainment business. Yes, I know that talk radio is very serio
In fact, humour is a wonderful tool because it entertains and radio is in the entertainment business. Yes, I know that talk radio is very serio
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
us and not entertaining, but that is what is only on the surface.
But getting back to using humor. It's a great way to grab someone's attention, win someone over and invariably, make a friend and a potential customer. But it can also work against you.
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching t
But getting back to using humor. It's a great way to grab someone's attention, win someone over and invariably, make a friend and a potential customer. But it can also work against you.
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching t
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
eir heads trying to remember the advertiser. A case of "that was so funny that I didn't get what product they were selling."
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they'
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they'
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e feeling. One day that listener may need to decide between your product or service and another. The one they'll go for is the one that will "feel good" to them and is offered with the feeling of a trusted friend.
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very privat
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very privat
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
e bathroom as you dry up from a shower or shave & strutt naked to the morning music.
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weeke
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weeke
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ds - 365 DAYS A YEAR! Is it a wonder that over time, radio is the best media key to unlock a listener's inhibitions and build up a place of trust in their lives?
Talk about trust. Listeners are not the only ones you want to win over.
In my next article, I'll discuss Radio Commandment number 8.
Thou Shalt Use Radio To Build Strong Business Alliances.
Talk about trust. Listeners are not the only ones you want to win over.
In my next article, I'll discuss Radio Commandment number 8.
Thou Shalt Use Radio To Build Strong Business Alliances.
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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