Writings of a Radio mAD Man

1. Keep it a secret – Don’t tell your employees what you are doing on the radio.  Don’t let them hear your ads.  Your customers who HEARD the ad will walk in and your employees will not know what they are talking about.
    
2. Insist on ordinary – It’s understandable that you want everyone to LIKE your ad.  So you want to make sure it includes all the words that will not offend or raise questions. Good thing it won’t stand out from the crowd.
    
3. Don’t incorporate it into your business – The unique selling message of your radio ad would be even less effective if it differs from the messages on your website, business cards, letterhead, print ads or TV ads.
    
4. Talk AT, not TO, your customers – Ads that speak to, and persuade, the heart of a customer are way too effective. By making sure your ads do a lot of talking or YELLING, you can ensure your customers will stop listening immediately.
    
5. Irrelevance is key – To truly stifle your radio ad and make sure it does you no good at all, make sure you fill it with things that your customers don’t care about.  Fill it with your hours of operation, number of locations, phone number, years in business, etc.  Whatever you do, don’t fill your ad with the benefits of your business and the end result of your product for the consumer.  If they start to envision themselves using your product and service and then they start imagining themselves being happier because of it, they will eventually come to you and expect to give you their money… and you don’t want that… do you?

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