Bad Radio Commercials

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Bad Radio Commercials

It’s almost too easy…just choose radio ads.

Commercials are the lifeblood of broadcasting. Without them, radio would go out of business because they provide most of the radio’s operating capital. If radio stations pay close attention to the quality of advertisements on their airwaves, they will end up with longer listeners because bad advertisements won’t force them to change stations. Good radio producers and consultants have long known this, and good consultants encourage their clients to pay attention to the quality of advertising on the radio. One radio guru, Dan O’Day, is a leading advocate for identifying bad ads and replacing them with better ones.

If you search the internet for dan o’day bad radio commercial generator, you’ll find a toy that Dan created to demonstrate how easy it is to fall into the clichés that plague bad radio commercials. If you have a little time to kill time and want to have a laugh, you should go play with it. Although if your company uses radio and you don’t have great copywriters, the Bad Radio Commercial generator might make you cry. Often, the result sounds a lot like something played on the radio everywhere.

Commercials are real on radio and TV because that’s how broadcasters make all the money they use to run their stations, pay their staff, and keep them afloat. But since many of the ads that air are bought locally and sold directly by the station’s sales force, the station has the final say on what a local program sounds like.

It’s not hard to understand why they would intentionally pollute their airwaves with the excuse of poor writing and production. It’s really easy to write a really bad radio ad, but not so hard to write a good one. Station managers just need to work harder on local advertising to reap huge gains in their audience.

A good example of a bad local commercial is usually a local high volume car dealership. Somehow, at some point in history, all the car dealers must have gotten together and agreed to give a shout out to their target audience.

Do you like being yelled at? Most of us don’t know it. Wondering why car dealers think they have to yell to get our attention? I wonder why they think we’re going to respond positively to all this shouting?

Dig into that awful car ad and you’ll probably hear lines like, “We’re Mr. Big Volume, and we’re going to be number one soon!” Why should we care? I don’t care if he’s number 1 or number 10…he doesn’t tell me what he’s going to do for me.

On a deeper level, you might hear something like: “We’ll do whatever it takes to get your business.” Again, why should we care? And the cunning part of me is probably thinking… “At any cost? What do I have to do to call it a bluff?” Because we know “at all costs” isn’t right, so now Mr. Bulk is yelling at me, Lie to me and tell me what I can do for him.

I still have no reason to see him, do I? Seeing how much he spends makes me totally uninterested in buying a car from him.

When you think about the time and effort that this station puts into producing an inferior product for their customers, you quickly realize that no one is getting what they’re getting for their money, including this station. Sure, they get the money customers pay for their schedules, but the bad part is that listeners churn, and if customers don’t get a good return on their ad buys, they won’t come back. Lose-lose-lose. not smart.

With a little thought, advertising can be very different. Ditch the old automotive scene style and embrace a new paradigm. Provide your customers with compelling, common-sense information on why they should consider doing business with you. Let the focus be on the interests of the customer, not the dealer. Get the message right, and for God’s sake write it in one message, not four or five. If the commercial is a 60-second spot, then only write 45 to 50 seconds of copy so the voice-over talent has a chance to actually connect with the customer.

There are plenty of ways to make good points better, but for now, broadcast creatives might just want to focus on how to make their bad points better.

That should keep them busy for a while!

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