Advertising takes up a large chunk of the budget of many businesses. For startups, it’s easily the fastest way to get known and build a client base. Advertising on TV and print ensures that your ad will reach more people in less time, albeit for a very high price. But few companies make use of radio advertising, an equally effective medium. True, it’s not as wide-reaching as the TV ad or as permanent as the print ad. But with a proper strategy and well-prepared material, you can create an effective, credible radio ad for a much lower cost – or even for free.
How does it work?
Commercial radio ads aren’t free, but radio talk shows will let you talk about your product or service as long as it falls under their subject. For example, if you’re trying to sell a book on diet tips, you can get on a talk show about health and discuss your ideas and opinions. Some stations will even let you mention contact details and direct listeners to online retailers. The reason it’s free is that you are using airtime intended for the show, not the commercial airtime that’s meant to generate revenue for the station.
Why is this effective?
Though you might not consciously listen to the radio, you’ll hear it in a lot of public places, and the catchiest names are likely to stick around for hours – which is precisely the effect you want from an ad. You also reach your intended audience instead of the general public, so you’re sure that your listeners are more likely to buy your product. This way, you can discuss your ideas thoroughly without worrying about boring your listeners, since you know they’re interested enough to tune in in the first place.
What are its disadvantages?
One drawback with this type of advertising is that you don’t get much creative input, unlike commercial ads where you can use scripts, music, and catchphrases. Even if you’re on topic, the host directs the flow of the conversation, and you have to improvise on ways to mention your product without sounding as if you are making a hard sell. It can also be hard to secure interviews, especially if you’re based in a remote area where the radio station has a small audience.
How do I get on a radio show?
The simplest way to get an interview is to call or visit the radio station and ask if they’d like to feature you. Producers are usually responsible for booking, so get their contact details and list down the show topics that your product might fit into. Start by introducing yourself, making it clear why you are qualified to talk on the topic. Explain your product or service, tell them what show you’d like to talk on and why you think it’s suitable, and mention your target audience. Put on your best voice so they know you’ll sound good on their show. It’s unlikely to get booked on your first try – you have to be patient and talk to a lot of producers before getting a positive response.
Conclusion
Getting on a radio show certainly is not easy, but it is not impossible. Follow the tips mentioned and you should get a radio booking before long.