One of the first steps in audio branding is asking the following questions about your brand media. ►How much sound are we actually putting out?►How much of it was designed?►How much of it can be designed? But before we can design, we need to answer that first question. We need a clear picture of your…
Why So Many Radio Ads Fail – Part 2
Last time we highlighted some of the differences between active and passive media consumption. Another distinction that needs to be made for audio-only advertising is emotional versus logical persuasion. There’s certainly a lot of value to persuading with facts, figures, and data, but numbers don’t always convey well in audio ads. To a passive listener,…
Why So Many Radio Ads Fail – Part 1
I started my career in radio, and something that continues to frustrate me is how so many writers and producers of radio content will write and produce with this idea that the audience is hanging on their every word. The hard truth is they’re not, and they haven’t been for well over fifty years. Remember…