Don’t Be Like The Other Guys
As an editor at Write Label, I read a lot of ads for companies that are in the same industry, all competing for listeners’ attention. For example, there are a lot of HVAC companies and a common request is for an ad that makes them stand out from the rest of the pack.
If everyone from your industry is promoting their business on the radio, does that mean you shouldn’t? NO! If people hear your competitors on the radio but not you, they’ll most likely choose a competitor. When someone’s A/C breaks they’ll look up the name they remember. Get on the airwaves with a memorable message.
The writers of Write Label are able to provide a variety of scripts that let the client choose how they want to distinguish themselves. Brands want a variety of unique scripts and Write Label has a large community of unique writers — it’s a win-win. Some companies want to play it safe with a straightforward ad, but the most successful ads I’ve seen are the ones where the client is willing to infuse humor or go with an unconventional approach, instead of one that just lists all of their services. If you’re one of a dozen HVAC companies in your region, you’re going to want to sound different than the other guys or else your messaging will just be white noise.
Other than humor, here are a couple of other successful tactics I’ve seen companies use in order to not “sound like every other [insert industry] company.”
1. Have a Conversation, Tell a Story
One common mistake I see are companies set on aggressively selling all that they have to offer. I think it actually hurts to promote AT potential customers. Instead, connect with them so they’re curious to know about your business and remember your name. I’ve seen a surge of companies that want to capitalize on the pandemic so their messaging comes off as pushy, e.g., “We’re here for you so you should come to us. You still need us.” People are tired of being advertised to. Radio ads that depict a radio DJ having a conversation with a customer or business owner sound less salesy and more like you’re overhearing two friends discuss a great deal. Also, having a testimonial in your ad tells listeners a real life story about how great your business is without you having to sell it. Stories are much more compelling than sales pitches. Plus, it’s better to have someone else toot your horn!
Testimonial example: “Ray’s H-VAC Repair took time to understand my A-C needs instead of just trying to sell me an expensive replacement.”
2. Message of Appreciation
Some brands use radio ads to share a message of appreciation instead of hard-selling their products and services. Recently the majority of those messages have been heartfelt words for frontline workers during the pandemic, encouragement to the community, or praising a local high school sports team. To me these messages stand out because even though they’re technically ads, they feel like a break from all the selling to humanize the business by reminding people that they’re part of the community, too.
Message to community example: “Ray’s H-VAC Repair is so proud of Valley High football’s victory this week. Congrats on the big win!”
It can feel overwhelming to decide which way to promote (or not promote) your business on the radio, but luckily Write Label has the ability to craft multiple versions of your message with a fast turnaround. Our writers come from all different backgrounds, allowing us to bring fresh, outside perspectives to your business, combined with the skills to understand your goal and craft an effective radio ad.
