Silence Can Be Golden in Radio Ads

A barn.  Blue skies.  A horse running through the fields.

A great image just came to your mind reading those words, right?  But what color was the barn – red?  What color was the horse – brown, white, black, spotted? And while the horse was running through the fields under the blue skies, was it a winter day with snow on the ground or were there wild flowers growing.  Whatever your answer was, it doesn’t matter.  The image that came to mind was relevant to you and that is the power of radio commercials.

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The Secret Formula to Great Radio Ads

radio

What makes a great radio ad?  Is there a magic formula or do you just have to have a gift?  In today’s post, some of radio’s great creative minds share their thoughts and approach to writing great radio ads.  Have you tried their approach in the past?  Please tell us what you think about their suggestions.

“Radio is one of the few remaining mediums with captive audiences. They can’t click away from you; they can’t skip ahead. While they are driving in their car, you own their attention,” said Chris Smith, Brand Creative Group Head from The Richards Group, as he was emphasizing radio’s continued relevance as a great storytelling mechanism despite all other advertising choices.

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