How GOOD radio ad producers become GREAT

In radio…there are GOOD producers who record and assemble ads…and then there are GREAT producers who direct and orchestrate audio that can make the hairs on the back of your neck stand up and scream “let me hear that again”.

What separates good from great?

The ability to create a focused emotional response to the audio that is aligned with the goals of the ad.

Great production makes people FEEL the message.

First you need to decide what emotion or emotions to focus on:

A great ad can have either one core emotion OR one core and one secondary emotion.

Ads that have one emotion focus on one of the following:

PRODUCT experience: what the consumer feels when they use the product or service.

PURCHASE experience: what the consumer feels when they buy the product or service.

PRESENTATION experience: what the consumer feels when they are able to give or provide the product or service to a person they care deeply for.

Use PRODUCT experience when the product offering is unique or the client is the only one advertising the product.

Use PURCHASE experience when the product is not unique and many similar businesses are also advertising the product.

Use PRESENTATION experience when the person purchasing the product is not the person that is going to use the product (jewellery, lingerie, flowers, any gift really) OR if both will be using the product (a trip, a spa package for two, a niche restaurant), but the intent is to impress or surprise the non-purchasing party.

Two emotions, a primary and secondary, are required for:

Positioning ads: where you have the negative emotion of the evil competitor AND the positive emotion of your heroic client.

Problem/Solution ads: where you have the negative emotion of the problem AND the positive emotion of the solution the product provides.

The biggest thing to remember here is…make the positive emotion the star of the show.

RULE: In a 30 second ad you should spend no more than 10 seconds on the negative and at least 20 seconds on the positive.

Positioning ads that violate this rule will end up communicating that “that guy stinks” but people won’t remember who they should see instead.

Problem/Solution ads that violate this rule will make people remember that “it really sucks when that happens” but they won’t recall what to purchase to make it all better.

Early in my production days, I was guilty of overproducing the secondary emotion and it would always undermine the effectiveness of the ad.

Now that I know WHAT emotions to communicate…HOW do I communicate them?

Through music and performance.

Dig deeper through your music service to find an emotionally charged track that matches the feeling you are trying to create. Then…

Voice the talent to the selected music track and make sure their tone and delivery matches the emotion and movement of the music. Don’t settle for reading the words off the page. Tell them what to punch, get them to really feel it, and direct an emotional performance.

I’m not naturally good at this…how can I get better?

WATCH MOVIES: Nobody uses music more effectively to create emotion than Hollywood. John William’s triumphant horns in Star Wars, the creepy repetitive piano in Halloween, the quirky synth sound of Ferris Bueller’s Day Off. If you use similar music styles in your productions…you can retrigger the same emotions people felt when they saw these movies.

Google “The Psychology of Sound”: There is no shortage of online articles that break it down in ways that will inspire you to experiment with your next production. Here is just a taste of what I found on amplifon.co.uk/resources:

“A 2009 report from Sweden's Lund University put forward six psychological mechanisms through which emotions may be produced when the brain reacts to sound.

1) Brain stem reflex: When the acoustic characteristics of the sound (eg loud or dissonant) signal a "potentially important and urgent event", causing us to react on an instinctive level.

2) Evaluative conditioning: When an emotion is elicited by sound because we have heard it repeatedly in a certain setting, leading to an association between sound and setting.

3) Emotional contagion: When we perceive the emotion expressed by a piece of music: the music doesn't necessarily sound sad, but rather we recognise it as expressing sadness.

4) Visual imagery: When the structure of a piece of music makes us imagine certain scenes or sensations, such as a rising melody connecting with the sensation of moving upwards.

5) Episodic memory: Also known as the "Darling, they're playing our tune" phenomenon - when a particular sound or piece of music evokes a powerful memory.

6) Music expectancy: This is tied to our experiences with music: for instance, an unfamiliar variation on a standard note progression like may cause feelings of surprise and curiosity.

Of these mechanisms, the authors stated that the first two are in-born reactions, the second two develop during the first few years of our lives, and the last two tend to be learned during childhood and later life.”

All of the online articles have one common theme…

“Sound is the most effective tool to create real emotional responses”

The lack of visuals in not “radio’s handicap” because the sound will inspire a unique image in the listener’s mind that will be way more meaningful then any force fed image.

Radio has not drawn the short straw.

We have been given the only gun in a knife fight.

And it’s a big gun that can motivate people to buy.

We just need to learn to shoot it.

Sign up for the “Radio Ad of the Week” at audioactiveadvertising.com and this coming Monday I’ll send you three emotionally charged ads and a breakdown of what makes them tick.

One last thing…I can’t write an article on great production and not thank Rene Huebener and Gerry Derikx, the guys who taught me so much of what I passed along today. Thanks guys!

Next week we’ll continue to talk about “The Power of One” by focusing on choosing ONE Call to Action. 

Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with some of the most creative sales reps, writers, producers and voice talent in the business.

CHECK OUT “Audio Active Advertising” every week on Puget Sound Radio.

THE ONLINE AGENCY IS OPEN: Get “Audio Active” ads for your clients with Audio Active Advertising’s online agency. Check out over 100 Effective Ad Examples and then become the next one by ordering an Audio Active Campaign. Go to audioactiveadvertising.com.

What can RADIO learn from GOOGLE?

I love Bob Hoffman and I’ve quoted his blog, The Ad Contrarian, many times to convince clients that online advertising is overrated and that they should stick with traditional media. The radio industry has fully embraced his ideas because he provides us with ammunition to defend against the imminent threat of new media. BUT instead of trying to imitate Bob in this column, I’m going to suggest something that is contrary to how the radio industry uses the Ad Contrarian.

Let’s take a time-out from our defensive position against new media and take a closer at what radio can learn from their leader…Google.

First, lets look at what makes Google unique:

Google is constantly refining its product. They don’t follow Microsoft’s “version release” model where ideas and new features are stored up until they have enough of them to release the next version.

Great radio requires the same approach. Don’t wait until a format change to suddenly be better at engaging the audience. Come up with ways to improve listener engagement everyday and implement ideas immediately. Why would you wait?

Google’s mission is “to organize the world’s information and to make it universally accessible and useful”. Notice there is nothing about maximizing profit, growth and shareholder value. They don’t even mention their advertisers. Their mission is completely focused on their user because their number one guideline at Google is “focus on the user and all else will follow”.

The radio industry could really benefit from a singular focus. We’re locked in a tug of war between programming goals and sales goals where the majority of the decisions favor the needs of the station’s clients. If we were to adapt Google’s user focused guideline we could align the staff to one common goal of serving the listener and create the kind of station that our advertising clients would WANT to be on.

What can we learn from Google’s philosophy about advertising?

Google believes that advertising should be clearly identified and not disguised as content. Do a quick google search for “plumbing” or “chicken” and notice how the paid ads are identified as such.

Radio, for the most part, does a good job of this too BUT we have been to known to sell unnatural product placement conversations in our morning shows. I still laugh about how the listeners at a station I worked for thought paid conversations for the launch of Johnsonville Sausages was a parody bit crafted by the morning show. The listeners just couldn’t believe that someone would actually use “Johnson” in a name for a sausage product.

Google believes that advertising should be relevant to the user’s need and useful to the user. This is not just something they say. They invested time to develop AdWords and AdSense. AdWords makes it so paid search messages only appear when people are searching for words associated with the product. AdSense matches display ads with the content on the website that the ad appears on and the audience the site attracts.

Radio has a format system that targets specific demographics but I don’t think we do enough to make sure that the ads match the audience.  When we ask our clients “Who do you want to target?”, we need to clarify that they should choose from the demos the station is strong in.  We should also provide more guidance on how to speak to our demos so that the ads are more listener focused and relevant.

Google developed “Display Ad Builder” that not only shows advertisers how to build an effective display ad, it makes it possible for anyone to make one.

Radio needs to show our clients how to use radio more effectively. Is a “Radio Ad Builder” possible? It could help clients focus on the right info, provide them with example ad templates, and educate them on how to take advantage of radio’s strengths. The writers could focus on refining the ad instead of having to start from zero with every new client. The first company to develop a “Radio Ad Builder” would have a significant edge over their competition. Once everyone offers one, it will benefit the industry as a whole.

Google believes that less is better than more. This goes hand in hand with their “ads must be relevant” philosophy. When they say “less” they mean the user is exposed to less ads AND the ads are actually relevant. The user benefits from a more clutter free experience. The advertiser benefits because the user is more likely to notice, understand, remember, and act on the relevant advertisements if they are not delivered with a boat load of irrelevant advertising.

Great radio stations need to respect a proper balance of ads to content.  

Google believes advertising should be accessible to all businesses regardless of size. AdWords made it easy for small businesses to access and purchase search advertising. All they need is a credit card and their ads will appear within minutes alongside the big players in the industry.

Radio does a good job of serving businesses that are large enough to invest $30,000 to $100,000 annually in advertising but has yet to come up with a way to be accessible to smaller and start-up businesses. We can sell them a small amount of ads but we know that without sustained frequency, they are unlikely to see a return on their investment. If we were to offer a highly reduced evening and overnight price point only to businesses under a certain size, we could help businesses grow to become the $30,000 to $100,000 investors we are looking for. Imagine how much they would use our services if we were the ones who helped them get big enough to afford us.

Google’s advertising growth plans: luckily they don’t involve radio…for now.

As television programming migrates from traditional distribution to online, Google seeks to provide television advertising options for clients. No doubt they’ll evolve the ad form by incorporating benefits that only YouTube, twitter, blogger and website development can offer. They’re also into mobile telephone advertising where the Google “relevant” approach has the potential of considering your current location. With this info you could receive lunch specials for a restaurant you are about to drive by at 11:30am.

Right now the Radio Industry is lucky that both Apple and Google prefer a “monthly subscription” revenue model for their Apple Music and Google Play music services. BUT…it is possible that these companies, that refine and improve their product everyday, may one day offer a free version of these services that generate revenue by playing a couple of relevant ads every twenty minutes. After all, offering a variety of distinctive formats is a great way to deliver a relevant message to a specific market segment. Radio fits in well with what Google wants to provide its users and advertisers.    

It’s easy to take a defensive position against new media and make it yet another “us vs them” endeavor. If radio is going to adapt and survive we need to take the time to analyze popular substitute forms of advertising and learn from their success. It plays a significant role in becoming better.

If we aren’t able to offer better radio and be a more effective advertising platform…one day soon…Google will.

Next week we’ll continue to talk about “The Power of One” by focusing on the importance of One Core Emotion. I was supposed to do that this week but the Google thing got in my head and I had to get it out.

Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with some of the most creative sales reps, writers, producers and voice talent in the business.

CHECK OUT “Audio Active Advertising” every week on Puget Sound Radio.

FREE OFFER: Sign up for the “Radio Ad of the Week” at audioactiveadvertising.com and every week you’ll receive our featured ad and a brief description of what makes it tick.

THE ONLINE AGENCY IS OPEN: Get “Audio Active” ads for your clients with Audio Active Advertising’s online agency. Check out over 100 Effective Ad Examples and then become the next one by ordering an Audio Active Campaign. Go to audioactiveadvertising.com.

The Highlander Secret to GREAT RADIO ADS

“THERE CAN BE ONLY ONE!”

Sorry…is my 80’s childhood showing?

This scene from the Highlander flashes in my head every time I ask a client:

“What is your core message…the one thing that you want to be known for?”

And their answer is:

Lowest Price,

Best Selection,

Superior Service,

Factory Trained Technicians,

Fresh ingredients,

Wi-Fi in the waiting room,

Free toy with every kid’s meal,

Fastest provider but we still take the time to care,

Oh and a wonderful salad bar.

Nooooooooooooooooooo!

THERE CAN BE ONLY ONE!

Your CORE MESSAGE is not a stacked up shopping list of FEATURES.

Your CORE MESSAGE is the one key point that you want the listener to hear, understand and remember.

You should be able to boil it down to one statement:

“Tires you can trust with your family’s safety.”

“The cheapest place to get a good computer.”

Your CORE MESSAGE is your value proposition, your competitive advantage, the reason why people should buy from you instead of all the other options available.

The First Rule of Radio Advertising, the one that most radio creatives understand, is that you need to start with a core message in order to have an effective radio ad.

The Second Rule of Radio Advertising, the fork in the road where most ads go wrong, is that including a core message will not guarantee success unless everything else in the ad aligns to support the core.

Here is an example:

“Tires you can trust with your family’s safety” WILL NOT BE heard, understood and remembered if it is merely a five second statement made after twenty-five seconds of tire price points.

 “Tires you can trust with your family’s safety” WILL BE heard, understood and remembered if it is the final statement made after a story of a father’s close call with a deer while driving the family to the cottage. – This ad will create an itch that won’t be soothed by the competitor’s lowest price.

Another example:

“The cheapest place to get a good computer” WILL NOT BE heard, understood and remembered if it is merely a five second statement made after a twenty-five second announcement about how the new monitors are in and available in multiple screen sizes.

“The cheapest place to get a good computer” WILL BE heard, understood and remembered if it is the final statement made after a story of a mother whose child showed great promise in school but needed a computer to keep up with her class. “With the prices we’ve seen at most stores…it didn’t look like it was going to be possible.” – Mom’s don’t care about monitor sizes. This ad will cast the business as a hero in an unfair world.

Want to be sure the CORE MESSAGE is being communicated?

Step 1: Play the ad for five people who have not been involved in the creation of the ad.

Step 2: Ask each of them “What is the one overriding message that you get from the commercial”

Step 3: If at least four of the five people don’t get the same answer and if that answer isn’t the intended core message, then you’ve got to redo the commercial with a stronger focus on the core.

So why do so many businesses take the shopping list approach to advertising?

They believe that listing off a bunch of features will widen the appeal of the ad by having something for everyone. Gib’s is selling trailers, buying trailers and hiring RV technicians. This has more of a chance of working in print where the reader can selectively choose what to focus on. Print is where most businesses start advertising so they carry their approach and expectations over to radio.

Radio is a linear experience where the message unfolds in a set order. It’s a medium that demands storytelling and should be used to apply meaning to your message.

Shopping list ads zip through an inventory of features and items but apply no meaning to any of the individual items on the list. Do any of the small pictures in the Gib’s ad create the image of being in an RV and having breakfast with your kids or telling ghost stories around a fire just outside of one? How successful would a salesman at Gib’s be if he greeted customers by reading an inventory list to them? (Don’t run away…I only have 15 more to share!) Shopping list ads make passable print ads. They make miserable radio ads.

In an attempt to appeal to everybody…they connect with nobody.

Adding additional messages to your ad will only decrease the impact. To get the most out your radio advertising, you need to focus on maximizing the impact of your CORE MESSAGE, instead of maximizing the number of items from your list.

Next week we’ll continue to talk about “The Power of One” by focusing on the importance of One Core Emotion. Surprisingly…it’s not always the emotion of the product experience.

Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with some of the most creative sales reps, writers, producers and voice talent in the business.

CHECK OUT “Audio Active Advertising” every week on Puget Sound Radio.

FREE OFFER: Sign up for the “Radio Ad of the Week” at audioactiveadvertising.com and every week you’ll receive our featured ad and a brief description of what makes it tick.

THE ONLINE AGENCY IS OPEN: Get “Audio Active” ads for your clients with Audio Active Advertising’s online agency. Check out over 100 Effective Ad Examples and then become the next one by ordering an Audio Active Campaign. Go to audioactiveadvertising.com.

Radio KILLED the Radio Star

Almost every decade has a potential Radio KILLER.

Television, the Walkman, Satellite Radio, the iPod, and online radio stations to name a few.

Most people believe that something will eventually come along and DO RADIO IN.

SFX: Human Scream Female Horror - Sound Ideas 6032 cut 29

The truth is…

We are slowly killing ourselves…by not showing our clients how to use radio effectively.  

It wasn’t always this way.

In the 90s the Metro Radio Group in the UK inspired the industry with the wild success they had with creative led selling. They attributed it all to getting sales reps to think like creatives and creatives to think like sales. Check out “The World’s Greatest Salesperson: Creative”

In the 2Ks Roy Williams announced that a better message was the key to success on the radio and showed us how different writing styles could make an ad more memorable. Check out the Wizard of Ads book trilogy. Secret Formulas is my favorite. I have two copies…one to read and one to smack Broca’s area of the brain when I’m struggling with an idea.

Throughout both decades Dan O’Day led (in my personal opinion) the charge for creating better radio ads. His “How to Create Maximum Impact Radio Advertising” seminar (still available at danoday.com) should be required listening for everyone in radio advertising.

There were many more such as Jeffrey Hedquist, Maureen Bulley, and Steve Jones who found new and exciting ways to teach us about our chosen craft.

Then in 2010…radio slowly stopped being interested in making better radio ads. It didn’t happen overnight. It was like a fog slowly rolling in.

Maybe it was a combination of economic downturn, consolidation in the industry, and the distraction of digital, the shiny new toy.

We stopped focusing on how to make a better radio ad and reverted back to selling spots and dots.

Want proof? Do this quick test: What have you done more recently? Participated in the creation of a great radio ad campaign for a client OR participated in a “One-Day-Sale”?

So who is going to get radio back on track and champion it as the most affordable and effective advertising option available? Who is going to be the next Metro Radio Group, the next Wizard, the next Dan? Who is going to teach people how to unlock everything radio has to offer?

YOU!

Make it your mission to learn absolutely everything about how RADIO works and why.

If you haven’t heard of the folks I mentioned…start with running a google search of their names, connect with them and get their resource materials.

If you’ve found someone else that I didn’t mention to guide your quest for radio knowledge…share their name in the comments section below.

If you have the balls…or the lady balls…meet with your manager and convince them that TRAINING needs to get back on the budget spreadsheet.

THEN…teach your clients.

BUT you don’t have time to teach them all and some of them are not receptive.

SO follow this simple exercise.

Step 1: Take your client list and separate it into three groups.

Group One: The clients that “already get it”. They are already knowledgeable about marketing and are receptive to your advice on how to accomplish their goals with radio.

Group Two: The clients “on the fence”. They’ll let you experiment with “branding a core message” and “results focused ads” BUT they will quickly revert back to shopping list ads when they get nervous.

Group Three: The clients who “know best”. They hold on tight to the way they’ve always done it and have hard and fast rules for how they want their ad to sound. (Client: It must mention my name 8 times. Writer: But you bought a 15 second ad and your name is “Suffield McKenzie Aerospace Solutions International”.)  

Step 2: Take a unique approach with each group.

Group One: The clients that “already get it”. Teach them by giving them your best work and presenting them with a rationale for the choices you made with their ads. This should be enough because they already get it. They will take less than 10% of your client education time.

Group Two: The clients “on the fence”. They are going to need the most attention with 80% of your client education time. Take the time to explain the concepts and how they work. Send them articles, buy them books, and provide them with plenty of success stories from your Group One clients.

Group Three: The clients who “know best”. Don’t ever initiate a lesson to someone who is not ready or willing to learn. It will make things worse…much worse. Spend less than 10% of your client education time on them. Wait until they say “my ads aren’t working” and ask for advice OR send them occasional success stories from Group One clients to inspire the “I want what they have” reaction. Then introduce them to what is required.

Make it a part of your responsibility to learn your craft and teach it.

When we spend little or no time teaching our clients and provide no advice for crafting a great ad…we do more to convince businesses that “radio doesn’t work” than all of the other competing mediums combined.

If radio succumbs to a future KILLER, it’ll be because WE LET IT.

So don’t.

Next week we’ll start talking about “The Power of One”: One Core Message, One Core Emotion, and One Call to Action. You will undermine the effectiveness of the message anytime you use more than one of any of these.

Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with some of the most creative sales reps, writers, producers and voice talent in the business.

CHECK OUT “Audio Active Advertising” every week on Puget Sound Radio.

FREE OFFER: Email ryan@audioactiveadvertising.com with “Audio Active Offer” in the subject line and you’ll receive three great radio ads that will convince any client that they should invest in radio.

THE ONLINE AGENCY IS OPEN: Get “Audio Active” ads for your clients with Audio Active Advertising’s online agency. Check out over 100 Effective Ad Examples and then become the next one by ordering an Audio Active Campaign. Go to audioactiveadvertising.com.

Why 80 % of Radio Ads FAIL

There are four stages every consumer goes through before buying something. They are Awareness, Interest, Desire and Action (AIDA for you Glengarry Glen Ross fans).

Awareness: An ad catches your attention.

Interest: You become interested in the product because you can see a benefit.

Desire: You want the product because you strongly believe the purchase will make your life better and/or result in a satisfaction of needs.

Action: You decide that now is the time to act and buy.

Understanding the four sequential AIDA steps of the buying process is very important…because ignoring them is why 80% of radio ads fail.

AIDA RADIO FAIL #1: Ads that only focus on Awareness.

“Vespa of Calgary has been serving Calgary for 23 years by meeting your scooter needs.”

“At Joe’s Hamburgers we make hamburgers, hotdogs, fries and onion rings.”

“Morgan Downey Insurance was formed when Pete Morgan decided to team up with Alison Downey.”

“Jemison Bath Houses are located at 843 Main Street, 1652 Appleton Avenue, and our new location at 529 Jarvis Street next to Murray’s Massage Parlor.”

Sound familiar?

These ads start the buying process by creating awareness of who the business is, what they sell and where they are. Then they STOP…and hope the listener will magically go through the remaining 3 steps on their own. BUT here is what really happens:

10,000 people become AWARE (Your audience might be bigger but most of them tune out awareness ads)

1,000 go on to become INTERESTED

100 people end up with DESIRE for the product.

1 person ACTS on the sales message.

The client concludes that radio doesn’t work and moves their budget to social media.

If you want to keep your clients…you need to make sure their ads go beyond AWARENESS and take the consumer further down the buying process.

How?

Stop focusing solely on the FEATURES of the product.

Instead create INTEREST by talking about how the product will BENEFIT the customer.

“When you ride a Vespa Scooter from Vespa of Calgary, you will save up to $126 a month on gas!”

OR create DESIRE by telling them how the product will have a positive RESULT in their life by solving a problem or satisfying a need.

“Is your daily commute the worst part of your day? Discover the freedom and jazzy joy of a Vespa Scooter and start enjoying the ride.”

“Do you feel like you’ve reached an age where nothing is new and everything is routine? Surprise yourself…with a Vespa Scooter and feel like you’re 21 again.”

Focus on BENEFITS and RESULTS to create INTEREST and DESIRE and then…

10,000 become INTERESTED

1000 people end up with DESIRE for the product.

100 people ACT on the sales message.

OR

10,000 people end up with DESIRE for the product.

1000 people ACT on the sales message.

Why bother with INTEREST at all then? Why not skip directly to DESIRE?

Because in reality… Creating INTEREST will cast a wider net. You have to be much more specific with the target to create DESIRE. The BENEFIT of saving on gas appeals to everyone. The RESULT of feeling young again only appeals to people who feel old. The RESULT of a more enjoyable commute only appeals to people who hate their drive to work.

AIDA RADIO FAIL #2: Ads that skip the first three steps and only try to generate ACTION.

“The time to buy is NOW. You have only 10 days to save.”

“Buy today to take advantage of ZERO percent financing.”

“Buy one…Get One free at the BOGO sale.”

These ads explain the details about why the consumer should act immediately but fail to establish why they would want the product in the first place. This approach will fail because nobody is interested in saving 50% off something they don’t want or need.

Instead get them INTERESTED and THEN show them what fun action will help them find out more:

Announcer: There are over 68 different fixings at Joe’s Burgers. Some of them are kind of weird and unexpected.

Male 1: Spaghetti?

Female 1: Crushed barbecue chips?

Announcer: BUT we’re willing to get weird…so you can build the perfect burger. Download Joe’s “Burger Time” app now and start experimenting with yours.

OR

Create DESIRE and show them how and why they should take action today and buy:

Announcer: This is the sound of the first bite of a Joe’s Burger.

Sound Effect: Slow over emphasized juicy crunch.

Announcer: You can almost hear the thick cut apple smoked bacon, garden fresh organic tomatoes and tangy crushed garlic sauce.

Sound Effect: Slow over emphasized juicy crunch.

Announcer: These are only 3 of the 68 burger fixings at Joe’s. If today is the one day you’re going to break your diet and grab a burger…make it the perfect burger…at Joe’s Burgers. Stop buy for lunch today and get a free diet Pepsi…ya know…so you can still kinda feel like you didn’t cheat.

So combine INTEREST + ACTION or DESIRE + ACTION in your 30 second ad.

ACTION should never be the sole focus of an ad unless:

DESIRE is already through the roof. Like Cabbage Patch Dolls in the 80s and iPhones in the 2Ks.   

OR

The product is a common purchase with a short buying cycle that everyone needs like bread, milk and toilet paper.

Next week we’ll talk about how both sales and creative need to make “Client Education” a priority. Have a great week!

Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with some of the most creative sales reps, writers, producers and voice talent in the business.

CHECK OUT “Audio Active Advertising” every week on Puget Sound Radio.

FREE OFFER: Email ryan@audioactiveadvertising.com with “Audio Active Offer” in the subject line and you’ll receive three great radio ads that will convince any client that they should invest in radio.

Coming soon: Is your creative department small or swamped? Get “Audio Active” ads for your clients with Audio Active Advertising’s online agency.