The ONE question you need to ASK to create an EFFECTIVE ad.

Movie poster for “S.F.W.” (1994) from http://www.imdb.com/title/tt0111048/

Many radio ads are weak because we simply don’t dig deep enough when we’re prospecting for information.

We end up focusing on content that isn’t all that interesting.

We end up missing the real reason the target would want to purchase the product from Mr. Client.

Info gathering is the foundation stage to building a great ad campaign and a proper one-hour client needs analysis will guarantee that the foundation is solid.

BUT…for the most part…neither you nor your client has time for a one-hour needs analysis.

So how can you make sure you’re focusing on the right info when you have no time for due diligence?

All you need to do is ask one simple question:

SO WHAT?

The client doesn’t even have to be there. You can ask this question and answer it yourself.

SO WHAT?

It’s guaranteed to polish turds into gold every time.

Image from http://electricsheepcomix.com/sketch/?p=107

SO WHAT?

It takes less than 30 seconds to ask and answer this question.

SO WHAT?

It will make writing the whole ad infinitely easier and take less of your time.

SO WHAT?

It will make clients think you are an advertising wizard genius ninja AND it will never fail you as long as you remember these TWO IMPORTANT THINGS:

ONE: Ask and answer the question at least two times.

TWO: Picture your target asking it. I like to find a picture of my target online, print it off and add a speech bubble that says:

Image from http://www.igre123.com/forum/tema/dancing-in-the-moon-light/30009/

Here let’s try it out.

TEST ONE:

Client: The Rib Shack

Target: 25 year-old females

Message: The Rib Shack has 2 for 1 entrées on Tuesday.

SO WHAT?

Two people can eat for the price of one.

SO WHAT?

For the same price of dinning alone…you could finally ask that cute guy in accounting to join you.

SO WHAT?

Then maybe you wouldn’t have to do “something else” alone every night.

WOAH…STOP AND WRITE THE AD ABOUT THAT.

TEST TWO:

Client: Pizza Amazing

Target: 35 year-old parents

Message: Our Pizza Party Package has tons of pizza for one low price.

SO WHAT?

It’s perfect for your kid’s birthday party.

SO WHAT?

Every kid will get at least 3 pieces.

SO WHAT?

You know how loud a house full of kids can be. They can’t scream with pizza in their mouth. It will take them at least ten minutes to eat 3 pieces. A ten-minute break from the screaming will guarantee that you won’t loose your s#!+ and say something inappropriate. If you’re doing a positioning ad you could add that the other guy’s pizza will only get parents a three-minute break from the screaming. Trust me…they’ll want the ten.

SWEET HEAVENLY JEBUS…THAT WILL ACTUALLY MAKE PARENTS BUY.

Quick write the ad.

Image from https://memegenerator.net/instance/51955804

So why does “SO WHAT” work every time?

Because when you first ask the question it takes boring FEATURES and transforms them into interesting BENEFITS.

Then when you ask it again…it takes interesting BENEFITS and transforms them into desirable RESULTS.

Ask it even more times to get more and more specific.

You will always end up with a stronger ad because of two things I learned from Dan O’Day:

Image from http://danoday.com/blog/

ONE: People don’t buy products; they buy the RESULTS that the product provides.

TWO: Specifics are infinitely more powerful than generalities.

This takes no time.

It actually SAVES time because it’s easier to write around an interesting idea.

More importantly…it always produces a better ad.

So stop writing bad ads and start asking SO WHAT.

Are you doing the “SO WHAT” process and still ending up with boring information? You must be doing it wrong. Hire me and I’ll show you how to do it right. Contact Audio Active Advertising today.

http://www.audioactiveadvertising.com

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 a Radio Single OR a Radio Campaign. Go to audioactiveadvertising.com.

Sometimes FUNNY can cost you MONEY!

After years of watching America’s Funniest Home Videos, I’ve concluded that the three key ingredients to a winning video are babies, cute animals, and dads being hit in the groin.

AFV clip still from http://www.wired.com/2011/04/ff_afv/

When my children were young I spent many hours wondering if I could teach them to ride a puppy while swinging a nerf bat into my groin. Hey…don’t judge. There was a $100,000 up for grabs and I was working in radio.

Speaking of radio…the audio medium has three key ingredients of it’s own.

The holy trinity of grabbing attention with your radio ad is sex, song and…humour.

Let’s save sex and song for another day (insert “that’s what my wife says” joke here) and take a closer look at humour in radio advertising.

Funny will grab attention.

Funny is memorable.

BUT the ultimate goal of a radio ad is to SELL.

If funny was the key to selling, we’d be greeted by stand-up comedians in every appliance store, every open house, and every car dealership.

So here are five tips that will ensure your use of humour never undermines the effectiveness of your message.

Tip #1: Don’t let the joke outshine the product:

Bill: I heard this hilarious ad yesterday.

Bob: The one with the singing frog with the speech impediment.

Bill: Yes…I can’t get that song out of my head.

Bob: Totally. So what were they selling?

Bill: I don’t know.

The humour is supposed to draw the listener’s attention so that you can deliver the sales message. So…

Don’t make the humour the star of the show. Once you know you’ve got them…don’t forget to sell them.

Don’t deliver the sales message or say the client’s name during the 2 second zone following the punchline. People can’t hear you when they’re laughing.

Don’t use humour that is completely disconnected from the product.

Which leads us to…

Tip #2: Find the humour in the product:

You can’t simply tell a funny joke and then say “Want to buy a mattress?”.

Look for the humour in the product itself, the problem it solves, the way that it’s used (or misused), the human scenarios that are created by the purchase experience, or the misery that will fall on those who don’t buy the product. 

Leaf ad from http://www.yourleaf.org/blog/matthew-higginson/2012-03-28/you-could-really-use-tree

Find something that is genuinely funny AND directly connected to the product.

A 2002 campaign for Pfaff Motors (pronounced Faff Motors) featured phrases that were funny when the “p” was made silent like “all work and no play” and “passing lane”. The humour was directly tied to the name of the dealership so that when people recalled the joke…they remembered the name.

Make it impossible to separate the humour from the sales message so the listener remembers both.

Tip #3: Make sure it’s funny AND funny for the target:

If it’s not funny…just stop and take a different approach. Lame humour can backfire and make the client look lame by association. So the first part of this tip is make sure that “you and your fellow writers” think the humour is actually funny.

The second part of this tip is make sure “you and your fellow writers” aren’t the only ones who think it’s funny. You have to know who your target is and anticipate how THEY will react.

There are 20 types of humour listed at dailywritingtips.com. Check them out at:

www.dailywritingtips.com/20-types-and-forms-of-humor/

Pick a style that fits both the sender (the client) and the intended receiver (the target). For example:

The coarse jokes and sexual situations of blue humour might not fit a family targeted message.

Satire might not be a good fit for a client like the Museum of Human Rights.

I know these examples are obvious but you’d be amazed what we can become blind to when the room thinks something is funny.

Tip #4: Humour requires a performance:

Gene Wilder from http://www.biography.com/people/gene-wilder-17191558

For the most part, there are two types of announcers in radio…those with a very appealing sound to their voice and those that understand comedy and can be naturally funny. There are those that possess both, I’ve worked with a couple of them, but they are rare.

Have the funny announcers perform the humour. Have the great sounding announcers deliver the sales message.

Because a funny script requires a great comedic performance.

The reason I can’t watch “2 Broke Girls” on CBS is because its funny writing that is just being read off a teleprompter.

I need to believe that the performers actually experienced the humour…that the lines are THEIR lines.

Cast accordingly.

If you don’t…the great sounding announcer who lacks the ability to deliver comedy is going to sink your funny boat before anyone can get on board for a ride.

Tip #5: Jokes get old fast…so refresh the copy:

If the humour is really good…the ad is going to burn really fast.

You can take a REACTIVE approach to this and change up the copy when the sales executive or announcers start groaning about having to “hear that ad again”. This is an indication that you need to update the copy in the next two weeks. Announcers and sales reps are hyper focused on the on-air product so they will get sick of it first…BUT the listeners won’t be that far behind.

OR

You can take a PROACTIVE approach and write 3 to five variations of the ad and rotate them to eliminate the fast burn of one funny ad. You don’t have to write five separate ads. You just have to switch out the funny part. You can swap out the whole scenario, change the dialogue between the same characters, or even just switch up the punchline. I like the punchline swap approach because when the listener is expecting one thing and they get something different…you draw them in even more.

There is no formula for being funny, no tried and true anatomy of a joke, no five tips that will transform you into Stephen Colbert. The five tips that I’ve put together for you today are guidelines to follow so that when you are funny…you can avoid the common radio creative pitfalls and put the humour to work for your client’s communication goals. 

Want to know if your radio advertising is using humour that supports the sales message? Contact Audio Active Advertising today for a free consultation.

http://www.audioactiveadvertising.com

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 a Radio Single OR a Radio Campaign. Go to audioactiveadvertising.com.

The Secret to LONG TERM Radio Advertising

The most powerful advertising techniques can be found in universal truths. I want to talk about one today that I have never seen fail in 18 years.

If you want to achieve anything, you’re more likely to succeed if you break it down into smaller attainable steps.

The Haiku Stairs featured on http://canyouactually.com/7-of-the-most-extreme-staircases-on-the-planet-that-are-ridiculously-terrifying/

It applies to everything:

If your career goal is to be “the big boss” one day, you’re more likely to achieve it if you map out the various steps you need to eventually get there. They may include additional education, assuming new responsibilities, and seeking out new employment opportunities.

If your personal goal is to do some spring cleaning, you’re more likely to achieve it if you break it into smaller tasks. They may include cleaning out the garage, stripping and waxing the hardwoods, and sorting the closets.

The goal of every ad is to sell…a product, a service or an idea.

Want to increase your chances of achieving this goal?

Break it into smaller attainable steps.

In the case of advertising…THE FOUR STAGES OF THE BUYING PROCESS.

Here is everything you need to know to put the power of “smaller attainable steps” to work for your advertising goals.

First a review of the four stages every consumer goes through before they buy something:

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.

When you apply the power of “smaller attainable steps” to advertising…

…the goal of every ad is to sell by advancing the consumer to the next stage.

http://popista.com/old-people-falling-down-stairs

NOTE: Steps are best taken one at a time, so stick to one step per ad. Trying to climb all the steps in one 30 second ad is like jumping UP a staircase. You will fail.

So the very first thing you need to do is determine what step you are climbing:

If nobody has heard of you and what you are selling…climb STEP 1: AWARENESS.

If people know who you are but don’t really care…climb STEP 2: INTEREST.

If people see a benefit in your product but have other higher priorities…climb STEP 3: DESIRE.

If people want your product but don’t have an immediate reason to buy…climb STEP 4: ACTION.

Everybody is going to have potential customers that are scattered across the various stages. The key here is to identify where the largest concentration is. So ask yourself:

What is the most common objection I encounter when I talk to people about my product?

Once you’ve identified your step, here is what you need to focus on:

http://www.careerealism.com/4-steps-networking-level/

STEP 1 – AWARENESS: You are introducing yourself, what you do, and why you do it. You need to focus on name recognition and, more importantly, your most interesting features (and I mean “most interesting” to your customer). Think of everything you’ve learned about “first encounters” with people and apply that knowledge here. Your “call to action” should be focused on “learning more about you”, so send them to your website and make sure there is something interesting waiting for them. Asking them to buy your product in an awareness ad is like asking someone to marry you on the first date. They’re not ready yet. Far from it.   

STEP 2 – INTEREST: You want to demonstrate how your business will benefit the customer. Identify the top three benefits of your product and do an ad for each one. Stick to general benefits that will be experienced by all of your customers regardless of demographics. Back up all claims with real examples. Testimonials are great ammunition here as long as you don’t fake them (people can tell). I also like problem/solution style ads that tell a compelling story about a common problem and then presents the product as a solution. Your “call to action” is still to the website but with the offer to “find out more information AND the best way to buy”.

STEP 3 – DESIRE: You want them to picture using your product and how much better their lives will be because of it. Your message has to have a strong emotional anchor and provide a virtual test drive of the results. You will need to get more specific with your target. General benefits don’t do well here. Identify the top three targets and write a custom results based ad for each. Include the results in the “call to action” and a purchase path that best suits the specific target. Busy moms don’t want to visit your showroom with kids in tow. Make it easy for them to buy the right product on your website.

STEP 4 – ACTION: You want them to know, without a doubt, that NOW is the time to act. The most common mistake here is that most people think time limited discount offers and finance rates are the only options. You’ll find more effective triggers in current events and the collective concerns they raise. The devastation in Fort Mac makes people want to be prepared. The completion of another school year makes people want to plan for what’s next. The summer weather makes people want to take advantage of it now before it’s over. How does getting your product right now address these collective concerns? The answer will be the basis of your ACTION ad.

When you take the “smaller attainable steps” approach you gain short-term traction and a long-term plan. If its your first time up the staircase, you’ll feel the progress from customer interaction and you’ll know when its time to move to the next step. Once you reach STEP 4 and see an increase in sales, you should proportionally increase your radio buy and run ongoing INTEREST and DESIRE campaigns at the same time. Switch all of the ads over to an ACTION campaign when current events present a great opportunity. This is the secret to LONG TERM radio advertising.

Want to know if your radio advertising is using the power of “small attainable steps”? Want to find out what step you should be climbing? Contact Audio Active Advertising today for a free consultation.

http://www.audioactiveadvertising.com

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 a Radio Single OR a Radio Campaign. Go to audioactiveadvertising.com.

What to do when the client wants to voice.

Dave Thomas and Andrea Martin from SCTV

“What if I voiced the ad myself?”

It’s one of the trickiest situations to navigate in radio advertising.

The client wants to voice the ad.

At this moment you need to decide…

Do you want to TAKE the client’s money or do you want to EARN the client’s trust?

If you want to take the client’s money…tell them “Absolutely…who knows your business better than you.” The client will love the ad (because they voiced it) and all of their friends and neighbors will say “Hey…I heard you on the radio”.

If you want to earn the client’s trust…have the following four conversations so that they can make an educated decision that is best for their business.

Client Conversation #1: Are you a strong pitchman?

Billy Mays 1958-2009. We lost him too soon.

Some clients are very successful radio pitchmen. When I ask groups of people what radio ads they remember most…the top 3 answers always include a client voiced ad.

BUT for every one that is strong, there are twenty that are actually hurting their business by voicing the ad themselves. If they sound unenthusiastic and stumble through the script, it will send out the wrong message. 

Why should I be excited about their product when they aren’t?

I once heard a series of radio ads in Toronto that featured one of the top gun realtors in the market. In person…she was a charismatic dynamo. It was easy to see why she was successful BUT strange things can happen when you put a microphone in front of someone and lock them in a small soundproof room. Her sixty second cold ads where so boring that the unpolished read distracted from what she was trying to say. I am sure she lost business and the station lost listeners every time the ads aired.

Start every client off with one of these two techniques to assess their pitch skills:

Make them the secondary character: Pair them up with one of your strongest in-house announcers. Have the announcer do the heavy lifting of delivering the sales message and bring the client in to add a personal invitation to the business OR demonstrate their passion for the product. They get to play a part in the ad and you get to assess if they are ready to handle a full 30 on their own.

Record an interview with the client: Find the most comfortable chair in the building, roll it in the voice booth, have the client sit in it, and mic them up in a comfortable position. Then ask them 5 to 10 questions about their business. Take clips from this casual conversation, write a wrap around and build a great 3 to 5 spot campaign. I love this approach because in a sea of scripted and overly energetic ads, these spots with genuine conversations really stand out. Make sure you click the link at the end of this article to hear a great example. It really helped that wine was consumed.

Client Conversation #2: Will the promise of the ad match the product experience?

When a client voices their own ad…they create an expectation. People who hear the ad will expect to do business with them.

Customer: Hi, I heard Dean talk on the radio about the great decks he builds. Is he here?

Receptionist: No Dean is not available, but let me get Frank.

It doesn’t matter if Frank is the nicest, and most knowledgeable guy in the world. The ad promised Dean and getting Frank can make the customer feel like they are not important enough to receive Dean’s attention.

If the client is going to voice the ad…there needs to be some front line contact with the people who respond to it. Can the client accommodate? If NOT, then consider using a star sales person as the voice OR at least acknowledge the front line people and have them do a quick pop in line:

Dean: The amazing decks we build wouldn’t be possible without the guys on our team like Frank and Steve.

Frank: We’ll build the deck of your dreams.

Steve: We can even create a custom printout of your design in less than 10 minutes.

Dean: So come see us today at Dean’s Decks.

This ad prepares the listener to work with Dean, Frank OR Steve.

Client Conversation #3: Does it fit your ad strategy?

Review what the client wants to accomplish with their advertising and make sure that “voicing their own ad” will support that goal.

 

If the core message involves “personal service”, “real people you can trust”, or “local guy who understands local needs”, then a client voiced ad will SUPPORT the message.

If the core message involves “we’re as (insert anything here…professional, capable, slick, massive, etc.) as the big box national chain”, then a client voiced ad can WORK AGAINST the message.

Client Conversation #4: Are you looking for Recognition or Results?

Ask the client: Is the goal of the ad to make you a star OR to bring more customers to your store? Sure…your brother, neighbors and friends will say “I heard you on the radio” but this does not mean that the ad is effective. Just because people know you, doesn’t mean they want to buy from you. An ad’s success should be measured by the increase in sales. 

Design an ad strategy that is focused on results, then determine if having the client play the lead role will support that strategy. Otherwise the client can get hooked on the recognition and spend years making themselves a local celebrity instead of making their business a local source of solutions.

If your goal is to establish long term business by offering genuine marketing advice, make sure you have these four conversations with your client when they ask:

“What if I voiced the ad myself?”

This question can be as awkward as the dreaded “does this dress look good” question BUT you now have the tools to navigate it. The client is making a large investment in their radio buy and are relying on you to give them the highest potential for success. Determining whether they should voice their ad or not is a big fork in the road that can lead to results or ruin. Make sure they give this decision the utmost consideration. Having a business fail is even more painful when everyone knows your name.

If you enjoyed this week’s article…please click on the following link to see my favorite client voiced parody ad from SCTV and a great example of ads that were based on the client interview technique discussed earlier.

http://www.audioactiveadvertising.com/column-demos.html

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 a Radio Single OR a Radio Campaign. Go to audioactiveadvertising.com.

Know the RULES and when to BREAK them.

Radio ad writing is a form of creative communication. Your goal is to communicate with your target listener in a way that is meaningful and memorable to them.

The rules of “formal writing” may have served you well in your post secondary education BUT radio advertising is all about writing informal and genuine conversations with real people.

 So today I present my Top 3 list of “formal writing” rules you should toss to make your ad copy more engaging:

Tossable Rule #1: Use a sophisticated vocabulary with terms that are accepted in the topic’s field.

I’ve been married for over 11 years and I’ve seen a lot of romantic comedies. You know how to spot the bad guy that the girl will not end up with? 

Chris Sarandon as Prince Humperdink in “The Princess Bride”

Look for the guy with the sophisticated vocabulary…because society has decided that this means he is a smarmy elitist and will ultimately put himself before others. An ad that gives off this impression and talks down to it’s target won’t be very convincing.

Instead, try writing in the language of your target consumer.

If you find it difficult to lock in the lingo of your target because you’re a 20 something male and you’re trying to write to 50 something females, then go to a website that is written for your target and emulate the style. A brief look at betterafter50.com tells me that 50 something females struggle to prepare their adult children for independent life, enjoy the music of Prince, and find Donald Trump’s hair amusing. Feel free to borrow certain phrases, terms and insights. Just make sure you have a 50 something female proof your copy to make sure you haven’t used something out of context.      

Use “terms that are acceptable in the topic’s field” if you are addressing people within that field. For example, if you’re trying to convince dentists to join an association of regional dentists, then feel free to talk about the benefits of correcting malocclusion while the mandible is still malleable.

Don’t use them if you are addressing people outside the topic’s field because it will confuse and alienate them. For example, if you are trying to convince homeowners to get a new roof, then using roofing terms like “end laps” and “selvage” will make people fear dealing with your roofing client.

Tossable Rule #2: Avoid a “first person” perspective. The formal writer is disconnected from the topic and does not use the first person point of view (I or we) or second person (you).

My intro to the power of “First Person” was Wolfenstein 3D

You’re writing on behalf of your client’s business and trying to build a bond between them and the listener. Why would you avoid writing from the perspective that is the most personal? During my career, I’ve worked with announcers that didn’t want to say “we” because they were not paid representatives of the client’s business. I respect this perspective and only use these announcers on ads where first person isn’t required. At the same time, I actively search out voices that are willing to voice in the first person because it’s more genuine and more likely to connect with people.  

Explore more about the difference between first and third person at: http://www.skillsyouneed.com/write/formal-or-informal.html#ixzz47bc6G1Oi

Tossable Rule #3: Always use Proper Grammar

Igor and the Grammar Slammer in “The Hilarious House of Frightenstein”

Proper grammar is of the utmost importance…if you are writing for academics and robots but 99 percent of the time…you’ll be writing for regular people. You’re more likely to reach these people if you are willing to just “shoot the shit” with them. Here is a list of very successful ad campaigns taken from about.com that would have been dreadful if proper grammar was observed:

GOT MILK?
Grammatically, that's not good at all. If you were to put that through the grammar filter, it would come out as something more like "Do You Have Milk?" But that's dry, and awful. Got Milk? was catchy, simple and created a craze. It helped sell a lot of milk, and was endorsed by many major celebrities.

Think Different - Apple
If it were 100% correct, it would be Think Differently. Again, that's not a strong piece of communication. Tonally, it has less teeth. It's stiff. Boring. Think Different was bold and brave.

Make Summer Funner - Target
A lovely little campaign from a few years ago. Grammatically speaking, it's an F. But "Make Summer More Fun" is bland. The incorrect version works.

The Few. The Proud. The Marines. - U.S. Marine Corps.
Three two-word sentences back-to-back? That's not good. But it is. A good, simple sentence should have at least a subject and a predicate. However, once again the rules have been broken to create a phrase with impact.

If you are a badge wearing member of the grammar police…I recommend that you explore another perspective and check out the full article “Grammar. Don’t. Matter. – Perfect Syntax is No Substitute for Great Communication” at http://advertising.about.com/od/copywriting/a/Grammar-Do-Not-Matter.htm

I also recommend reading “There Is No Proper English” by Oliver Kamm of the Wall Street Journal at

http://www.wsj.com/articles/there-is-no-proper-english-1426258286#:hKb6FBR3PM1seA

Picture featured on torontorealtyblog.com

Rules are helpful when you are trying to organize information to share with people. I’ve used “rules of radio” a couple of times while compiling these articles. BUT I want you to understand that for every rule I’ve learned about radio advertising, I have witnessed the opposite approach succeed. How is this possible? The writer knew that any rule can be and should be tossed if it results in more meaningful and memorable communication. So learn the rules…then learn HOW and WHEN to break them.

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 a Radio Single OR a Radio Campaign. Go to audioactiveadvertising.com.