03. 10. 2011

Picture on your radio

Dear radio friends, and those of you who will (with the help of RAB Serbia) become that: the saddest thing for me is to hear that the biggest flaw of the radio is that it „doesn’t have picture“. My heart is breaking when I hear that, really! Because – there will be times when you won’t be able to look away from the radio, and I deliberately say „look away“ because I deeply believe that radio is the „most visual“ media of all. And I’m ready to prove it to you.

You want your listener to act and feel the way you have imagined with your creative team, don’t you? Well, I’ll let you know a secret – the listener will DO something only if he or she can IMAGINE that he or she is doing that!

One of the typical examples is man imagining himself driving or washing his new car in front of the building (so all the neighbors can see him) before he really buys a new car.

The woman is imagining wearing new shoes with that new dress for an important dinner, before she actually goes to buy them!

We all do it unconsciously. This is basic psychology and it partly shows us how the human brain functions.

So, you need to create a picture in listener's mind. And radio is perfect for that! Why? Because radio does not offer finished, complete picture to the consumer like TV, the press or the Internet do it, so the listener has freedom to create personal pictures based on personal experiences and affinity.

So while creating one radio ad, you are actually creating hundreds of thousands of ads, one for each listener. And without additional budget. How? Just use verbs in present tense, talk directly to the listeners in singular or plural, avoid vivid and picturesque adjectives! And of course, do not forget the most important and most powerful word in advertising: YOU!

Try this: ask every college in your team to describe how he or she imagines this little girl, after you read them following text: „You see her playing under a big tree, the tree you planted on the day she was born. She’s holding her favorite teddy bear and drinking hot chocolate from the cup she got for New Years. You see her so clearly, like it wasn’t 20 years ago.“

How does the girl look? How does the tree look, the teddy bear, the cup... how did your colleagues describe this situation?

It is important for you to know that listeners can more easily identify with a brand, brand becomes closer to the listener. So it is logical to expect that your brand will be consumers first choice when they go shopping! And you become the winner. And all that just because you’ve learned how to use the basic advantage of radio – EYES of your listeners and helping them connecting their lives with your brand!

Of course, keep it in mind that „radio secrets“ work only if the brand’s message is relevant to the listeners. If add gives answers to questions no one is asking, there’s no binocular big enough to help your brand become visible on the consumers horizon!

So, use radio eyes for your success and success of your clients!

Let’s raise a glass for the radio!

Your radio girl,

BA Lenja F. Papp

(Write to me and talk with me about radio. I’m waiting for you on lenja@rob.si)