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The Audio Creation Process

Putting Good Ideas to Work

Most business owners would never dream of producing their own spots; yet, so many insist on writing their own copy! But getting an audience to take action based on audio only messages takes a clear creative strategy. This article will help you pass this important knowledge to your clients.

They need to know how to:

1) Define the goal of their ads.
There is always a problem that needs solving. Do they need a fresh image? Do they need to reach a younger buyer? Do they want to increase foot traffic? Define the pain in order to heal it.

2) ID the target audience.
Audio will automatically reach people to the left and right of the target but trying to reach many different buyers in the same ad will only make the message unclear.

3) Assess the benefit of a product or service as it relates to the audience.
Buyers all want the S.A.M.E thing; Security, Authority, Money, Ego. Audio can create need, urgency, interest and empathy but only if you focus on one central idea at a time. Cramming too many benefits into an ad will also muddle the message.

4) Look at which method of media will make the biggest impression, reach the greatest audience & thus yield the best return on investment.
Radio, Internet, In-Store, Message-On-Hold and Kiosk audio are all excellent options. But spreading a media budget too thin will significantly impact a campaign’s success.

5) Create a theme for scripts & production.
A recurring sound can help to establish brand recognition. It can be a music bed, a voice, a sound effect or a combination of the three.

6) Focus on the RIGHT audio elements.
All too often clients don’t realize that sound is relative to age and lifestyle. Selecting the right audio elements greatly depends upon who they are trying to reach. The copy must be written to suit.

7) Avoid script writing pitfalls by:

  • Remembering that humor is also relative to demographics. That’s why it should be used very sparingly or with extreme caution. Local advertisers are better off playing it safe and avoiding jokes since they likely don’t have a budget that allows them to reinvest more money should their attempt flop.

  • Editing. Review copy and production notes for unnecessary text, repetitive items and anything that is liable to distract the listener or cause them to lose interest.

If the entire creative process has been assessed thoroughly your client will find that it’s usually possible to say more in less time and stretch a tight budget or make for bolder, better end results.

Offering to review and assess your clients copy and ideas for technical accuracy and ease of execution. Doing so will allow you to catch errors like copy that is too long or short. Plus your team can ID lofty creative ideas before they become budget busters.

Only a strong understanding of marketing, media and creative thinking results in a strong overall audio campaign.  Advertising and radio experts are better off taking the time to explain these principals to clients in advance. By doing so you might avoid the pitfalls or even the blame for poor results.

 
     

 

  
 
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