The answer to this question is quite simple, only as effective as the person who wrote it. Contrary to popular belief (and contrary to what we hear all too often), an effective radio commercial shouldn’t just be a mundane, cliché-ridden script (i.e., conveniently located, don’t miss it, the best selection of all times, you won’t believe it! , etc.) read by a buffoon with a deep voice and over enunciation. Although, many times this is what we hear, so we think “this must be how it’s done”.
It makes me sick to think of all the money working people in small and medium-sized businesses spend on ineffective airtime on radio, when if they had done a simple Google search for “radio commercials”, they could very easily have found a production company that You could help them create a very effective radio commercial for the cost of a dinner with friends. You wouldn’t work all year to get in shape, get that perfect tan just to walk to the diving board and try to plunge into a pool without water. So why would you buy airtime only to fill it with a poorly written and produced radio commercial? If you’re going to do it, do it right the first time!
So… back to the main point – how effective are radio commercials? They are very effective! When it’s written by someone who takes the time to fully understand your business, your goals, who you want to reach, and what you’re trying to achieve. Don’t just write a script based on the broad outlines of your entire website or add yellow pages.
Getting to the nitty-gritty of how your prospects think, answering their questions before they even ask them, and creating that desire to know more about your business are keys to an effective radio commercial.