Advertising on local radio can be quite effective at generating both foot and web traffic to your Mom and Pop Shop.

Like all advertising placement, success lies in many factors. Each day this week, we will cover a different topic. Here is today’s:

Compelling Voice

Believe it or not, the “voice” of your radio ad is equally important as the script content, and perhaps greater for rural radio.

Keep in mind the old saying, “You wouldn’t hire a Plumber to fix your roof would you?” The same goes for the voice of your radio ad. Utilize the stations talent or better yet, hire a production company. They know what they’re doing.

For most Mom and Pop Shops, budget tends to be the deciding factor. If your budget won’t allow hiring a Production Company and you must use the station talent,  keep the following in mind:

Brand Your Voice

A great example of Voice Branding is Motel 6 – “We’ll Leave the Light on For Ya”. This gentleman’s voice has been branded to the product. Brilliant!

When utilizing local radio station talent, it’s important to:

1. Use the same voice for most, if not all of your ads
2. Use a voice that is not used for any local competitor ads

Mom and Pop Shops can benefit greatly from effective local radio campaigns. Check back tomorrow for more of my Power of Local Radio Series.

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Related posts:

1. Power of Local Radio – Format
2. Local Economy
3. Why Shop Local
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