How to Make Your Impactful Live Read Ads Even Better
Radio has the #1 reach medium in the U.S, influencing 88% of adults 18 and over and helping your customers learn about your products. Radio advertising is effective for both small local markets and large, national ones. It is a highly effective way to leverage loyal listening audiences of favorite radio hosts.
Ads can be pre-recorded or read live from a script. Cold-read scripts have many benefits, particularly if you want a more conversational, intimate tone. They inspire listener confidence because they come across as a personal recommendation from trusted radio personalities. Cold read scripts can also don’t require you to undergo production, which can save costs or time.
However, there are challenges to this method to navigate to guarantee your cold read scripts are successful. These ads allow you to reach customers when they’re paying attention to a trusted source, making them great choices for marketing. However, you must ensure that your ads reach the most relevant group.
What Cold Read Scripts Are
Cold read scripts consist of copy, which is read live by a host. Radio or podcast hosts present cold read scripts live without pre-recording them and sometimes without writing them. They use their voice to craft the ad for their specific audience based on what’s written for them. Successful delivery of this type of ad depends upon the skill and confidence of the personality who reads it.
Hosts take cold read scripts very seriously, as it also helps forge a partnership between them and the sponsor. The better they present their ad, the better it reflects on them and opens potential to establish them as a radio influencer. Successful cold read ads mutually benefit both parties and host will occasionally only agree to sponsor products they personally use.
Cold Read Script Shortcomings
The biggest challenge in producing cold read scripts is ensuring your hosts are a good fit with your brand. Keep the following caveats in mind when determining the correct type of ad for your business.
Choose a Host that Matches Your Brand
The script presentation is heavily dependent upon the host who reads the script, as their audience is who receives the message. That is to the advertiser’s advantage when the host has a deep understanding and kinship with their audience, and that the audience overlaps with your brand’s targeted group. They’ll know the most effective way to influence their listeners, and those listeners will readily want your products or services. What you want to avoid is choosing a host whose voice is at odds with your company voice, as that will make your message less likely to resonate.
You also want to ensure that, even with the perfect host, they understand your brand. Clients often meet with the hosts to get to know them better and inform them about the brand and products, so that they can go into the cold read with a good conception of what the product is and many ideas about how to reach their audience.
Believable cold read scripts should sound organic, as if the radio personality or podcast host were recommending a product they liked to a friend or family member. The influence of the ad depends upon how comfortable and believable the host is when delivering the message. It should come across as conversational. After all, you wouldn’t use a loud or unnatural tone of voice or an overly enthusiastic style when talking about your favorite brand to your friends.
Don’t Overload Your Scripts
There are several ways to create a compelling radio ad. Using an original approach, understanding your target audience, appealing to their emotions, writing the best copy, and keeping it simple are all qualities that contribute to a successful radio spot. Developing your script copy relies on you aiming to achieve a specific goal, which should be your script’s core focus.
Cold read scripts, like standard ads, need to have a concise message and a clear call-to-action. Their more conversational tone doesn’t allow you to fit more content into your message, it simply shapes how it is received. Avoid telling your entire brand history in one message, and instead focus on emphasizing a key value or promotion. A simpler message, repeated often, will be more memorable than one packed full of information. Keeping the script concise also ensures each word has purpose and impact.
Radio hosts have experience in delivering messages, and their insight can help you shape your message to the best effect. Having a professional alter your script slightly can increase your ad performance and bring the biggest return on your investment.
Partner with Hosts For Lasting Impact
The initial goal of any ad is to capture the attention of your target audience. The best way to achieve this is by delivering a message that resonates with them. Writing exceptional copy that aligns with your target audience’s pain points sets your ads up for the most success. Your host can help make sure that the copy resonates with their audience and partnering with them as an influencer guarantees continued reach to a dedicated audience.
Choosing a radio influencer or podcast host to read your script can bring it to life. They already have a connection with their listeners and can deliver your message in the most effective and impactful manner. Allowing the host to write their promotions or partnering with a radio influencer who aligns with your target audience and giving them the freedom to shape the message to their audience ensures better chances of success from your radio ads.
Ensure Your Radio Message Resonates with Your Target Audience
Radio is a highly desirable medium for advertisers. It has the highest reach and returns an impressive ROI. Businesses also have options for how their message is delivered. The best way to guarantee success is to make sure your brand voice fits with your host. Working with a media partner can help you determine who your audience is and find the best person to shape your message to them. It increases the odds that you’ll reach your dedicated audience with a message that speaks specifically to them.
Stay on top of industry news and trends.