Imagining A Better Media Strategy Using Radio
1-2-3 easy steps to better radio creative:
- Nothing sells product more than a good visual.
- Nothing is more visual than the human imagination.
- No medium stimulates the imagination better than radio.
Embracing the non-visual of radio is the trick to outstanding creative and results.
So how do you engage the imagination? Never assume everyone has the same needs and wants.
Let’s say you see a print ad with the words dream car, or dream vacation in it.
The picture, static or moving, limits your imagination, because not everyone has the same dream. (Lots of marketers think everyone shares their dream, but we’re all so very different!)
Radio allows the listener’s imagination to apply the visuals to the word ‘dream’. The end result is more listeners actively pursuing what you have for sale. Printed materials limit your offer. Radio’s imagination-engaging approach opens up opportunities.
Appeal to emotions. Be authentic. Focus less on price (listener’s are skeptical anyway), and let the subtle intrusiveness of radio connect you to your next customer.
Radio works when you engage the imagination.
A clever author once wrote, “Engage the imagination, then take it where you will. Where the mind repeatedly journeys, the body will surely follow. People go only to places they have already been in their minds.”