It\u2019s so exciting to hear radio promos that resonate with the audience. The right promo at the right time can enhance a brand, inspire an audience to take action and add to the station\u2019s entertainment value.<\/p>\n
How do great promos come together? It takes time and attention of course. And a little creativity doesn\u2019t hurt, either, because no matter how good the production value, promos are still basically commercials.<\/p>\n
Knowing how to\u00a0write an informative<\/em> promo is pretty easy. But truly great promos deliver a message with personality and unique style.<\/p>\n Here\u2019s a good way to get started on a path to better\u00a0promos. No matter how long or short each message should be, do at least one of these three things:<\/p>\n <\/p>\n Listen to promos on your station today, including all the imaging separators and liners. Then evaluate them on this criteria:<\/p>\n <\/p>\n Every element on the station is an opportunity to promote, position and entertain your audience. This is particularly important for stations that rely on a music library (Classic Hits, Classic Rock, etc.) to sustain their existence.<\/p>\n But it\u2019s just as much an opportunity for any format wishing to tighten the relationship between the brand and audience. Don\u2019t waste an opportunity to enhance those brand values.<\/p>\n When you add it all up, radio stations invest a lot of time to promote their own brand values every single day.<\/p>\n Here\u2019s an interesting project: Calculate how much you \u201cspend\u201d on promos in a day. Find out how much an advertiser pays to reach your audience. You\u00a0invest thousands-probably tens of thousands-of dollars per day.<\/p>\n So, shouldn\u2019t you spend that money wisely, by putting more attention on the message?<\/p>\n Every promo has value, but even more importantly, it makes a statement about your personality, show, station and brand. Start investing time each day in crafting those commercials and the rest will follow.<\/p>\n <\/p>\n\n
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