“Average” can be defined as something typical or normal, mediocre or usual. When it’s used to define a radio ad, we might think of in terms of: expected number of calls, hits to a web page, or sales increase. That said, your “average” spot really does have to be exceptional. 

From the highlights of Nielsen’s December 2013 RADAR 119 National Radio Listening Report, they show “radio’s U.S. audience increased year over year, adding more than 700,000 weekly listeners since 12/12. Radio now reaches 241.8 million listeners (91% of persons) ages 12+ on an average weekly basis.”

That’s an average of 91% of everyone in the U.S. listening to AM/FM radio!

Arbitron’s (now acquired by Nielsen Audio) former Executive VP of Sales & Marketing, Carol Hanley was noted to say “Radio is much stronger than the general perception of it has been.” These rising numbers support her statement.

‘Much stronger’ is nowhere near average. Stop and think for a moment: Do you want your buyers to hear an average spot, or a brilliant spot that truly captures your listener?

Your creative has to identify what will result in the highest level of response. You have 30 or 60 seconds to speak to potentially millions of people. Grab them quickly with great creative or your message may never be heard.

Does your product provide a benefit or solve a problem for the user? Of course it does!  So highlight those benefits. Claims and testimony are often the keys to the success of your campaign. Flaunt them! Know your competitors – and know what they’re doing. If their radio ads aren’t successful, that can save you a ton of money. And don’t frustrate your customers by making it hard to find you. Let them know how and where they can make a connection.

Also, think about your media placement. It has to target audiences that are responsive to your product or service. By using high impact stations that speak to your customer, your chances of being heard are amplified. We all connect to the stations where our favorite DJ speaks directly to us. We trust them. They relate to our personal lives, and this comforts us. We like what they promote because we believe in them.

Don’t let today be just another average day. Make it a choice to define a “new average” based on the assumption that the average person is not exactly average. After all, your product or service is anything but average.

Andi Lovett is the Controller of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website: TheRadioAgency.com