Radio Promos Must Do At Least One Of These 3 Things

Radio Promos Must Do At Least One Of These 3 Things

by Tracy Johnson

It’s 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 and add to the station’s entertainment value.

How do great promos come together? It takes time and focus. And a little creativity doesn’t hurt, either.

Knowing how to write an informative promo is pretty easy. But great promos deliver a message in style.

3 Things Radio Promos Must Do

Here’s a good way to get started on a path to better promos.

Set a policy that every single promo announcement, no matter how long or short, does at least one of these three things:

  1. Move a storyline forward. By that, I mean a show or station’s storyline. Furthering the purpose, the cause, the brand or the image.
  2. Set an appointment or create a call-to-action.
  3. Establish character and personality for the show or members of the show.

An acceptable promo must do one of these 3 things.

You might also like:
7 Ways to Add Personality By Ize-Ing Content [audio]

A good promo does 2 of these things. This should be do-able, with a little time invested in creative writing and crafting the message.

A great promo does all 3. This is less common, but when you achieve the first two, and deliver it with your unique personality traits, it’s a home run!

This goes for personality promos as well as station promos.

Promos That Rock Seminar on Demand

Radio Promos With Character Examples

Every element is an opportunity to promote, position and entertain your audience. This is particularly important for stations that rely on their music library (Classic Hits, Classic Rock, etc.) to sustain their existence, but it’s just as much an opportunity for any format wishing to tighten the relationship between the brand and the music it plays.

Here are some great examples of how to use produced elements to tell stories from CHOM-FM in Montreal:

The station has a series of promos that further cement their history while telling a story about artists. Here’s another example with Green Day:

You might also like:
How Special Radio Stations Win With Attention to Detail


How much is your airtime worth? Advertisers pay high prices to address your audience. They invest time and care in crafting their message. So should you.

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 for your show.

More Resources on Creating Killer Promos


Author: Tracy Johnson

Tracy Johnson specializes in radio talent coaching, radio consulting for programming and promotions and developing digital strategies for brands.

Opt In Image
Tracy Johnson's Audience Magnet Course
Become a Wildly Successful Personality Without Depending On Your PD, Station or Company

The industry's first online video course is a complete training program for radio personalities.

This is the breakthrough you've been waiting for.


Get the Most From Your Best ebook
eBook, 4.95

Most radio personalities produce too much content, and would be much more successful investing more time in less material. This eBook shows you how to set up a recycling strategy that fits every radio show. Tracy […]

Content Superhero: What Causes Tune Out
Webinar, $19.00

CONTENT SUPERHERO: WHAT CAUSES TUNE OUT? A research-based study that details the six things that cause listeners to tune out of radio segments and how to avoid the most common mistakes that drive listeners away. […]

Join the TJMG Newsletter

The New Insiders Radio Network

Is This Really Radio's Most Valuable Resource For Personalities Programmers and Promotion Managers?