Endorsement Ads That Sell and Entertain [audio] [video]
by Tracy Johnson
There’s a lot of money for air talent and radio stations in endorsement ads, if you follow a few smart principles.
Advertisers love endorsements, whether a first-hand testimonial from a high profile personality or a live read. And there’s a good reason: The ads work.
Endorsements and live reads get reaction because your fans trust your recommendation. Endorsement ads have proven to be a powerful method of driving response.
In fact, studies have proven that listeners are far less likely to tune out of endorsements, especially if delivered creatively.
However, for programmers, endorsement ads can be a tune out.
Many times, those 60-second live spots end up being far longer than promised. Sadly, this has been a selling point for many radio sales people.
And, when the advertiser demands too much copy jammed into a short time frame, it can actually damage the air talent’s credibility. Other times, talent doesn’t get to the point quickly enough and that 60 second ad becomes a 90 second bonus.
That’s why I love this endorsement ad from Pat & JT at KQKQ/Omaha. It’s entertaining, fits into the fabric of the show and is a powerful sales message.
Delivering Client Value in Endorsement Ads