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Even after a century of advancement, radio is still the best way to communicate with an audience. At this very second (along with 10 million other people) I’m clinging desperately to a device that connects me to the entire world. And still radio, a technological dinosaur, is an indispensable installment in my car, home, office, shower; you name it. So, if you want people (especially me) to hear about your business, a radio commercial is a sure fire way to make sure I change the channel.

Because most commercials suck

Your lazy clichés don’t interest me. Your strategic horns, whistling, and other meaningful sound effects force me to hate you. The unreasonable volume of your voice makes me much more interested in the conversation about yarn one station over.  The way you’re making radio ads hasn’t changed for decades, and it’s starting to smell like dying creativity in here.

I grew up fast forwarding through shows to get to the commercials. I have always loved advertising and that’s why I’m telling you: I’m not a hard sell. So if your commercial makes me want to spill coffee on my dash board, what is the rest of the world thinking?

Don’t force me; make me want to listen

I know the sound guy told you that those high volume tire squeals would grab my attention. But the sad truth is, those cookies were half-baked two weeks ago when someone else used the same sounds to try to get me to buy a used car. My point: your radio ad sounds the same as the rest. Instead of reworking your “witty” banter, and you’re “sure to kill jokes,” please partner up with someone who will call you on your bad ideas.

Novelty and white space together, are the key to successful radio ads. Find an original way to communicate your product or ideas and give the people some room to breathe. If you’re telling a joke, we need a second to get it. If you’re delivering a poignant message, we need a moment to absorb it. A few seconds of silence gives our minds a chance to work.

Use it, don’t abuse it

We’ve come up with a million ways to listen to radio, but it’s still the same old pig in a different colored lipstick. The same goes for ads. So go for the weird ideas, find something new and interesting to try. Hopefully your ads will become a clear note in the muddled white noise. If not, don’t worry; I can probably find a special segment on lima beans that will keep me busy until the music comes back.