News

1. You

It’s simple and most brands are across this one, but always worth reinforcing: in audio marketing you talk directly with your audience, so address them as you. The platform doesn’t matter, the audience is you and your brand is we or us.

Also remember effective campaigns focus on your audience, not your brand. Look for any lines like we have or we do and find a way to flip the copy to you. Involving your target audience is easy but powerful.

2. You Again

Audio is most powerful as a one-to-one medium so look out for any lines that may bundle the listener into a collective. Advertisers commonly refer to a city as in Hey Brisbane… or So Melbourne… but this only diminishes the one-to-one approach. Stick with you, and talk to the individual.

3. Dates

As we’ve discussed previously, the ideal result of any campaign is recall in the mind of the consumer which means making the rest of the spot as easy to digest as possible.

One way is to streamline dates. An event on Wednesday the 27^th of December is easier for a voiceover to deliver, and listeners to remember, as simply December 27. The flow is better without days, ofs, or –sts, –rds, or –ths to clutter up your ad sonically.

4. Websites

There’s absolutely no need for www dot at start of your website. There may not even be need for a website. A lot of campaigns run with Search [brand] or . Look at your sales data, see where your high-value consumers are and use your audio to meet them there.

5. Avoid Written Language

Don’t make the mistake of using language from a print campaign – audio works differently. There can also be a temptation to be overly formal, especially if you’re new to writing audio copy. For example, Be sure not to miss… is clunky and not how we talk to each other. A simple Don’t miss… is direct and understood.

BONUS TIP – Seasonal Events

Your ad doesn’t need to tell the audience it’s Christmas. They know because there’s decorations in streets, music in shops, catalogues in letter boxes…and 3 of the last 4 ads probably also told them. Don’t waste your airtime and ad spend providing context when you don’t need to, just dive in: For a great gift head to…

Listeners know it’s Christmas. The same goes for Easter, Mother’s and Father’s Days. Likewise, school holidays can just be holidays. The target audience knows precisely what you’re talking about.

Sharpening your writing is an ongoing process. Hopefully you find something here to give yours a small boost.