How to Create the Perfect Radio Promos - Jordan Allison

Whether your programme is a new concept, or an established show, your producers and presenters work hard to deliver the highest quality content – so why not draw in as many listeners as you possibly can. Here is how.

Promos are small audio clips, like ads, that exist to both to entice new listeners to tune-in to your programme, and to remind loyal listeners when it is broadcast. Your promos have a major influence on your audience, but don’t be put off – they are very easy to do.

There are, after all, many ways to create a promo campaign, and there are also many types of promos. Every promo however must include the name of the show, when it is broadcast, and why you should listen. This is the information your listeners need to know about your show. Creating and executing the perfect promo campaign for your show depends on how you approach these 3 main elements – information, emotion and invitation:

Information

The foundation of every promo in radio. The name of the show, when and why, as previously mentioned. Without all of these, your listeners will lack the details needed to tune in; too much however, and it will produce information overload which causes confusion.

Emotion

Your show may have engaging and compelling topics, but giving your audience the information is not enough to make them choose to listen to a new programme. Use passionate words relating to your topic (it isn’t just a ‘politics talk show’, it is rather a ‘debate on the future of our country’). When people hear something that could help make their lives better, people will sit up and pay attention. Additionally, music can be a powerful tool to invoke emotion.

Invitation

Addressing your audience directly – rather than relaying information to them – can build stronger relationships between your brand and your listeners. Inviting and encouraging listeners to tune-in will make them feel valued, giving them a vested interest in your show. A popular alternative method of invitation is to use a well-respected presenter, or someone famous to be the voice of your promo.

With this 3-point-plan, your promo will encourage listeners to tune into more of your station’s programmes, while showing the depth and breadth of your brand’s programming.

• Never improvise, always write a script. Keep in mind the guidelines above.
• Know your audience. For example, for a show about agriculture, which music should you use? Are you targeting mostly crop or animal farmers; are they young or older farmers?
• Practice to make it lively and interesting, whilst short and clear. Beware of information overload.
• Be creative. Your promo can be to raise awareness of your show; to promote a specific episode with a specific topic; or simply because you have a new presenter or on-air competition.
• Insert your promos regularly into your station’s schedule up to a week before, every day – changing the times each day for maximum reach. Ask your station manager to highlight when is best. Play your promo twice as frequently on the day of the programme.
• A Clyde Broadcast bonus tip is an extremely effective alternative type of promo:
  • On the day of the broadcast, arrange for the host of your show to be interviewed by another host of a show. Introduce the host. Asking them questions like “what do you have lined up for tonight’s show?” and “when does it start?” can be even more effective in driving new listeners to the programme. This can be done hours in advance of the show, and even just the show directly before it is due to start.

Clyde Broadcast’s new AIR Scheduler now ensures that your promos, ads and any content that makes you money is locked in to your weekly schedule. The AIR Ad Scheduler is designed to give you the advantage as the most reliable advertiser for your investors and partners. This is a new product. To find out how easy this is to do at your station, get in touch with us by clicking here and connect with us on Facebook and Twitter.