That's understandable, we know there are many questions to answer.
Sometimes it helps to talk with someone who has done it a thousand times. Better yet, in our case, over 13,000 times. We're always glad to help!
If you’d prefer to speak with us, call 888-321-EDGE (3343) 9am - 6pm ET.
And we'll call you back with an answer.
Some people think you can’t do as much with radio voice overs as you can with visual media, such as TV and Internet commercials. They’re wrong. Voice over radio forces the creators of the commercial to create environments incorporating sound effects (SFX) and music.
We love it. Here in our world of voice over, radio is a veritable playground.
There are so many things you can do with radio. There's the conversational straight-read ... the voice-over-a-radio-jingle ... the dialog (what we call a "double") ... the humorous spot ... the outright comedy spot ... the warm, emotional spot ... and the hard sell. Anything you can do with a combination of voice, music and sound effects, you can do in a voice over or radio studio.
(Maybe you've the heard the classic "Maraschino Cherry" radio production by Stan Freberg, whose comedy voice, over radio and TV in the '50s and '60s, greatly influenced American humor and advertising. That image-filled bit depicted the Royal Canadian Air Force dropping a giant maraschino cherry into one of the Great Lakes -- filled with hot chocolate and topped with a mountain of whipped cream -- to the cheering of 25,000 extras.)
We have tremendous respect for radio professionals, many of whom do amazing things at local radio stations. Unfortunately, most radio people are radio people, not trained voice over actors. They are experienced in announcing, DJ'ing and promotion, but not necessarily in other types of voice over. Radio voice training and acting voice training are simply not the same thing. Even more important, DJ'ing and acting presentation are even more different. For most types of radio commercials, you want a voice actor.
So, permit us to make the case for producing your radio commercial in a professional voice over studio such as ours, using performers who are trained as radio voice over talent. This way you know your commercial will enhance your advertising image (and your own professional image). If you run it on one station, it will be more distinctive. If you run it on many, your image will be consistent. All in all, this improved effectiveness will greatly outweigh the relatively small added cost.
How to write for radio
For tips on writing radio scripts, see our article on Voice Over Copy.
To those, we would add the following, specific to radio.
But at some point, freshening will be necessary. If the first commercial is on-target, don't jolt your product image by changing the advertising personality entirely. In fact, a follow-up spot in the same vein is where you can introduce copy points that you omitted from the first one to simplify your message.
And if you can't easily extend your initial spot into a series of 2 or 3, maybe your concept isn't as strong as you'd like it to be. Think again.
How to cast for radio
If you want to do the casting yourself (rather than simply choose from our recommendations), here are some tips: