CAN YOU GET A WHISKY IN THAT?

You’re stood at a bar (remember those?), the barman pours you a pint of beer and the head to liquid ratio is, shall we say, a little off. “Can you get a whisky in that?”, you ask the barman. “Yes”, he says. “Fill it up with beer then.” you reply.

It’s only natural that we all want to get our money’s worth. Radio Advertising is no different. If I had a pound for every client that has asked me to ‘pop’ a few more words into their script over the last two decades, I probably wouldn’t be writing blog posts on LinkedIn.

The more we fit in there the better, right?

No. The more you say in a radio ad, the less people are likely to take from it. That’s why here at Sticky, we have a strict ‘Less is More’ policy.

All our ads have just one simple message. And, by focusing on that one message, it allows more time to make sure your commercial is the one the listener remembers.

It also allows:
· the voiceover to sound like a real person, who the listener can trust
· any music to have a proper intro and outro, supporting the brand better
· any sound effects to work harder, bringing the scene more to life
· the client to sound more professional which, we presume, is the desired effect

So, if your company want to create a radio campaign, don’t think of it as a pint that needs to be filled to the brim sloshing all over your hand as you precariously walk back to the table.

Instead, see it as a carefully crafted cognac in one of those big old brandy glasses, warming gently in your palm, having plenty of room to breathe.

Being enjoyed. And making a lasting impression.

Cheers!