Less works best in an audio ad. Unlike visual media, we can’t scan audio commercials only listening to the information we want, or rewind to hear it again.
What’s more, people don’t focus on audio ads. We go about our business only tuning in to something that catches our attention for as long as it's interesting and relevant.
Don’t fight it, work with your listeners: keep your spot simple and streamlined.
In part, that means using one directive. But which one is best? It depends on a few things.
People don't buy straight from an audio ad - they take the next step. So what’s the next step in your potential customers' buying journey that will ultimately help you sell your product or service?
The main points of contact for businesses these days are:
Hopefully the following will make your decision easier.
Address or physical location*
*there are cleaner, more effective ways to say your location than using your street address, but I’ll write about that another time.
These are general rules and your business could be an exception. But it’s probably not.
Don’t expect your listener to sit through information that’s not immediately relevant to them and don’t expect your audio commercial to be your whole marketing solution. It deals with one part of your consumers’ buying journey and works most effectively when you narrow down what that is.
Think carefully about which one of these directives is most useful to you and why. And remember, a marcoms expert can help you with all of this.