It’s time to tune in…
I’m Sam, the latest to join The Word Agency as Business Development Manager.
My background? Radio.
Yes, I’ve spent years living and breathing audio, helping businesses make the most of the airwaves.
I’ve always believed in the power of sound to cut through the noise (literally) and make brands memorable. So, when it comes to great advertising, what people hear is just as important as what they see.
Everyone who knows me only needs to hear the opening chords of the Rolling Stones’ Start Me Up and they’ll start looking around, because they know I’m nearby…
It’s even my ringtone. That’s the power of a personal audio brand – I’ve had mine since my very first radio work’s night out at The Bonny Boat!
So, what’s yours?
You can’t turn your ears off
One of my favourite sayings from my time in radio is “you can’t turn your ears off” and it’s so true.
Radio has incredibly low ad avoidance. Whether you’re gardening, driving, cooking, or cleaning, your ears are always open, and your brain is soaking up everything it hears, even the ads.
I’m a big believer in the creative-led sell. It doesn’t matter how often your ad plays – if it doesn’t tell the listener what’s in it for them, why would they respond?
How do you know it works?
Simple. If we put a message on air saying all your products or services are free right now, would anyone respond?
Of course they would.
But in the real world, unless you’ve got an unbelievable offer, you need a strong, consistent message delivered over time.
Most people take their time making big buying decisions. So, when they’re ready to act, you want your business to be top of mind.
A strong audio brand makes your business instantly recognisable.
The power of repetition
Think about your favourite song. You can probably identify it from the very first beat, right? That’s the power of repetition. It builds reputation and trust.
Radio is an earworm, and it’s incredibly cost-effective. You can build your brand on radio for a fraction of the cost of TV, but with the same high-quality sound as national brands.
Just look at McDonald’s. They took a Justin Timberlake track, turned it into the “I’m lovin’ it” tagline and then transformed it into an audio icon…
Ba da ba ba baaa!
Go on, admit you just sang that in your head!
That’s the power of a sonic trigger. You hear it, and in an instant, BOOM, it’s McDonald’s.
As a local business, you can create an audio brand just as strong as your visual one.
Use it across everything – your radio ads, on-hold music, videos – and your brand can be instantly recognised no matter where or how people hear it.
Want to create your own business’s unforgettable audio brand?
Drop me a line at sam@thewordagency.co.uk and I’d love to help!