Five Radio Ad Mistakes That Are Costing You Listeners
Radio advertising works. It has worked for decades and it keeps working because people still listen — in the car, at
work, while they're cooking dinner. But a bad radio ad doesn't just fail to work. It can actively make your brand
seem less credible.
Here are the five most common mistakes small businesses make with radio advertising — and what to do instead.
1. Trying to Say Too Much
This is the most common one, and it's completely understandable. You've paid for the ad, you've got 30 seconds,
and you want people to know everything about your business. So the script ends up crammed with features, offers,
opening hours, two phone numbers, a website, and a tagline.
The listener hears none of it. When everything is important, nothing is.
The fix: Choose one message. What's the single most compelling thing you want your audience to know or do?
Build the ad around that, and only that.
2. Starting With Your Business Name
"Hi, we're [Business Name] and we've been proudly serving Queensland for over 20 years..."
By the time you've finished that sentence, your listener has mentally moved on. Your business name means
nothing to someone who's never heard of you — yet. You have to earn their attention before you introduce
yourself.
The fix: Open with a hook. A question, a surprising fact, a relatable moment. Get them leaning in first, then tell
them who you are.
3. A Voice That Doesn't Match the Brand
Imagine a warm, friendly family restaurant advertised by a voice that sounds like it's reading a legal document. Or
a professional services firm advertised by someone who sounds like they're at a backyard barbecue. The mismatch
is jarring, and listeners feel it even if they can't name why.
The fix: Before you choose a voice, describe your brand in three words. Then find a voice that embodies those
words. The right voice makes everything else easier.
4. Forgetting the Music Bed
Some business owners, particularly firsttimers, treat music as optional. It isn't. Music does emotional work that
words can't. It sets the mood before a single word is spoken, and it reinforces your brand's personality throughout.
Silence underneath a voiceover sounds thin and unconvincing. The wrong music undermines an otherwise solid
script. The right music makes an average ad sound great.
The fix: Treat music selection as seriously as you treat the script. They work together.
5. A Weak or Missing Call to Action
You've hooked them, you've delivered your message, and then the ad just... fades out. No clear next step. The
listener thinks "that sounded interesting" and then immediately thinks about something else.
The fix: End every ad with one clear action. Visit this website. Call this number. Come in this weekend. One
action, stated plainly, with enough time for it to land.
Getting radio right isn't complicated, but it does take experience. At Brand New Day, we guide you through every
step — from script to broadcast — so none of these mistakes make it to air. Get in touch for a friendly chat about
your next campaign.
