Internet
Audio: Radio Advertising for the 21st Century
by
Diana D’Itri
From the time Alexander Graham Bell's little invention first allowed man to speak to others across the miles, it's been pretty much a given that nothing is as strong a tool for communication as the sound of the human voice...not newspapers, not magazines, not even the knowledge-stuffed texts on the Internet. Seeing may be believing, but seeing AND hearing motivates people to act!
I'm of the opinion that no matter what walk of business life you're coming from—a successful corporate CEO, a dedicated marketing specialist, or a struggling entrepreneur—we're all emotional creatures. Because we're so intensely influenced by those emotions, external stimuli via our five senses play a very important role in how we perceive others and with whom we choose to do business. The more senses used in gauging something, the truer the evaluation. A simple voice inflection in an audio book can take the listener through emotional twists and turns that speak volumes over a text-only version.
Reading does offer one advantage over audio: the reader can have a "pure" experience through his or her own perception, rather than being influenced by a voice that, through its inflections and tone, conjures up an image for them. But, as a business owner, marketer, or sales manager, do you really want your Internet customers to judge your product or service strictly by what they read, or think they read? Instead, wouldn't you appreciate the opportunity to directly point out the benefits of your product, and let them hear the pride of workmanship in your voice?
Through the earliest days of worldwide newspaper communications, through the era of radio that brought a faceless voice through a simple speaker, and on to the invention of television that literally changed the world—each medium, as its turn came, gobbled up large percentages of the market. We can compare these three powerful mediums—newspaper, radio and TV—to the transitional phases of the Internet, which evolved quickly from obscurity to a household "must have." Now, with the onslaught of audio and video to enhance it, we're well on our way to a new age of sight and sound in our everyday online experience.
Prepare to dazzle and be dazzled as both a witness to and participant in the next generation of online communication and marketing. Audio testimonials, audio quality assurances, audio facts—all are confidence-building messages of value from business owners directly to their target market and potential customers. You never know if your web site visitors are actually reading all the sales text that's available on your site, but if they listen to the audio, you know they'll hear the facts that are important in their decision-making process. And that can make the difference in helping you to close the sale.
Diana D’Itri is co-owner of RaveBiz, a referral marketing and technology company. For a free download of "31 Tips for Boosting Referral Business" go to www.ravebiz.com.