3 Radio Commercial Ideas for Medicare Brokers

Oct 14, 2016

Marketing is all about reaching your ideal client. 94% of baby boomers are reached every week via radio. Using radio ads can do wonders for your local visibility. Use AGA’s radio commercial ideas to reach more Medicare prospects and get more leads.

Radio Commercial 101

Before we dive into ideas, let’s get the basics sorted. Read through some of these common radio marketing FAQs to ensure you’re marketing efforts will yield a positive ROI.

How long should radio commercials be?

A radio commercial has a few different time options:

Learn 4 Other Ways To Expand Your Local Visibility
  • 120 seconds
  • 60 seconds
  • 30 seconds
  • 15 seconds
  • 10 seconds or less

So which is the best? It depends on what your message and budget are. As long as you can push your message across effectively (at a normal speaking pace) in the allotted time, you’re golden.

Where Should Radio Commercials Be Placed?

Radio advertisements should be placed wherever your target demographics are tuning in. Generally speaking, talk radio is more common with baby boomers. Do some research on your local stations to find out where to advertise.

Radio Advertising Tips and Tricks

Here’s a key takeaway to remember: a radio commercial can make or break your personal brand. Don’t be remembered for a terrible radio advertisement.

Instead, use these radio commercial tips to avoid a potential branding disaster:

See our Insurance Agent’s Guide to Personal Branding
  • Be clear and natural.
  • Hook the problem or need, present the solution and highlight the benefits.
  • Address your target market by using the right language.
  • Avoid clichés, but be memorable.
  • Make it short, sweet and to the point.
  • Don’t sound like you’re reading from a script.
  • Be personable — this is a time for your personal brand to shine.

AGA Tip: Know when to use a professional. If you hire voice talent for your radio ad, discuss a tone to use that relates to your personal brand.

There’s a lot to cover when it comes to radio advertisements. This article by Entrepreneur is a good source for more info: Learn to Leverage the Radio

Radio Commercial Ideas

  1. Use a Dialogue
    Marketers connect with people by telling stories. You can paint a picture with radio by using captivating dialogue.Make sure whatever you come up with is relevant and appropriate. Natural dialogue with emotion has potential to hit home.

    Example Scenario

    An adult speaking with their senior-aged parent about healthcare, wanting to be reassured of their well-being.

    This probably happens all the time. People are probably thinking about their parents and wondering about the quality of their life. You can tap into that and offer a viable solution.

  2. Testimonial
    Testimonials go a long way for building a positive reputation. Do you have a loyal client that would be willing to do a testimonial for you? Ask them to participate in your ad. Have them talk about how you helped them and why others should trust you for their Medicare planning.

    Example Testimonial

    “Living on a fixed income isn’t easy. I was spending more on less coverage with my old Medicare plan—until I met John Doe…”

    To position yourself as your community’s reliable Medicare information source, always be truthful and authentic with your testimonials.

  3. Get Multilingual
    If you know multiple languages, use that to your advantage! Tap into other demographics and expand your target market. Consider making multiple versions of your radio ads targeting different language speakers.

Whatever creative method you choose to capture your audience, remember to focus on the benefits of your Medicare broker services. What can you do for them? How can you save them money? How can you find them more Medicare options? How can you reassure them on quality of care, costs, etc.?

Radio Commercial Calls-to-Action

A call-to-action (CTA) is something you use at the end of your marketing message to prompt a — you guessed it — action. Since you don’t have much time with a radio ad, your CTA should be simple and easy to remember.

Just think about what you want the listener to do. Visit your website? Give you a call?

Here are some examples:

  • Stop by www.website.com for more information!
  • Call now for a free benefit review: 888-888-8888
  • Get started on a Medicare plan that’s right for your unique needs and budget. Contact your local licensed Medicare sales agent, Joe Doe today at: 888-888-8888

You want to stand out with memorable calls-to-action. Use a rhyme, catchy slogan or simple-to-recall phone number so you can be remembered. Repeat your CTA several times to make sure it sticks.

Get Half Your Radio Commercial Costs Paid For


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