So who and where and when will you record your ad?
You don’t have to record your ad on your on – the radio station will record it for you. They will also allow you to use it on other stations, if you’re airing it on more than one.
They have a recording studio. They will do the voice over for you, or you can have someone supply the voice. When we did our first ever ad one of the DJ’s recorded it, and he tried to sound churchy – he just assumed he should for a church ad. I kept explaining that he had to sound cool, and showing him what I meant. Finally, he said, “You do it!” So (unfortunately) I’ve been the voice of our ads ever since.) I don’t suggest that you be the voice of your ad unless you can do it really well. You need to do a great reading, sound cool, etc.
The radio station will also have a library of royalty-free music to use. Again, they may assume that you want cheesy music because you’re a Christian – insist on something cool. To reduce the amount of time it takes I start out by saying, “No synthesizers!” I actually try to “out cool” the station by a little, if I can. What I mean is that people who listen to the station assume churches are wimpy and wussy. And so I don’t want to just match their sound, I hope to make those who listen think, “Dang, that church sounds a little heavier/edgier than the station!” (But don’t do this if you can’t back it up! If you put that kind of ad on, and then someone shows up at your church and you are wimpy and wussy, well, that’s false advertising.)
Most radio stations will also allow you to record an ad with them that you will NOT air on their station, but they will charge you for this, about $100. I only know this because I’ve recorded radio ads for a few (non-local) other churches.
And … air your radio ads on a week when you will be starting a brand new series on Sunday, and make sure it’s a series that will really connect with non-Christians.
– featured on newchurches.com