How to add a text-in call to action to a radio ad

The ad runs at 7:42 a.m., between the traffic report and a song. A furniture store has 30 seconds to say what's on sale, where the store is, and how to find out more. It ends with a web address that's three words long. The listener is merging onto the highway. By the time they park, the address is gone, and the store will never know whether that spot brought anyone in.

A keyword fixes both problems. "Text SPRING to 33777 for 20% off" takes a few seconds to say, sticks better than a URL, and can be acted on at the next red light, or later from the driveway. The reply sends the offer right away. And because every text-in is counted per keyword, the advertiser can finally see which ads, stations, and time slots did the work.

Why radio calls to action get lost

Radio reaches people who are doing something else: driving, cooking, working. The usual calls to action all ask them to remember something until later.

• A web address has to be remembered exactly, then typed into a browser and followed by a form.
• A phone number is seven or ten digits, and calling a business at 7:42 a.m. isn't something most listeners will do.
• "Visit us in store" gives the advertiser no way to know the ad was the reason.

Advertisers often fall back on asking customers "How did you hear about us?", which misses most of the people who heard the ad and acted later.

How a text-in radio ad works

1. The ad gives a keyword and the number. "Text SPRING to 33777." One word and a five-digit number, said twice.
2. The listener texts it, now or later in the day. Nothing to download and no form.
3. The reply sends the offer. A discount, the sale details, a link to book, or the address with the hours. Start from the "Send an offer or info" template, which is one reply and no questions.
4. Ask one question if you want a lead. Add an email step after the offer: "Want early access to next month's sale? Reply with your email." The contact goes to Mailchimp, Kit, ActiveCampaign, HubSpot, or anything on Zapier.
5. Count the response. The Reports page shows text-ins, contacts, new contacts, and completion for each keyword.

Measure each station and flight

The keyword is also the tracking code. Give each station, time slot, or campaign flight its own keyword, and the Reports page shows how many listeners texted each one. "Compare two keywords" shows how many people texted one, the other, or both, which helps when the same listeners hear you on two stations.

One keyword is included on your plan, and each additional keyword is $10/month. For a short test, two keywords on two stations is enough to see which one pulls.

Make the ad interactive

A text-in turns a 30-second spot into the start of a conversation. A few ways advertisers and stations use it:

• An offer: "Text SPRING to 33777 for 20% off this week." The reply is the coupon; customers show the text at the counter.
• Information on demand: "Text OPEN to 33777 for this weekend's open house times." The listener gets the details when they want them.
• A question: a one-question live poll in the ad ("Which flavor should we bring back?") gives listeners a reason to respond and the advertiser something to talk about in the next spot.
• An entry: "Text TICKETS to 33777 to win a pair for Saturday's show." A giveaway enters each listener once and draws a winner at random. Contest rules vary by state, so check with your counsel.

For stations

A station can offer text-in response as part of an ad package: a keyword per advertiser, the reply written with the advertiser, and the text-in counts after the flight as a simple report of response. Stations also use the same keywords on air for live polls and contests, so the audience gets used to texting the station's number.

Writing the spot

• Say the keyword and the number twice, once mid-spot and once at the end.
• Pick a word that's easy to spell when heard. SPRING is better than SPRNG or a brand name with unusual spelling. Spell it out if it could be misheard.
• Say what they'll get: "for 20% off," "for this weekend's hours." People text when the reward is clear.
• Keep the reply short. Lead with the offer, then ask for the email.

See what to offer for texting in for more ideas.

Before and after

	Web address or phone number	Text-in keyword
What the listener remembers	A URL or ten digits	One word and 33777
When they can act	Later, if they remember	At the next red light, or from the driveway
What they get	A website to search	The offer, by reply, right away
Measuring the ad	"How did you hear about us?"	Text-ins counted per keyword
Staying in touch	Nothing, unless they fill a form	An email, added to your list

Who this is for, and who should skip it

This fits local businesses that advertise on US radio, agencies that buy radio for clients, and stations that want to offer measurable response to their advertisers. It works best when the ad has a clear offer worth texting for.

It's a weaker fit for brand-awareness spots with no offer, and for stations whose audience is mostly outside the US, since the short codes work with US carriers only. See pricing: plans start at $19/month and include every feature.

Try it at your next event → Start a free trial