She asked, “Is radio advertising kind of like TV advertising?” I said, yeah, except you can afford to buy more ads on radio, radio production is free, it’s pretty tough to reach a solid number of people consistently with TV, and they haven’t invented DVRs for radio yet.
She said, “Sure, radio production is free, but is radio production really that good?” I said, it IS at Results Radio. And you have to make sure you change your ads up at least every 6 weeks. You see the same local TV spots airing for 12 months or more because average TV production costs too much for the small business. BUT “production” isn’t the most important ingredient in successful advertising.
She said, “It’s how many people you reach, isn’t it?” I said, No. Because does it really matter if I reach a lot of people, when I have nothing good to say? The most important ingredient is a combination of a couple things. #1: What you SAY in the ads… AND #2: The overall strategy (how will you position yourself in the minds of the public).
She asked, “So, you’re confident that you can help me grow my business?”