Polished Radio

There are a lot of good radio voices that can make a bad script “sound” like a good ad.  They buff it and polish it.  But what’s the saying… “You can’t polish a……”

The polished ad sounds good.  It sounds like a great radio spot.  But if it doesn’t move the meter for your business, what good is a polished ad?  So what does a non-effective, polished ad consist of?  It’s usually filled with:


Lots and lots of clichés.  Like

“Your ____ headquarters”

“For all your _____ needs”

“Quality is job one”


Predictability gives our brains permission to ignore things.  Don’t you want your ads to get attention…and keep it?

No new information

People love to learn new things.  They’d also love to know WHY they should do business with you instead of your competition.  So share some good reasons to visit you.  Something they didn’t know.

Empty words

Empty words are words that don’t mean anything anymore (in the advertising world).  Like BEST, SERVICE, and QUALITY.

Yes, I know you ARE some of those words, but they don’t mean anything to a listener.  Internally, you have to PROVE that you are what you say you are.  And in your advertising, you have to SHOW them how you are those things.  If you believe you have better customer service than your competition, then tell listeners a specific true story about how you delivered excellent customer service.  Paint them a picture that they can believe.

Listen a little closer to your polished advertising.  Make sure you’re not saying the same un-meaningful things that your competition is saying.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls


My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.