Watch them Squirm

Here is one question that can help you decide if you should buy advertising from someone –

“Mr. or Miss Advertising Rep, how do you plan on making this work for me?”

Then watch them squirm.  Or if they’re a “seasoned” salesperson, I assume they’ll have a smoooooth answer that doesn’t really answer your question at all.  You may get an answer that includes words like “reach” and “frequency”.  And probably a bunch of other numbers, and advertising clichés because that’s all they’ve got.  If you’re really lucky, you’ll get to see some nice graphs or pie charts.  A PowerPoint presentation would be a treat also.

Reach and frequency is about how many people your ad has the potential to hit…and how many times you run your ad.  But those factors are minuscule in comparison to what it truly takes to make your advertising plan work.

If you believe you know how to make advertising give you consistent, long-term results…let’s talk some day.

If you have no idea what it takes (you’re in the majority)…let’s talk some day.

I suppose I should tell you how I would answer that question I told you to ask.  Ok.  Next time.  Stay tuned.  My answer would probably be a little different each time someone asked me…but the CORE of my answer would be exactly the same.  And I wouldn’t whip out any demographic figures or bar graphs.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls


My work website:

If you have questions about the cost of radio advertising, which radio stations would be a good fit, any marketing in general, 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.