I’m going to ask you one “would you rather” question. Would you rather not see…or not hear? That’s a tough one. My first instinct is to say not hear. But how could we really know which would be worse without actually experiencing blindness or deafness?
Hellen Keller noted that it was much more difficult to be without hearing than without sight. And that helps me segue into my radio advertising message to you today.
Radio advertisers know that radio gives life to their message to the public. Those businesses that rely solely on print ads or online advertising (sight only), don’t understand yet what good radio can do for them. And I’m going to leave TV advertising out of this comparison because most small businesses don’t have a big enough budget to implement a truly effective TV campaign. Of course you can with Cable TV, but cable TV stations hit such a small number of people, you usually need to be on 10 or 20 different cable stations to make an impact. Usually. Of course there are exceptions.
Whoa…I got off track. Let’s get back to sight versus sound and how it affects your advertising. I think a print ad makes a business owner feel good because it’s something they can hold in their hand. They can hold it up and say, “This is my advertisement!” That’s not so easy to do with the sound waves of a radio ad.
A good radio ad is not a print ad read into a microphone. A good radio ad will talk to your potential customers about them. It’s a voice talking directly to them and it connects the benefits of what you offer to their own lives. It paints them a picture with voiced words about how you can help them improve their life or eliminate a problem they have. A radio ad is a print ad brought to life. A GOOD radio ad is nothing like a print ad. You could call it a print ad on steroids if you want. But the spoken word is so much more powerful than the word in print.
A good radio ad should make people feel good about your business. And when that happens…you’re buying “mental real estate”. And owning some mental real estate is the start of branding. And branding is important because you can’t predict when your prospect will need what you offer.
Here’s a quick explanation of what branding is: If advertising is “getting your name out there”…then branding is simply “attaching something to your name”. And attaching something that matters to your prospect…to your business name…is a potent element in truly effective advertising. We can get more into branding some other time. I’ll share with you a few deeper things that will help shed light on why “Branding” kicks “Advertising’s” butt.
A good radio campaign will get your prospect to remember you when they need you…and then you’re 2 or 3 steps ahead of your competition that’s just trying to “get their name out there”.
So…Hellen Keller wished she could have had the gift of hearing back before the gift of sight. That tells us something about how our minds work…and the kind of advertising that is superior to others.
Have a great day!
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.