Help Wanted!

What’s the first thing you do when you need to hire someone? You might see if word of mouth can get you a few applicants, but if that doesn’t do the trick, you probably say, “Let’s put an ad in the paper.” In my experience, you either get a bunch of people applying that aren’t exactly right for the job, or you get none at all.

So, who is looking at the newspaper help wanted section? It’s people who are either unemployed already or that are really “fed up” with their current employer. And a lot of those people who used to look at the newspaper for jobs are now doing it online.

I’m going to offer a better solution. Radio.

The reasons:

  • Statistics say that about 60% of people would consider making a switch for the right “offer”. (But most of those aren’t actively looking yet. Radio can talk to those people.)
  • Radio gives you the chance to really tailor your ad in a manner that lets people know exactly who you’re looking for, and exactly who you’re NOT looking for.
  • Since you’d rather hire someone who already has a job (you know they’re “employable”), radio reaches those people already working, but not actively looking.
  • A good Help Wanted radio ad can help shine a light on your company in a manner that a Print ad cannot. You’re using the spoken word. You’re adding EMOTION to your ad.
  • And one of the most overlooked reasons is that friends and family members of your “target” can hear the ad, too! Especially spouses. They hear an ad, and then tell their spouse about your company, and that maybe they should check into the opportunity you were talking about on the RADIO. (We see as much as 50% of Radio Help Wanted success comes from friends or family telling someone about your opportunity.) These are people that definitely wouldn’t be looking in the newspaper OR online to find a job for someone else.

Why radio for Help Wanted? Because we can close our eyes, but we can’t close our ears. Which means you get to reach people and affect people that aren’t actively looking for a new job. You can attract those really great employees that hear your ad…and say to themselves, “That’s worth looking into!”

Let me know when you need to hire. Radio can bring you applicants you wouldn’t normally get. AND it can also reduce the number of bad applicants you normally get. Which saves you time and money in the interviewing process, PLUS what about the wasted training, time, and money put into that person that quit after only working 2 weeks? Before you automatically buy an ad in the newspaper, I’d like you to consider Radio. Give me a call and we can talk about it. I’ve got a lot of experience in Help Wanted radio ad writing… which has resulted in attracting better applicants for local businesses that are tired of “so-so” or non-existent results.

Have a great day!

Duane Christensen   605-940-7984

Results Radio Townsquare Media – Marketing Strategist

Sioux Falls Radio Advertising blog

I’m a marketing guy, ad writer, and business grower at Results Radio Townsquare Media in Sioux Falls. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s available as an e-book on Amazon. It’s called “Take a Bigger Slice”.

THERE ARE NO RULES

THE PICTURE SHOWN here was whipped out by my 4-year old daughter in a matter of minutes. Have you ever seen characters like that? I haven’t. Before this picture, I had never seen her draw one even remotely similar. It was a proud papa moment.

How does this relate to radio ads? Your radio ads should be like children’s art…

  • Imaginative
  • Unexpected
  • Without boundaries

Don’t get caught up in what you THINK advertising should look like or sound like.

THERE ARE NO RULES.

When I asked what they were, she said, “They’re ghosts…with food in their bellies.”

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

Are you an OPTION in the consumer’s buying choices?

Smart marketing makes you an OPTION for consumers to potentially purchase your product or service.

Is there a benefit to being an option…versus NOT being an option?

Duh, right?

YOU are part of your business. You live and breathe it. You are submersed in it every day. Because of that, you may have the impression that:

  • Everyone knows about you
  • Many people will consider you as an option
  • Shoppers will remember you when they need you
  • People get a good feeling when someone mentions the name of your business

Most of those bullet points are NOT TRUE for most businesses that fail to implement a smart, consistent advertising campaign. How often are you reminding people about the ways that you can help them? Are you educating them about how YOU are a great OPTION for them when their need arises? When you make yourself a popular option to consumers, you will get more traffic, more phone calls, more web hits, etc. And then all you have to do is WOW them with you or your staff’s expertise and above average customer service.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

You Can’t Predict When They Will Shop

Are you still trying to blast advertising out there willy-nilly? Without any consistency? Are you only trying to grab the people who need you RIGHT NOW?

That particular advertising strategy is far, far away from the best use of your marketing dollars. Why? Because for most products and services, you can’t predict when someone will need you.

IF YOU’RE IN RETAIL, how long will someone consider buying your product? I mean, how long is the time from when they FIRST consider buying a product that you sell up to the point where they hand over the moolah? It’s called the buying cycle.

For example, do you think someone just goes out to buy a HOUSE on a whim? No, you start thinking about buying or building a house many months or even years before you act on those thoughts.

How about a new mattress? The first time you get out of bed in the morning with a slightly stiff back…you won’t run to the bed store the same day. It’s going to take many more nights of stiffness, pain, then agony, before you decide to shell out some dough for a new mattress. Many months in most cases. Partly because of the price…and mostly because buying a mattress isn’t the most exhilarating purchase in the world. It’s not a fun purchase. So, we put it off for a long time.

The same is true for most products that cost over $100. If a product is $100 or less, it’s easier to say, “I’ll take it!” But for the majority of consumers, more thought, time, and research goes into a purchase over $100.

When we’re happy and satisfied with our home, our mattress, TV, refrigerator, tires, furniture, windows, etc…we will not see direct response advertising – those sale ads, newspaper inserts, print ads, etc. Our brain is wired to disregard them. It has plenty of other things to think about. Our brain does not notice direct response ads until we need what you’re advertising.

Why does a consistently smart, creative branding campaign work best? Because a consistent radio campaign will start being intensely listened to by those consumers on the very first day they consider buying a product. So now, you can talk to them through your advertising for months and months before they decide to buy. You can share with them great reasons to do business with YOU versus someone else.

Who do you think has the upper hand? The business that advertises to someone months and months, week in and week out throughout their ENTIRE BUYING CYCLE? Or the one that advertises only periodically trying to attract people the day or two before they decide to buy?

Short term spurts of advertising trying to snag the low-hanging fruit does not lend itself a helping hand towards strong, consistent growth.

It’s the people who aren’t quite “ripe” that you want to start wooing. What’s the definition of woo? To seek the favor, affection, or love of. I would even add in there…SEDUCE.

Kind of reminds me of when I met my wife. Did I ask her to marry me on the first day we met? No. I started a process. The process of wooing. Which brings me to another point. Marketing your business is a process…not an event.

When something is REALLY worth going after, you need to be patient and start a smart process that takes many things into account. What’s a new customer worth to you? Is it worth taking extra care in attracting profitable, new customers that will love how you treat them better than someone else down the street? I would think so. So, don’t yell at them, hoping to get their business with inconsistent and unemotional advertising. Woo them. Start the process.

I’d love to help you with that. When radio advertising is done right… there’s nothing better to attract your next favorite new customer.

Remember… you can’t predict when they’ll shop, so you might as well talk to them long before that… which will take your competitors almost completely out of the picture. Wouldn’t that be cool?

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a marketing guy, ad writer, and a Sioux Falls business grower. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

Crowbar Advertising

If you need to pry something open, sometimes it’s a big job, and you grab yourself a crowbar.

I had forgot how fun photo booths are.

Well, when it comes to your advertising, it needs to be LIKE A CROWBAR because our brains don’t just let anything in. All of us have a million things going on in our lives. We’re not just waiting around for your next boring advertisement. That’s where a GOOD radio campaign comes in.

RADIO ADS CAN BE USED LIKE A CROWBAR to open up a wedge into the public’s minds. Radio does this well because it’s uses the spoken word. What came first? The written word or the spoken word? What’s the most effective way to communicate with someone? Hand them a note or just talk to them? How about making a sales presentation – should you email the presentation or deliver it face-to-face with feeling and conviction? It’s the same with radio. Good radio is personal, versatile, emotional, and can tell a story that motivates like nothing else.

Your radio ads must be:

  • A little outrageous (or a lot)
  • Surprising
  • Unexpected
  • Emotionally driven
  • Strategic (with your competition in mind)
  • Bold
  • Truthful

Put all of that into your radio ads…and you’ve got yourself a great “crowbar” to help people remember you and do business with YOU.

Call me. Let’s discuss.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

The Best Radio Advertising Headline

The best advertising headline would be if you could peek into your prospect’s brain…and see what they were thinking about…at that precise moment.

That sounds ridiculous, but it’s true. What if someone was thinking, “I really need to mow the lawn, but I’ll do it tomorrow”. Then, your headline would be, “You know you need to mow the lawn, but it can probably wait until tomorrow…” You just got the full attention of that one person. They’d listen to whatever you had to tell them. At least for a few seconds anyway.

But do you need to have a crystal ball or be a mind reader to write a good headline? No. You just need to know your customers. You need to communicate with them. Ask them what their fears are. Ask them what they love. Ask them what they do on the weekends. When you KNOW your customers…only then can you write an advertising headline to attract people just like them.

Do you need a formula to write a headline? No way. Just write from the heart. From your customer’s heart. The best radio advertising headline commands attention. Just make sure your headline…is NOT about you. It needs to be ALL about the person you’re trying to attract.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio – Townsquare Media Sioux Falls

For the Kindle edition of my book (and to learn more about great things to put into your ads) – click here Take A Bigger Slice