The Missing Piece of Advertising Success

I feel there are a number of Sioux Falls businesses that would like to attract more new customers. But the missing piece is a shortage of advertising ideas. Ideas that give your advertising FUEL for the fire. You may have advertised in the past, or you’re even advertising right now, but feel like there was or is something missing.

You have a vision of what you’d like your advertising to accomplish…and you have plenty of advertising mediums and advertising people you could contact…but there’s a middle area that is uncertain. It’s a cavernous middle area that you wish were more clear.

A big idea can help fill some of that area. Understanding of what really makes advertising work is another missing piece. A person that’s on your side and doesn’t just sell you something and disappear is another ingredient. But let me go back to “the big idea”. It’s a spark that can get you excited about your advertising instead of dreading it. It can be the reason someone chooses to do business with YOU instead of someone else.

You can tell people Who you are, What you offer, and How to contact you, until you’re blue in the face. But if there’s not a big idea to help tell people WHY they should consider buying from you, your advertising will continue to be mediocre at best.

What you may be missing, is a big idea.

Let’s have a conversation. Then, we’ll get ready to create your big idea.

Have a day full of big ideas!

Duane Christensen

Sioux Falls Radio Advertising blog

I consider myself a big idea hunter. I work at Results Radio Cumulus Media in Sioux Falls.

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Snoozer Ads: “The List”

I listen to the radio. And I listen to the commercials. Especially the commercials on one of our 8 radio stations. The radio commercials we write, engage and keep people listening longer. If I ever need to remind myself of what most local radio ads sound like…I just pop it over to a station outside of our group. It’s kinda painful.

I like to evaluate the ads on any station – ours or theirs. I can tell the difference between an ad that has potential…and an ad that will help listeners tune out faster. I heard an ad recently that needed some major help. It contained “THE LIST”. The ad that lists about 15 different products. One after the other…and anoothther…and anothththeerrrr…Zzzzzzzzzzzzz.

So, what were they trying to do? They wanted to let everybody know that they have a huge selection to choose from. I get it. But the problem is…it’s grounds for being a SNOOZER AD. There are many different kinds of snoozer ads, but today we’ll talk about “the list”.

How can we let people know that you’ve got a lot of great products? Well, you can let them know you’ve got ONE great product, and a lot of others just as great. What I mean is, you focus on ONE product. You dazzle people with its greatness. You make them SEE themselves using the product. You make them see how wonderful it would be if they OWNED it. You describe the product through story. You describe the process in making the product. Whatever awesome things your product can do for your potential new customer or whatever they might find interesting about the product, you talk about it. Maybe it’s super high-tech. Maybe it’s a combination of this and that. Maybe it has a feature that people don’t know about.

But you can’t be tempted to start rambling off a bunch of other products. When you start listing products one after another, that’s when your Snoozer Ad Warning System signals “red alert” in your brain. Don’t do it. Be strong. Once you’ve pulled out some great juicy bits about your ONE product, then you can say something like, “If you don’t think it’s the best thing since sliced bread, why not inspect one of our other 27 selections.” Or something like that if you really feel the need to let people know you have a ton of products.

When you intrigue people with one product…and they believe that it’s truly a whiz-bang product…they’re going to assume all your other products (or services) are equally as fantastic. And by doing your radio ad that way, instead of inserting “the list”, your ad became interesting, entertaining, informational, and above all…a non-snoozer.

Have a great day! Do one thing better than anyone else could do today.

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a hard-working guy at Results Radio Cumulus Media in Sioux Falls. If you want to chat, drop me a line!

Non-Fat Advertising

What would you like your advertising to accomplish? What goal are you trying to reach?

Before you embark on a BIG ADVERTISING ADVENTURE, you should have a GOAL. “I just want to get my name out there” is not good enough. Maybe you’re at $500,000 in revenues and want to grow to 1.5 million in 24 months. That’s a goal. You should envision what that will look and feel like also. If you were doing 3x the business, can your current staff handle that? Are you set up for that?

Yes, there’s a bunch of things you need to consider…it’s not easy. But if you want your advertising to work to its full potential, you need to first HAVE a goal. You need to know exactly what you want your advertising to accomplish. Then, you’ll need to allot the proper ad budget to help get you there. It doesn’t happen…

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Seduction

“You mean we get to say whatever we want to radio listeners?”

“Pretty much.”

“Wow. That’s cool. Talk about the possibilities.”

“I know. It’s too bad most advertisers don’t take advantage of its full potential.”

“What’dya mean?”

“Oh, most like to make their ads sound like ads. It’ can be an invitation for people to tune out.”

“To me, it seems like it could be seduction beamed right through their speakers.”

“I like that. Seduction.”

“Well, isn’t that what we’re trying to do?”

“You’re absolutely right.”

 

Plant the seed – nurture – time – GROW

I discuss a lot of “advertising stuff” with people on LinkedIn. Not just with other advertising people, but small business owners, too. Mostly across the U.S., but even all over the world (isn’t the Internet great!?). Most have never experienced the power of good radio. They can’t even comprehend what the possibilities are.

Radio advertising around the U.S. is used mainly as a place to throw a few ads out, have a live broadcast remote, and attract a crowd for a special event. Or a business owner says, “I want to test radio. I’ll give you x number of dollars for 2 weeks. Let’s see what it can do.” And then the radio ad rep says dumbly, “Ok.” And then never call the business owner back after the ad schedule has run its course, because they knew it had no chance in hell of working.

Results Radio in Sioux Falls is one of the most out of the ordinary, effective radio groups in the country. Let me share a few reasons why…

It’s because we’ve learned how to create radio ads that impact listeners so deeply, they store that business in a tiny compartment in their brain. And then when they need that particular product or service the advertiser sells, that advertiser is among the top of the list of businesses they remember.

It’s also because you can’t have a group of ad sales reps working for you who fail to care whether your advertising works or doesn’t work. When I CARE about the precious money you invest…when I CARE that your advertising plan works…then and only then can I begin to create radio that will “move the needle”. Because if I didn’t care about your business succeeding, how much time and effort do you think I would put into the writing and creation of your ad campaign?

Another reason is because if I ever sold you something that didn’t work…I would mourn. I would lose sleep. I would be sick to my stomach.

So, how do we do this? How do we make radio work for our local business customers? What’s the magic bullet? What’s the secret?

The SEEDS are your message. The ads themselves. The content. WHAT YOU SAY in your ads. It’s all about saying things to people in your ads that they’ll listen to…and that they care about. Hint: They don’t care about YOU. They care about solving a problem they have. They care about how you can make their lives or their family’s lives better. They care about not making a stupid purchase. They care about finding a company to buy from that they know “has their back”. Knowing this, how would you write a radio ad? By saying the same boring, cliché things about yourself that everybody else does? Or by standing out from the crowd with ads that don’t follow the “rules” and saying something someone might actually listen to?

Now, you have to NURTURE your seeds. You have to keep telling your story in different ways. You change your ads after they’ve run their course (maybe 3 weeks, maybe 6 weeks depending on how many ads you’re airing). You have to stay on top of what the competition is doing. You have to research. You have to constantly talk to your customers and record their feedback about why they love what you offer…or why they love your business (What your customers tell you are like little gold nuggets. Nuggets you can use in your radio ads. Nuggets you can use to improve your quality of service and your customer’s overall experience. So, get your customers talking – just remember to listen). All these nuggets should be used when your ads are being “brainstormed” or written.

TIME. The farmer doesn’t plant the seed today and harvest tomorrow. All great things in nature take time. And so does your “break free from the ordinary” advertising plan. Who is in the market for what you offer right now? Not many. What’s your product purchase cycle? 3 months? 6? 4 years? 10? Are you trying to sell me a new couch today?…don’t bother because I bought one two years ago – I’m good. See what I mean? Or do you run a service company, like a plumber? You can’t predict when I’m going to need you…so why not plant the seeds in my mind, nurture them, and just be ready for my call when my need arises. Make me want to do business with you long before I need you.

When you plant seeds with great potential, nurture them, and are patient with them…you will be rewarded with a great harvest. You will GROW. Your radio campaign will talk to the people that need you now, and more importantly it will talk to the people who don’t need you now (the much larger group of people), but won’t have a choice of not knowing who you are. Those people who NEED what you offer will not be able to ignore you as a contender in this free market…because you’ve planted your “seeds” deep within their conscious and subconscious. You will be toward the top of their list of who they can trustingly buy from…and feel comfortable with that decision.

Have you ever needed something, but didn’t know where to get it or who to buy it from? You won’t give radio listeners a chance to have that problem. When you advertise in the manner that I’m trying to describe, you can be the one that people feel deeply about. The one that’s remembered. The one that’s trusted. The one that is contacted.

I guess it all comes down to caring about our clients. About me caring about my advertising customers. Yes, I’m getting a little sappy on you. But that’s what it takes. It’s not about me showing you a bunch of statistics and pie charts. It’s not about me telling you we have the tallest radio towers and the best listeners with the fattest wallets. It’s all about caring enough to figure out the right things to say to people…so you can grow. So you can attract profitable customers at a faster rate than if you weren’t advertising at all. So you can worry about doing the things that matter most to you personally, and what matters most in your business – taking care of your own customers. Why should you have to spend 25 to 35% of your time worrying about what you’re going to do next to “bring in some new faces”?

Advertising works when it’s done right. And for local business, Radio advertising works better than most of the other options I’ve ever seen…when it’s used properly. I’ve been working at Results Radio since 1998…if I thought some other form of advertising could give most of the local businesses in Sioux Falls a better return over the long haul, I’d go work for them. If you’ve got a growth goal that needs a nice “boost” to help get you there, I’m pretty sure Results Radio Cumulus Media is where you want to start. And I’m confident that I know someone in particular that you should work with. 😉

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio

A few Sioux Falls radio spots

I’m pretty excited! I just figured out how to put some audio into my blog posts. Here are 3 radio spots I wrote. And they were produced by either myself and/or Results Radio Cumulus Media production department. Once in a while I’ll share some ads that I’ve done to give you an idea of what we can do for you. I’ve also added a page up above with even more ads if you’d like to tickle your eardrums. 🙂

Cake Lady Results Radio spot

Heirloom Creations Results Radio spot

Sioux Falls Psychological Services Results Radio spot

Click here >> Reblogged from Non-Fat Advertising: to view entire blog post.

Non-Fat Advertising

“We’re the best in the business. We’ve been family-owned for two centuries. We have what you need, when you need it. Our knowledgeable staff can handle anything you throw their way. When you want quality, we’re second to none.”

You may think that it doesn’t matter what you say in your ads. And that you just need to find “the right people”. I’m saying…that is completely backwards. Of course you have a “target audience” and you might not want to send a direct mail campaign to the “slums” of your town. And you might not like the people you get by advertising in the local “shopper”. So, then you start believing that WHERE you advertise is most important.

Don’t get me wrong, sometimes you can find a better audience to advertise to. But if you’re putting an ad out there that “toots your own horn” about crap that nobody cares…

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