You get stinky radio advertising results when you have stinky radio ADS.

I know Radio Advertising works great when you have something interesting for people to listen to. And radio is much nicer to listen to when the ads aren’t so putrid! AND…and…and (this is me getting excited to talk to you about good radio advertising) and… and …and do you know what else? A radio station will have more happy listeners when of course the DJs are good and the programming is good…but also when the ads aren’t so sleeeeeepy, annoying, and uninteresting.

A bunch of the radio stations I’ve listened to in Sioux Falls and all over the country have the same mediocre and worse than mediocre ads that sound just like a newspaper ad read into a microphone. Sleepy Town. And not only are the ads kind of boring and blah blah blah…but they don’t work! Talk about double-yuck! It’s like they have a template on file for each business category, and they just insert the business name into the proper one. It’s a formula that creates haters of radio advertising.

Radio works great when you STRIP AWAY the clichés, the template-style writing, and all the things that everybody else drones on about in their ads (but nobody cares about). When you say things that are interesting and unexpected, people listen, and results / return on investment / increased market share will happen.

But then…you can even take a better than average ad and improve upon it. How do you do that? Help people visualize something. Help them SEE. Make a movie with your radio. Tell a story with visual words. How do the best fictional writers get us so hooked on their story? By making us feel like we’re there. The “gurus” say that radio is theater of the mind. And it IS. But very few actually create that kind of ad. When you DO, it’s powerful.

Let’s do something that works. Let’s leave out the everyday phrases nobody cares about. Replace them with something interesting that a listener can “latch onto” and cause them to REMEMBER you. Let’s make some radio ads that smell like chocolate chip cookies coming out of the oven. When you do, you’ll love what radio advertising can do for your business.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a radio ad writer and sales guy that works for Results Radio in Sioux Falls. Love my job. Of course it comes with stress and frustrations at times. But when you have a passion for something…what doesn’t? I like to help Sioux Falls business owners convince the public that their business is the bomb. It’s a process. But it doesn’t have to be rocket science. Let’s get started!