“I love your radio ads.”

Some people say that…to a pretty good handful of my radio clients. That’s great! But it doesn’t mean much if the ads aren’t working.

But…

There’s something to be said for getting people to like your ads. That means they’re listening all the way through. If you bored the snot out of them for the first 5 to 20 seconds…they won’t stick around to listen to the rest. And therefore…they won’t tell you “I love your ads.”

What does it take to have radio ads that are liked or loved?

It usually involves a story. Or some piece of interesting information shared in such a way that engages the listener. Maybe you teach the listener something. Maybe you get them nodding their head saying, “That’s me. I know exactly what you’re talking about.” Or your ads are sincere and touch an emotional hot button…and then provide a solution to a problem that doesn’t seem “sales-ey”. When you truly want to help…that shines through.

I read a quote recently (and for the life of me I can’t remember who said it) “People don’t listen to ads. They listen to what interests them.” And I remembered the quote because it’s soooooo true. Just because you’re on Radio, TV, online, Facebook, Twitter, billboards, bus benches, etc…. it doesn’t mean you’re actually getting your message across to those people who use or come in contact with a particular advertising medium. You better be telling them something they care about or providing enough intriguing info that keeps them listening.

A good headline is crucial. But if you decide to take the easy route (after the interesting headline) and start telling them how great you are, that you’re the best, that you have excellent customer service, yada yada yada…you’ll lose them. Have an intimate conversation with the listener. (I say listener instead of listenerS because your ad needs to speak to one person. It’s one on one. Make it personal. Make them feel like you’re face to face with them. Keep your radio ad about your prospect – not about you.)

I forget that I need to say this more often: People don’t care about you…they care about themselves and their family and how you might be able to HELP them. That’s it. If someone doesn’t feel you have their best interest at heart, good luck snagging that fish.

Not everyone will say, “I love your radio ads”. But when you finally get on the right track…some people will. And you’ll notice the effect it has on your business.

I can’t end this without a little disclaimer though. There have been thousands of advertising campaigns that have won big awards and popularity contests…but they didn’t end up attracting any new business for the advertiser. Humorous, outrageous, or heart-warming might get some attention…but your ads still have to sell. They still have to move people closer to doing business with YOU instead of your competitor. It can get kind of tricky. The right strategy comes into play here. You need to make sure the message you’re conveying is something that people will care about and can cause them to buy more of what you sell.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

605-940-7984

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