What’s the purpose of local advertising?

To put “butts in seats”.

Like David Ogilvy said, “If it doesn’t sell, it’s not creative.”

Photo courtesy of “Sura Nualpradid” / FreeDigitalPhotos.net

So, the point here today is that you can be as funny or creative as you want in advertising…but if it doesn’t move the needle for your business…why bother? Being creative in advertising is important because you find new angles to use in advertising your company. You make people think differently about you and help them come to the conclusion that you’d be a trusted choice when they need what you sell.

But you need to make sure your creativity is helping to drive your main point home. Don’t be creative for the sake of being creative… be creative to help prospects understand how you’re different. You take a point of difference (how you’re different from your competition) and you exaggerate the hell out of that difference.

You don’t have a lot of ad dollars to waste, right? So, make sure the message of your radio ads (or any ads) are “putting butts in seats”. Make sure your ads have the ability to make an impact. Will they be remembered when your prospect needs you 3 to 6 months from now? And figure out HOW you want people to think of you…when they see or hear the name of your business. When you know what you’d like to be branded as… then take the steps to make that happen. It’ll help you put “butts in seats” consistently and for the long haul. Not just for your next 2-Day Mega Sale.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

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