Frequently Asked Questions

Frequently Asked Questions

I think most FAQs are dumb. So, why not try to create one that's valuable to someone? This is a work in progress.

I think most FAQs are dumb. So, why not try to create one that’s valuable to someone? This is a work in progress.

How much does radio advertising cost?

It varies. The thing is…you’re not a “cookie-cutter” business…so we don’t provide cookie-cutter advertising solutions. It’s custom. You might need 60-second ads telling stories about you and your business to make people feel best about you when they need what you sell. Or maybe 30-second commercials are ok. There are even 15-second sponsorships to consider. And the number of competitors you have and how much advertising power or “voice” they have in Sioux Falls is a factor in how many ads you need to be airing each week to take a bite out of their market share. But don’t be afraid. We’ll talk. You’ll ask questions. I’ll ask questions. And get to the bottom of what it will take to make your Sioux Falls radio advertising work!

Which radio stations should I be on?

This is a question that’s kind of important…but not as important as you might think. At Results Radio Townsquare Media we have 8 radio stations. Stations that cover a

pretty wide variety of people. But you never really know exactly who’s listening to what. There are Grandmas listening to… >>>

>>> Read the rest here. http://duanechristensen.townsquareinteractive.com/frequently-asked-questions/ OR…if you’d rather read about something else besides the rest of the FAQs…poke around some other page of the site.

I’m sending you to my Townsquare website because there is a whole other hodge-podge of info there that a small business owner might like to see…instead of trying to cruise through some of these blog posts looking for answers. Ya know?

And if you’re a radio person or marketing person who reads this… let me know if you approve of anything or if you might disagree with something. I’m open to opinions and discussion!

AND…if there’s a question you’d like added to the list…let me know. I just added it, so I’m sure there will be more and more added to the list over time.

Thanks!

Duane Christensen

Results Radio Townsquare Media guy (who writes this Sioux Falls Radio Advertising blog at 11:15 p.m. on Wednesday nights)

605-940-7984

http://duanechristensen.townsquareinteractive.com/

 

You Put Ketchup on Your Fish Sticks?

I was 7 years old. My sister and I were staying overnight at Aunt Jackie’s and Uncle Dave’s. But I need to give you a brief glimpse of who Dave is…before I get into the fish sticks.

Image courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Dave had a sprint car photography biz back then. He had a darkroom in the basement. A dark darkroom. So, every once in a while I would tag alongside him while he developed his photos. Eventually, he taught me how to develop photos in complete darkness. The steps to take, the chemicals to use, the timing, the care, the precision…everything. I thought it was pretty cool. I respected Dave. He was fun. He let me try stuff, ya know?

Dave’s a Vietnam veteran. I think he saw too much. I’d love to ask him about it sometime…but I’m not sure if he’d be up for that.

Dave built cars, raced cars, fixed cars, and adored cars. He always teased my Mom saying he wanted me to drag race. Oh…I could only imagine. I never got into racing though. Mom always said something like, “Over my dead body.” Ha.

Dave was an Air Force recruiter for a while, too. He’d send me photos of awesome jets and bombers from Abilene, Texas, and cover every inch of the back of the photo with all the specs of those planes. I was in heaven. I’d memorize every detail and hang’em on my bedroom wall.

You probably understand by now that Dave did a lot of things. He wasn’t afraid to give something a whirl. To just “go with it”. It’s a quality that works for some, and for others it scares them to death. Some of him probably rubbed off on me…except I’ve really only been dreaming about things…not DOING them. Some day, right?

So, back to the overnight stay. Aunt Jackie made fish sticks. We each had some on our plates. Then, Dave grabs the fat, glass ketchup bottle, globs a pile on his plate and proceeds to dip his fish sticks in ketchup. Immediately, I said, “You put KETCHUP on your fish sticks?!?!?!?!” …with a scrunched up face. Dave said,

“Are these YOUR fish sticks?”

I said, “No.”

He said, “Am I telling you to put ketchup on your fish sticks?”

I said, “No.”

He said, “Then, maybe you shouldn’t worry about it.”

Wow.

I’m 38 years old. And I still remember that exact moment. But why? Was it a shocking event? Was it disastrous or monumental? No. I think there’s some deep, meaningful thing there that might have changed my life just a little bit. Even if it was just steering me a degree or two back towards “the road”…it meant something. Why else would that memory be burned in my brain?

I’m thinking that I was getting to the age where I might need a few extra attitude adjustments. Or “checks” on my mouth. Is THAT moment why I’m more open-minded today? Is it part of the reason I respected my elders growing up and still do today? Or why I don’t judge as harshly as others seem to?

I don’t put all of that “education” on Uncle Dave…my parents did a heck of a job raising a kid that knows the value of hard work, love, and discipline. I’m sure it’s a series of little events from the time we’re toddlers until the day we die…that makes us who we are. I’m glad Uncle Dave participated in a few of my “little moments”.

Whether it’s in your business, your advertising, or in your life…there are things worth worrying about…and there are things that you shouldn’t be throwing such a fuss about. You may be ready to take some leaps of faith, but your friends or family are holding you back. They say it’s too risky. They say you’re a fool. They say that your advertising is too “in your face”. Are you asking THEM to do the things you want to do? Nope.

I say…let’s go ahead and put ketchup on our fish sticks!

That memory floated to the surface a few days ago and I couldn’t get it out of my head. I suppose I was meant to share it then, eh?

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

Wouldn’t you rather be remembered… instead of a random option among your competition? I help businesses “say it better” in their advertising. Your advertising MESSAGE holds more power than any other element in the advertising “formula”. 

Your Radio Headline

Sioux Falls Radio Advertising blog…

Your Radio Headline

“It all starts with the snotty noses and green boogies.”

“I talk trash all day long.”

“Chainsaw juggling…”

“We have some fantastic sewing machines that are barely street legal.”

Image courtesy of "Ian Kahn" / FreeDigitalPhotos.net

Image courtesy of “Ian Kahn” / FreeDigitalPhotos.net

“When your car gets a case of the crinkles…” 

“What did the dog psychologist say to the dog patient?”

“Every year, there are more than 40,000 toilet-related injuries in the U.S…and I hope I’m not one of them this year.”

THESE are just a few radio ad headlines from past ads that my clients were daring enough to go with. They may not seem “daring”…but you wouldn’t believe how “SAFE” most business owners want to play. And if it came right down to it, I bet you would hesitate for a minute (or a week) before you gave the OK on one of these headlines.

But you know what? A headline that catches people’s attention like these…is part of the formula. Yes. I have a formula. Or I think it’s about 4 or 5 different radio ad formulas. Subconscious though. I wouldn’t now how to even explain them.

For example…

I don’t even remember why chainsaw juggling came to mind…but it caused me to compare chainsaw juggling to all of the things small business owners juggle every day.

I pictured in my mind what a smashed up car looked like. It was crinkly. So…that’s where the “crinkles” line came from for the body shop ad.

And what better way to lighten up a “psychology conversation” than with a dog psychologist joke?

I’m not a good organizer…I’m not a list maker…I’m not an accountant… so I think that makes me better at some of the creative stuff. Of course, I still have lots to learn. Even though I’ve been writing radio ads for about 9 years, I can see how I improve year after year. If you don’t strive to improve and learn consistently, you’ll get left in the dust. I don’t plan on getting left in the dust, I plan on being ahead of as many marketing people as I can. But… (I’m off track) back to the HEADLINES!

Don’t be afraid to be different with your headlines. They’re like the ad for the rest of your ad. If you don’t hook’em at the beginning…you’re screwed. And then…keep ’em interested all the way through. Don’t bore us to tears with the rest of the ad. Tell me something I don’t know. Tell me something that could cause me to make a new decision based on new information. Then wrap that around strong words and voices and inflections and realness and sincerity. A bit of humor doesn’t hurt once in a while either (but don’t go overboard – most national advertising is all humor and no selling – big fat wastes of money).

So, that’s the end of this hodge-podge blog post. Maybe my headlines I listed could give you a few sparks of your own. Just don’t be too “safe” with your headlines and your advertising in general. Being too “safe” is what will let your competition pass you by.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

(I work for Results Radio Townsquare Media – call me)  🙂

605-940-7984

duane.christensen@results-radio.com

8 radio stations – radio commercial writing and production – strategy – sales – yada yada yada (whatever is right for you…that’s what we’ll do)

Of course you have questions. Rates? Cost? Stations? Just ask.

Up For Grabs

I absorbed a Roy Williams (Wizard of Ads) Monday Morning webinar thingy recently. He said something once about all the people “up for grabs”. So, it got me thinkin’.

Up For Grabs

Image courtesy of “Sura Nualpradid” / FreeDigitalPhotos.net

There are a lot of people “up for grabs” …if only you would say something to them that doesn’t completely insult their intelligence.

“Up for grabs?” you say?

I don’t care what size of market you’re in… the majority of the advertising could be a heck of a lot better. Which means the ads aren’t working too well on people. These people are “up for grabs”. You could begin a well-thought-out advertising plan to win over a healthy portion of those people.

These are people who don’t know WHERE to go for a product or service… so they search the internet. And what do they usually find? A list of hopefully relevant businesses in which they most likely know nothing about. It’s a crapshoot. See? They’re up for grabs!

Now… if you only knew what kinds of things you should say in your ads, right? What could you say to people in your small business advertising efforts that would be the start of a profitable long-term relationship?

Hint: It’s not about you! It’s about THEM. How can you help them? How can you tap into their emotions so they begin to trust you before they even meet you?

You can’t make a friend by announcing, “Hey! I need a friend!” And successful advertising is no different.

There are more people “up for grabs” than are not up for grabs. It’s a big number. Why not go after the lion’s share of that group? These are people who would love to trust a good company like yours.

The biggest difference maker you have in making your advertising work… is saying something in your advertising that will “move” people.

SAY SOMETHING RELEVANT.

SAY SOMETHING SINCERE.

SAY SOMETHING MEMORABLE.

And I usually like to do those things with Radio. Oh my gosh…radio still moves a lot of mountains for local businesses! Yes, the world has more “audio options”, but the numbers (the people listening) have remained constant. The “other options factor” just means that we need to be even more focused on creating a better advertising message (no matter where you advertise).

Don’t bore people’s socks off. Either you have a revolutionary / unique / eyebrow-raising point of difference to share with audiences OR you need to lasso people’s emotions and help them love you before they meet you.

So…who’s ready to talk to that big group of “up for grabs” folks?

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

 

Advertising Small Business Wonderfulness

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

Bill Cosby released a comedy album in 1966 called “Wonderfulness”. What a great title. Just the word itself makes you want to listen to it. But do YOU have wonderfulness?

Do people know all the WONDERFULNESS that your product or service can deliver?

What do you DO for people? Think about that question. Go deeper than the obvious, “surface” answers. Figure out what you really DO for your customers. Figure that out first.

Then, how do you tell them?  How do you advertise?

If you begin “shouting” at folks about what you sell, you WILL be ignored. You’ll be ignored because thousands of others like you are doing the exact same thing.  Your words have become mere background noise.  Static. Annoyances.

Advertising can drive sales. Advertising can double your sales this year. It CAN if you scrap your current, non-producing ad plan, and start fresh.

WHAT IF…

What if you talked to your prospect about what’s going on in THEIR life?  What if you talked to them about what is truly important to them?  Or about something they wish to fix.  About pain they want to be rid of?  About something that can make them feel happy.  Something that will better their lives.  ??

Because isn’t THAT what we all want?  To be happy – successful – respected – loved – content – admired – free of stress – financially secure – independent – healthy – attractive – comfortable – safe – secure –     etc., etc.

What people want…is to better themselves.  So, tell them how your product or service can aid them in their journey.  Will you continue to tell them in the same ways as most other businesses do?  Will you continue to say the same things?  Will you continue to hope and pray that a Facebook page is all you need?…that it’s the magic potion you’ve been waiting for?

Define your TRUE customer, find out what they REALLY care about.  What “moves” them? What WONDERFULNESS can you share with them?

Have a day full of wonder!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

http://duanechristensen.townsquareinteractive.com/