Little Things

Image courtesy of "bulldogza" / FreeDigitalPhotos.net

Image courtesy of “bulldogza” / FreeDigitalPhotos.net

As I WROTE…

And RE-WROTE…

And SCRIBBLED a few new radio scripts for a fitness center type of client, I realized how much the scripts improved as I made changes. Sometime little changes. And it wasn’t too difficult, it just took some extra time and care. For example,

I was writing something about “obsessing about weight” …and it was boring. So, I started cruising around Google looking for a “spark” regarding weight or weight loss. And that brought me to some information about the gravity on the planet Mars – a 250-pound person here on Earth would only weigh 95 pounds on Mars. Ta-da! A brand new angle for the ad that would definitely get some extra people’s attention…and stick in a listener’s mind a little better.

Then, I started writing another script for that same client and mentioned couch potatoes. It was a good intro, but towards the end I wanted to bring the listener back to “the couch potato thing”. But I wanted to do it differently. So, I paused. And thought about couches. Then, I pictured the love seat in my own home. A love seat is a smaller couch, right? And couch potatoes aren’t all the same size. That was what I needed. Now, my radio script mentioned couch potatoes AND love seat potatoes. It’s nice when things work out. But it usually doesn’t happen on the first try.

Make some extra passes at your radio ads. Come up with some ideas…and then expand on them. Take yourself down a rabbit hole until it gets too weird, and then back up just a step or two. But the main reason my ads improved was because I didn’t say, “That’s good enough” after just the first or second drafts. And to be honest, I came up with the basic script ideas weeks ago…but let them marinate a while before I sat down to finish them.

The little things…can make a big difference.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

Ad Writing / Ad Strategies / Digital Advertising / Radio Sales

605-940-7984

duane.christensen@results-radio.com

I’m a radio marketing guy at Results Radio Townsquare Media. I write this blog on behalf of my Sales & Marketing career at Results Radio Townsquare Media. I truly enjoy helping businesses get from their Point A to their Point B in an efficient manner. And Radio Advertising is just one of those ways that has worked wonderfully well for my radio clients. We have 8 radio stations within our group to help you reach the people you’re looking for within Sioux Falls and the surrounding area.

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Who’s The Big Dog?

Who’s The Big Dog?

Image courtesy of "Photokanok" / FreeDigitalPhotos.net

Image courtesy of “Photokanok” / FreeDigitalPhotos.net

Would you like to take a bite out of the big dog’s market share? If you want to grow…that’s where you’ll most likely have to steal customers.

Are you saying to yourself, “Why would I want to steal customers?”

Well…that’s where your growth comes from. People are already using someone else to get the services or products you provide. But not all of those consumers are happy with who they’re doing business with. That’s where YOU come in.

You need to be more appealing to them. You need to offer something better. You need to treat them better. Ya know? Good customer service? Yeah, it’s important. Putting your employees on auto-pilot and free rein to act however they wish…isn’t a good plan. If you’re going to chop down the “big dog” a little bit…you’re going to have to perform better – in every aspect within your business.

THEN…you need to tell people about it. That’s where your radio advertising comes in. It’s easy to just spend some money on advertising and watch it NOT work. That’s a piece ‘a cake. The hard part is making your advertising WORK. Especially if you have a big dog in your industry who is “top of mind” in Sioux Falls (or wherever you are).

So, if that’s the case, you’ll probably have to run more than 3 radio spots per day. We’ll be looking at possibly 4, 5, or 6 radio ads per day. There’s not one formula that’s going to work best for everyone. You have to take into account your competitive situation – or your “big dog” situation.

And if you’re already one of the bigger dogs, then you have to be aware that you’ll have competitors who want to take a piece of YOUR pie. So, you’ll want to at least protect that share with a good ad strategy. And Radio is one of the best places to do that.

You’ll need to set yourself apart from your competition. You need a strategy that lets people know how you’re DIFFERENT. And how you’re able to make their life better by choosing YOU. It’s more than just “running radio ads”. We’ll help you come up with a differentiating strategy. We’ll help you come up with a series of radio commercials that can start “sticking” into people’s minds. And radio does that best when you insert EMOTION into your radio ads. You will need to connect with potential new customers on more than a logical level. You need to push some of those emotional hot buttons and get people to remember you and feel good about you when they need what you offer.

When you buy any kind of advertising…if you’re not told any of this, then you should be wary. You might be told that just by advertising on their TV station, newspaper, website, or buying a special direct mail list that RESULTS will automatically come to fruition. That’s not the case. You need to SAY something worthy in your advertising. The media you choose isn’t the power, it’s the message you’re spreading around. If you don’t say anything in your advertising that is compelling and if what you say doesn’t move someone closer to doing business with you…then you’re wasting your money.

Did you know that just by sharing a better message (above and beyond a poor or average message) your RETURN ON INVESTMENT can be up to 8x better? Yes. 8 TIMES! So, doesn’t that even make it sillier when you’re worried about getting the lowest ad rates? I can find you some really cheap advertising…but you’ll still be throwing that money down the drain if you’re not saying the right things in your ads.

You wanna go after the big dog? We’re good at helping local Sioux Falls businesses do that. And if there’s not a clear “big dog” in your category right now…we’re good at turning businesses INTO the BIG DOG. What’dya say? Ready to take a look at how we can help? How I can help? Yes, I work alone on most of my clients’ radio strategies and ads…but when it’s needed I also get help from my team at Results Radio. That might entail orchestrating a few brainstorming sessions with my team and your team, or bringing one or two extra people along to meet you and ask a few of their own questions.

Let’s start here though…

What would you like your advertising to accomplish?

What is your 5-year GOAL for your business?

Ideally, how much more would you like to grow in the next 5 years?

Let’s start there. I want to help you hit your big target. Maybe you have a goal of growing your business by 4x. That’s great. Let’s start the discussion on how we could help make that happen. It’s more than just advertising…and we’re here to give any extra advice and resources we can if you need it. We’re way more than just a radio station. We’re business growers. We’re staying on top of everything so our radio stations (and our websites) remain in the homes, cars, phones, and work areas of the majority of the population.

I’d love to help. All you have to do is reach out to me. I’m harmless. : )

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Ad Writing / Ad Strategies / Digital Advertising / Radio Sales

605-940-7984

duane.christensen@results-radio.com

I’m a radio rep for Results Radio Townsquare Media. I write this blog on behalf of myself. Bottom line? I truly enjoy helping businesses get from their Point A to their Point B in an efficient manner. And Radio Advertising is just one of those ways that has worked wonderfully well for my radio clients. We have 8 radio stations within our group to help you reach the people you’re looking for.