If you and I meet some day for the first time, I’ll be completely honest with you. I’m going to tell you that your radio advertising isn’t about YOU. I’m going to be honest with you because I actually care that your advertising works. I really really care. I’d rather you be happy with me…than upset that your ads don’t work. I’m addicted to the feeling that I’m doing good for my radio clients.
You may say that you want certain words and phrases in your ads. I may agree…and I may not agree. If your ad is mostly customer-focused and talks about how you help your customers avoid frustration or make them happy, we’re on the right track. If your ad (and ad campaign) talks mostly about YOU. I’m going to tell you WHY that won’t work. And I’ll help you understand the basic psychology behind effective advertising.
Once we figure out what a good strategy will be to set you apart from your competition, and figure out some things to say in every ad that will help cause people to subconsciously say, “Duh. I’d be pretty dumb to do business with someone else,” then it’s pretty smooth sailing from then on. Then, we won’t have to start from scratch every time you need a new, fresh radio spot to hit the airwaves.
Please don’t “try” radio to see if it works. It works. The only reason it would ever NOT work, is if the ads were scheduled too sparsely, or if you’re saying things in your ads that nobody cares about. If you do that, your ads will be “invisible”. And invisible radio ads are a big waste of money, and you’ll be disappointed.
That’s why you WANT me to be honest with you from the start. Not just take your money and run for the hills. You want me to share things with you that you might not see “from the inside”. It happens to the best of business owners. They forget to look at things from the consumer’s point of view. What may seem significant to you and your business, might not matter much to the average joe or jane and their families.
The only ways that your advertising is about YOU are that 1) You’re the one paying for the advertising and 2) we have to tell the listeners which business to contact (YOU!) when they want those wonderful things that you offer – less frustration, better life, headache relief, money savings, etc.
When you want to attract a consistent flow of profitable, new customers, I have what you need. It’s not a pill, it doesn’t come from a magic wand; it comes from putting some serious thought into what it is you want to accomplish and what your customers really love about what you offer. Let me know if you’d like to discuss your future and your new radio advertising plan.
Have a great day!
Results Radio Townsquare Media
Sioux Falls, South Dakota
I work for Results Radio Townsquare Media. I write this blog on behalf of my own sales career within the company. I’m passionate about what I do. Making advertising work for you IS the most important thing that I do. It’s what fires me up. What do I do? I write ads, think strategically with your best interests in mind, create ad schedules so your message can be heard, and I become very familiar with your business and what your customers care about.