I was trying to think of what you might Google if you wanted to learn how to improve your local marketing efforts.

• “Better advertising”
• “Where should I advertise?”
• “Should I Advertise Online?”
• “I really suck at marketing please help”
• “Advertising salespeople are annoying can I do it myself?”
• “I’m so much better than my competition why are people so stupid?”

But it’s kind of hard to know what your situation is. Maybe you already advertise on the radio. Maybe you’re already boosting a few Facebook posts here and there.

Let’s talk about advertising choices. There are too many of them. You can’t do everything. Don’t even try.

Here’s the truth about choosing an advertising medium or direction…

Most people (but not you, of course), are NOT fascinated by what actually WORKS… they’re fascinated by what is NEW. Right? Don’t you have this feeling that you’re missing out on something if you don’t give the new, shiny thing a shot?

I’ve said this before…

When you buy advertising, all you’re doing is renting an audience to “reach”.  Different ways to reach people change all the time. But what HASN’T changed is PEOPLE. Making advertising WORK, is all about PEOPLE, not about the new ways to reach them.

In order to be successful, all advertising must do 3 things:

1. Impact (with people)
2. Communicate (with people)
3. Persuade (people)

Let’s tackle the “Impact” part of that. The great marketing dude, Bill Bernbach says, “90% of ads do not get noticed.” What?!!! Are you crazy?!!! How is that possible?!!!

Actually, I would agree with that estimate. That statistic comes from a LACK OF IMPACT. Do you want a “Plain Jane” ad that only talks about boring facts of what you sell or what you do?

It will be ignored. You’ll be part of that 90%. Just by standing out (yet still relevant), you’re far ahead of your competition.

Stop being afraid to stand out. You won’t get warts. Your house won’t get egged. 

You won’t die.

What do you think happens when your ads get noticed and they’re part of that 10% group?

Hey, I get it. You’re afraid of offending people. There are certain things that I hold back from sharing on social media because I don’t want people to think I’m a flippin’ weirdo or something.

But hey… I’m weird sometimes. My wife loves it. My daughter loves it. If it’s not good enough for anyone else, maybe I shouldn’t care. I do and I don’t. It’s kind of sad that I’m 41 years old, and I don’t think I’ve totally come out of my shell.

I’m working on that though! And so should you!

Especially with your advertising. Stop insisting on blending in. It’s costing you a lot of money – and not making you any.

If you really suck at advertising and marketing your business, then we need to talk. The first thing to do is not make it so difficult and intimidating. All you’re trying to do is become friends with new potential customers. Get them to like and trust you. That starts with authenticity. There are people just like you who would love to buy your product or service. Let them know who you are, what you’re all about, and why you do the things you do. They’ll love you for it. And the best way to do that is through stories, humor, and transparency.

Don’t try to disguise bullshit in advertising with long words or extra words that aren’t needed. We have built-in bullshit detectors in our brains. All of us. So, don’t attempt to get us to love the smell of yours.

Be authentic and create ads with IMPACT! Remember… you won’t die.

Are you ready to advertise though? Is everything up to par within your business? How’s your customer service? How’s your product? Are your current customers happy with you? Here’s another quote from Bill Bernbach…

A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.

So, just make sure you’re ready for a great advertising campaign. When you are… let’s get together and discuss the possibilities!

Duane Christensen

Sioux Falls Radio Advertising blog

605-940-7984

duane.christensen@results-radio.com

I work for Results Radio Townsquare Media in Sioux Falls. Been pounding away here at Results Radio in Sioux Falls, South Dakota since 1998. Love helping good, local businesses grow.