Your Radio Ad is the Easiest Place to Paint a Picture

I was always the calf pusher.

I grew up on a farm. We raised some cattle. So, when we needed to vaccinate or get ready to wean the little calves, all of them would have to be run through the cattle chute one at a time to get their shots, brands, etc. And in order for that to happen, one person is in charge of “pushing” calves up the chute until they are locked into the headgate at the front. I was always the calf pusher.

And it’s always HOT, dry, and dusty on those days. The kind of hot where you can SEE the HOT in the horizon. All wavy and blurry. The kind of hot that makes flies hot, too, and they just want to stick to your sweaty face and catch a ride to wherever you’re going.

Did you know… that little calves have lightning quick back legs? And if you startle them just right… your shin or upper thigh is going to get a good pummeling. Over and over until all 150 calves have all gone through the chute. Probably 4 to 6 hours of being terrified of when the next “ninja calf kick” is coming at you. I always said I should have worn shin guards, but never did.

I remember one day, when we finished up helping our neighbor, everyone went back to the barn where there was a special room with an old fat fridge in it. All the guys were cracking open some Budweisers, except me. I was 13. Then, my neighbor said, “Hey Bud (he called me Bud), wanna drink?” I said sure, I’ll try it. He gave me my own CAN!!! My own beautiful can of Budweiser heavy with the beads of sweat running down the sides!

And to this day… I can still picture that moment perfectly. It wasn’t about the beer. It was about the whole scenario that played out. It was about my neighbor knowing that I worked my tail off that day… and that I deserved my own can of suds.

And now, I’m an alcoholic. Just kidding! 🙂

Did you know that radio commercials are potentially the best place to paint a picture? And when you tell stories in your radio ads that use words that people can see in their head… then, you’re helping them see things… and your radio ad comes to life.

When I hear radio advertising that doesn’t use “picture words” and it’s just full of adjectives or words like “mouthwatering” (if it’s a restaurant ad) or other feely fluff words, then, you’re missing out on making people “see” what you want them to see. Once you start telling stories in your radio commercials that people can see… then, they get remembered. Once you start making people feel good and remembering you… then come the new customers.

Have a groovy day!

Duane Christensen

9 Yards Marketing

duane@9yards-marketing.com

2 thoughts on “Your Radio Ad is the Easiest Place to Paint a Picture

  1. Hi, Duane –

    Been some time since I last saw one of your blog posts and it appears that you recently left the station and have launched your own marketing shop. Obviously, I don’t know the circumstances that led to the change, but please accept my best wishes for success in your new venture. It’s a big move, of course, but given your desire, experience, and talents, there’s no reason you shouldn’t do very well.

    Happy Thanksgiving to you and yours!

    [image: photo]

    Rod Schwartz Owner/Creative Director, Grace Broadcast Sales 888-472-2388 509-592-0148 rod@gracebroadcast.com GraceBroadcast.com 225 SW Skyline Dr. | Pullman, WA 99163 RadioSalesCafe.com [image: Social icon] [image: Social icon] [image: Social icon] [image: Social icon] [image: App Legacy WordPress Image] RodSpots What POTUS Can Teach Us About Marketing [image: App Legacy Event Button Image] Sound Ideas for Building Business – Helping Radio Stations Sell More Advertising since 1991

    “If you want to achieve excellence, you can get there today. As of this second, quit doing less-than-excellent work.” – Thomas Watson On Thu, Nov 19, 2020 at 3:10 PM Sioux Falls Radio Advertising wrote:

    > Duane Christensen posted: ” I was always the calf pusher. I grew up on a > farm. We raised some cattle. So, when we needed to vaccinate or get ready > to wean the little calves, all of them would have to be run through the > cattle chute one at a time to get their shots, brands, e” >

    Like

    • Thanks Rod! 😃
      It wasn’t an easy decision… but something I have wanted to do for quite a while. And the stars aligned a little bit, so, I pulled the trigger. Happy Thanksgiving to you as well. 👍🏼

      Like

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