4 Common Ways to Do Radio Advertising THE WRONG WAY

radio advertisingHere are some great ways to make sure your radio advertising does NOT work for you…

1.  “Let’s try it for a couple of weeks and see if it works.”  

If you’re going to do this, it better be a Help Wanted or a Sale ad and you better have about 8 to 10 ads running a day. Radio’s big strength is constant, consistent brand building. And be prepared not to be completely Wowed for 2 to 6 months. And then… plan to be elated at the end of Year 1.

BUT… that’s ONLY if we take a tedious, creative, and intelligent approach to the message we’re putting out to the public. My specialty is figuring out what we need to say in your ads so your radio advertising works… and you grow because of it.

2.  “We just want a straightforward Radio Ad with the facts.”  

I heard this one the other day. He’s a fairly new HR guy. They’re doing some Help Wanted advertising. This local company has been using radio for recruitment advertising with me for about 8 years now. And it’s worked for them because we’re bold and creative in their radio ads. But the new guy just wants something “straightforward”. And we’re changing the ads from 60 seconds to 30 seconds. Ok, I’ll give him a break. He’s new. He doesn’t know that we went through this trial and error phase 8 years ago. The fact is… people like to be entertained. Especially, when they’re listening to the Radio… because that’s why they turned it on in the first place. So, if we weave a persuasive message into an entertaining and Non-Ignorable radio spot, it’s a win. It gets heard more often. It gets remembered more often. Radio listeners get weary of radio ads aimed only at their logic. When you add emotion and entertainment, that’s when the real results show themselves.

3.  Not taking your competition into account.  

If you create a radio campaign without “strategy” in mind, your ads won’t work as hard as they could for you. So, you have to think about how you compare with your competition. Where are they strong? Where are you strong, where they are not? We need to “open a wedge” where you stand above your competitors. We need to highlight the points where you shine. And those points need to be things that people really care about.

For example, I have a banking client who’s on a consistent yearly radio plan. They’re a smaller bank with multiple locations that 1) answers the phone when you call, 2) is small enough where the employees know who you are, and 3) cares more for the individual. Our strategy is to highlight the shortcomings of the big banks – like customer service and always having to wrestle with automated phone systems… and then explain why you’ll be happier at a smaller bank. We’re using humor and also reminding people of how it used to be and that they can have that level of service again. We’re also going to possibly incorporate some good testimonial ads into that mix of humorous ads very soon. At least, that’s my vision. Getting customer testimonials isn’t always easy.

If we just gave a laundry list of services and cliché lines about customer service and a knowledgeable staff, the ads would never get any attention. They would be ignored. And the radio advertising wouldn’t work.  No matter where you advertise, it’s ALL about the message and the strategy within your ads. And radio advertising is one of the best places to create messages that have a huge impact with listeners.  Why?  Because of the massive range of creative angles, “theatre of the mind”, the power of sound, and versatility.

4.  Getting too technical about demographics and the radio stations you choose.

Most radio stations would work for a good, local branding campaign. Yes, some might have a few more listeners that seem to be in your “wheelhouse” of the demographics you’re looking for… but barely. Don’t try splitting hairs.

Consider a demographic range for many radio stations… 18 to 35… 25 to 45… 35 to 60+. That’s a pretty big range. You know why? Because you can never tell what kind of music someone enjoys. Or whether they prefer Talk Radio over a station that plays music. And most people have 2 to 4 favorite radio stations. There’s not one radio station, TV station, newspaper, magazine, website, or social media channel that OWNS an audience. People are people. All you have to do is make sure you’re saying something in your ads that people might actually care about. THAT is when your advertising will start working. It’s not about WHERE you advertise. It’s about what you SAY in your ads. I don’t mean to be a broken record about that (well maybe I do), but it’s the most important thing that business owners and “marketing people” need to understand. Your advertising results depend on it.

Radio just happens to be one of the best mediums in order to place your well-crafted, entertaining, and engaging advertising message.  Why?  Because it’s a “friend”.  It’s a place we turn to for information and entertainment.  Every day.  And 90+% of people listen every single week.

YES… I could keep going with reasons to do radio wrong… these just happen to come up a lot in my many years of experience in the local advertising arena.

Duane Christensen

Results Radio Townsquare Media - Sioux Falls

duane.christensen@results-radio.com

 

 

My GIFs and Why I Use Them #4

Here is Round #4 of the GIFs I use in emails once in a while to get my point across a little more effectively or just to give someone a laugh. 🙂

Just use this GIF instead of typing, “Wow, that’s awesome!” And who doesn’t love Tommy Boy?

Who gags better than Jim Carrey in Dumb & Dumber?! And you’ll come across at least one reason to send a “gag GIF” over the next few days. Like the addition of 5 new Zoom meetings this week, or a new technology we have to learn because it will make our work lives “easier”. Ha.

And this is when someone requests some task or project from me… and I’m going to get it done PRONTO… and happy to do it!

Nick Cage. Long hair. 5 o’clock shadow. White tank. And a WINK. This is usually a “You’re Welcome” GIF to guys that are cool enough for it. 😎

Have a fresh Spring day! 🌷

Duane Christensen

Marketing Dude in Sioux Falls, SD

My GIFs and Why I Use Them #3

Here is Round #3 of the GIFs I use in emails once in a while to get my point across a little more effectively or just to give someone a laugh. 🙂

Spongebob happy pants is maybe for someone who might not be “on the same page” as me in the “what’s funny” department. Keepin’ it simple and fun.

But then… let’s just follow it up with a little Spongebob snarky pants for those who will appreciate it. A sense of humor is a must for your recipient. Thick skin. I usually send this in reply to a mass email from a coworker (with a sense of humor) who lets people know they’ll be out of the office the next few days. 😂 OR maybe include it in a reply to your boss after she sends you another email of no value whatsoever.

Alright… enough with the cartoons. This one just gets a laugh every time. When you’ve had it with dumbasses. Harsh, right? Or not harsh enough? 😉 I just can’t. Nope. Not doing it. See you on the dark side. I’m done.

This is when I need to let some dude know that I’m not playing around. Or am I? I’d really just like them to ponder on that for a bit. And you can’t ever go wrong with an Inigo Montoya quote from The Princess Bride.

Have a groovy day! ☮

Duane Christensen

Marketing Dude in Sioux Falls, SD

Ain’t Nothin’ Easy

I was going through some old marketing notes… and found something that I had written down and tore out of a journal-type notebook. Jagged edges, scribbles on it, but nothing written about WHY I wrote it or WHERE it came from. But I’m going to share it with you in a moment.

Things are a little uncertain right now with the Covid-19 virus… but there are some businesses out there who are innovating and putting their thinking caps on. There are categories that are seeing an increase in business. BUT a lot of local businesses are either way down, barely breaking even, or losing money. Those business owners aren’t sleeping well. They’re wondering if they can pay their employees or even keep their doors open. They’re concerned for their families. Their future.

The anxiety is high in this group of small business owners. It’s taking its toll on them. If you know someone like this, just reach out to them and ask, “How are you?” Don’t be afraid of the answer, just get them talking. You CARE about them, so, don’t go silent when they need someone to listen and help them get a few things off their chest. They’ll appreciate you so much!

Ok, so here’s the chicken scratches I found in a pile of marketing notes the other day…….

Ain’t Nothin’ Easy when it comes to good marketing these days.

Sure it’s EASY to spend money.

It’s EASY to place an Ad buy.

It’s EASY to try out the newest social media marketing.

It’s EASY to buy some ads on the new radio station, or the new billboard, the new bus bench, the new magazine, the new TV show, and on and on.

But it’s HARD to make advertising work. It’s hard and time-consuming to figure out what to say to consumers that will change perceptions and move them closer to buying from YOU and not from your competition.

Seth Godin said, “You’re going to need to go uphill in order to go downhill. The hard work is digging deeper than usual on the uphills – that’s the best chance you have to earn a downhill later.”

Making your marketing WORK… requires YOU to dig deeper.

Making your marketing WORK… requires YOUR MARKETING PERSON to dig deeper.

AND AT TIMES LIKE THIS… digging deeper is critical. It could possibly be life or death for your business.

At Results Radio, we don’t specialize in selling you radio, we specialize in making your radio advertising work. And keep working. And keeping your business growing. That’s what we do. Whether you need me or my team NOW… or in a few months from now, we’re ready to dig deep.

In the meantime, I would recommend that you find a few people to chat with about your situation. People who might not even always agree with you… but you appreciate their different perspective, ideas, creativity, opinions, etc. People who aren’t afraid to challenge you and make you DIG DEEPER…

…….

…….

……..

…….

Cuz the future could quite possibly be brighter than we could have ever imagined….

Duane Christensen

Sioux Falls, SD

duanechristensen1@gmail.com

My GIFs and Why I Use Them #2

Here is Round #2 of the GIFs I use in emails once in a while to get my point across a little more effectively or just to give someone a laugh. 🙂

This here can be taken 2 ways. I sincerely applaud you… or I’m being a smartass and you’ll know it when I’m using it in this manner. 🙂

The next two are essential. They are “Giddyup” GIFs. The Kramer giddyup is for when a more aggressive giddyup is needed. You’ll see what I mean here…

This particular giddyup almost has a feminine feel to it. Subtle. More of a congratulatory giddyup. Like… yeah… we’re awesome…

Whoops… I was almost going to slip a “Ken Jeong from the Hangover when they’re in the desert” GIF in here. We’ll skip that one and keep this post PG-13. But that one is perfect for old buddies / good friends who have a sense of humor.

I like the old Star Wars. And the characters. Especially Han Solo. Cuz he’s cool as shit. And hilarious. Or am I talking about Indiana Jones? Doesn’t matter. This Han Solo slide is for when I amaze the crap out of someone and do something that most people can’t do. It happens a lot. Or at least it does in my brain. 😉

That’s all for today. Kisses. ❤

Duane Christensen

Marketing Dude in Sioux Falls, SD

We Need Some Normalcy

All I’m sharing with you today are some of my GIFs that I put into select emails to friends, coworkers, and clients when I want to emphasize a particular emotion. These are just some of my faves that I’ve collected over the years. 🙂 This is an attempt to lighten the mood and give you something normal / not normal.

For when I’m a little frustrated, or want to call BS on something…

And I like Arnold.

When I know I’m about to make something really big or exciting happen. When I’m jumping in to take care of business…

I appreciate Blake’s “getrdone” attitude and humor.

There are times I email a client telling them I have an idea, but it’s not quite fully baked yet. So, I tell them I’m still researching, writing, and thinking, but to stay tuned…

Zach G!

Ah, crazy eyes. This is for when a group of you just witnessed or were emailed something that is verging on “off the rocker” or maybe some nervous tension…

Good for a few other applications as well.

That’s all for today. This is the first installment of a 4 or 5-part series. MORE TOMORROW. I have a slug of useful GIFs to share that can be included in some of your future emails.

Of course, you need to know when it’s appropriate and when it’s not. But we’re all professionals and can figure that out. Yes. That’s right. I trust you. Isn’t it nice to be trusted? Whole other issue. Sorry. Have a great day!!! 🙂

Top 6 Clues That You Are Wasting Your Ad Budget

#1  You think that the more places you advertise, the better your advertising results.  You equate good advertising with “reach”.  You feel that if you advertise in many different mediums, you’re reaching more people. The problem is, you’re probably not reaching that many more people since we all watch, read, and listen to multiple different mediums, not just one. By spreading your budget too thin across too many ad mediums, you’re not putting your ad message in front of people enough times to make an impact and be remembered by them. Too much “reach”, far too little “frequency”.  You’re trying to reach 100% of the people, but you’re only convincing them 10% of the way. 

​#2  Your advertising message has no impact on the audience you’re trying to convince to do business with you.  You think that results come from the advertising medium you choose.  That couldn’t be farther from the truth.  Your advertising will only work when the words you convey to an audience are relevant, entertaining, and memorable. If your ad message doesn’t resonate and get attention, then your advertising won’t work, no matter where you place your ads.

#3  You believe that anything “visual” is the best way to advertise.  The truth about advertising effectiveness is that sound is more easily remembered than visuals.  It all has to do with how our brains our wired.  All of those big national companies with huge budgets that moved the majority of their dollars from TV and Radio into online advertising are finding out that it was a big mistake.  Is there a place for online advertising?  Of course.  But the bigger chunk of your advertising budget should be put into “sound media”… and the online or “visual only” should be a support media for the “sound media”.  There is way too much money being wasted on the new and shiny things in advertising.  But that is happening mainly because those advertisers haven’t figured out how to get consistent advertising results.  So, you’ll try anything hoping that something will stick… instead of getting to the bottom of how to make advertising actually work.

#4  Your advertisements and marketing (even your social media) only talk about what you do and who you are… instead of talking about what your products and services do for your customers.  Your customer doesn’t care about you.  They don’t.  They only care about what you do for THEM.  So, your ads must talk about the benefits of doing business with you.  How can you solve their problem?  How can you improve their life?  Also… why should they buy from you instead of your competition?  You want your prospective new customer to subconsciously think that they’d be making a mistake if they didn’t buy from you.  And that’s not done by presenting them a laundry list of your products and/or services.   When your ad message only conveys “who, what, and where” you are… then, you’re allowing people to dismiss your ad completely.  It’s not memorable.  It won’t move someone closer to doing business with you.

#5  You’re too “logical” with your ads.  The questions you should ask yourself when creating or evaluating your ad message is “Does this evoke emotion in people?  Will they ‘feel’ something?”  Emotion is the key.  If you don’t “move” people in your ads, then, they’ll never be as powerful as they could be.  Do you know what causes people to listen and remember what you’ve told them?  Tell them a story.  And that’s what most of your advertising should be doing.  Put your ad in story form and it will make a much bigger impact.

#6  You only think short-term with your advertising instead of long-term.  If you only advertise for brief periods, or only for special events and sales, you’re missing out on the bigger portion of the population.  Think about how many people need you right now.  Not very many.  So, as soon as your ad is done, you’re easily forgotten or not even considered because most people weren’t currently in the market for your product or service.  How long do you plan on being in business?  Then, you have to think long-term.  Remind people frequently and consistently with a strong ad message and a story… and guess who people will automatically think of when they NEED what you offer?  YOU.  That’s the power of branding.  When you “stamp” your business name and “what you stand for” on the brains of the public with emotional messages that make people like and trust you before they even meet you… you’ll win this game of marketing by a landslide.

Duane Christensen

Your Marketing & Advertising Friend

605-940-7984

duanechristensen1@gmail.com

Image by Intellectual from Pixabay

Why Radio Advertising?

I tell people all the time… if there was a better media to use to advertise your local retail or service business… I’d go work for them.

I had a conversation with someone recently who was concerned about the future of Radio. He was wondering about it because he doesn’t listen to “regular radio” as much any more. But he’s a business owner. Business owners don’t listen to AM/FM Radio like the average consumer does. They have too many shoes, chainsaws, and hammers to juggle every day. The time to listen is limited for them.

As long as the radio industry is proactive with technology and keeping live and local DJs… Radio will be fine. After all… approximately 89 to 91% of adults listen to AM/FM Radio every week.

Some feel that Spotify or Pandora might be stealing a lot of listening time from Radio. But that’s just a perception, not reality……..

The audience share of AM/FM Radio is actually 8x bigger than Pandora and Spotify combined.*

If you’re a business owner, you have to understand that as long as there’s still a FREE option for good music, interactive and entertaining DJs, local news and event info… there’s always going to be a big audience for AM/FM Radio.

Now, that we have that out of the way, I want you to think about what the biggest, most successful brands on the planet do to advertise. It’s all about reach. Reaching the masses. They’re discovering that narrowing their target audience by moving more dollars into targeted, digital advertising was a big mistake. They’re starting to understand that the reason they used mass media from the beginning was because the more people who know about you, directly translates into more customers and more sales.

And why local radio for advertising? Remember? Radio reaches approximately 90% of adults. But the best reason is because radio is intrusive. Meaning you don’t have to do anything to hear them. They’re just there. And you can move or shut your eyes, but you can’t close your ears.

All you have to do is say something in your radio advertising that people would care enough to listen to. And that’s our specialty at Results Radio Townsquare Media. The message. We know how to create ads that get heard and remembered.

It doesn’t matter if you’re advertising on the biggest radio station in town… if your ads don’t cut the mustard, you’ll be unhappy with the results. We’ve acquired a certain set of skills here that can take an average advertising strategy and plan… and turn it into something that has horsepower. Or we can start from scratch and bring something to you that will have traction from the get-go.

The list of our happy clients is pretty extensive. If you’d ever like to speak with any one of them about their experience with us… let me know.

I’m confident that Radio has a bright future, and our radio clients can rest a little easier because of that. This is still the best local advertising medium to build a great brand in my opinion, and it also helps that I work for a great company that is still doing things right. Otherwise, I’d go work for someone else.

That’s all for now. Happy New Year!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

*Westwood One

Working Fast

Quick story. I’m having the exterior of my house painted. They’re on Day 2. And they should finish up today. BUT… it’s gonna be HOT. Hot hot. So, when they got here this morning, I opened up the window of my office and said, “I bet you’re gonna work fast so you can be done before it gets too hot.”

And I wasn’t trying to imply to them that they should bust their ass, so my house could be finished. I was just kind of feeling bad that they were going to be stuck outside on such a wicked hot day.

But the owner, Dana, said to me…

“I hear ya, but it’s hard to work fast.”

I stopped and thought about that.

He’s a painter. He’s working on the trim today. There’s some delicate work. If he rushes… then the quality suffers.

There’s “hustle” and then there’s “rushing”. There’s a difference. If I rush through any process of creating great ads for my clients… or skip parts of the sales process… then, the end result suffers. So, yes, sometimes it’s hard to work fast… especially when you’re in the good habit of doing the best work for your customers that you can. Which ensures that some day you’ll get a referral from that happy customer.

Here’s another quote – I think I heard it in the movie “Shooter”…

“Slow is smooth and smooth is fast.”

Slow doesn’t have to mean turtle-slow or sloth-slow. It can also mean “smooth-slow”. And isn’t “Smooth” something you’d like to be?

There are many times that I need to hustle. And that just means putting a little extra giddyup in my step and staying focused on my task at hand… and when that’s done, starting my next task. And the next. But I don’t rush something that shouldn’t be rushed. Because then the work suffers. When you can see the bigger picture, “smooth” and “hustle” will always bring you greater success in the long run versus just working fast just to get something off your plate.

Maybe you have employees and you wish them to work a little faster. It might not be “fast” that you want out of them. They might just need to quit with excessive “Lolly-gagging”. Or maybe they need more focus and direction. Don’t assume that faster work means more money for the company. Because if work suffers from too much “fast”… then, your customers will “smoothly” never be repeat customers.

We’ve hired our painter multiple times and referred him to others. And we’ll keep hiring him when we need his unique kind of “smoothness”.

Have a groovy day!

Duane Christensen

Sioux Falls, South Dakota

Image by Robert Balog from Pixabay

Radio Advertising Questions and Answers

I was emailed these questions about radio advertising the other day the other day…

  • Do you write the promotions?
  • Do you research the reach? Or, have suggestions on where we could push our product?
  • How many ads is good to have in rotation?
  • How many people can we reach?
  • What time of the day is best to run our ads?
  • Cost/per ad during the week?
  • How many times will this run throughout the week and/or on weekends?

All great questions. And usually the answers to those questions are the core materials in any media rep’s presentation. Which is why their ad campaigns will probably fail. At Results Radio, our “presentations” are a bit different. We focus on figuring out how we’re going to make your advertising actually work.

So, let’s add a couple questions to that list above that are more important…

  1. How will we make it work? (what’s our strategy?)
  2. How will we measure success?

These are more important because the other questions above won’t matter, if we’re not going into this campaign with the expectations of making it work… and knowing that it’s working. Right?

Let’s answer those questions up top first though

Do you write the promotions? Yes we do. At Results Radio, that’s what we train on most heavily. The words that are written and then spoken that go into people’s ears are what makes or breaks an ad campaign. And that is why we spend so much time figuring out what to say in your ads. Because that’s the core of making your ads work for you.

Do you research the reach or have suggestions on where to push our product? I’ll have to clarify this question with the business, but I think they’re asking something about demographics. Yes, I suggest the stations that will work best based on the people you’re looking for. But you need to understand that particular stations don’t own an audience. Meaning, most people listen to an average of 2.5 stations. For example, if you’re looking for “car parts type of people”, aka motorheads or “truck people”… can you imagine the different types of radio stations they could be listening to? Sports, Classic Rock, Modern Rock, Top 40, 80s, 90s, Modern Country, Classic Country, Talk Radio, etc., etc., etc.!

So, you pick a couple that seem like a good fit, and you start there. Or whatever works with your budget. And if you can’t afford to buy enough ads to run each month on the biggest of the stations, then you pick a station with a smaller audience that you can afford to talk to month-in and month-out. You’re trying to win a group of people over, one station at a time. Once you start seeing growth, then you can afford to add another radio station to your mix.

How many ads is good to have in rotation? You can air multiple ads that rotate at whatever percentage you wish. Most businesses don’t need to rotate different ads at the same time, but if you have a few different products to push… maybe you rotate 2 or 3 at once. But you also have to make sure you have enough ads airing each week in order for everyone to hear each of those ads enough times.

How many people can we reach? You can reach about 90% of the adults in the radio stations’ coverage areas if you’re advertising on enough stations. But that doesn’t mean you have to be on all of them. Remember when I said the average listener listens to 2.5 radio stations? Well, that means if you advertise on 2 radio stations, you’re theoretically advertising on about 5 stations. Cool, right? When it comes to actual numbers… there are some ratings out there on most stations. But the thing is… the number of people that are surveyed for radio station ratings is very low. Like, grossly low. So, the level of accuracy is low. So, one year a station can be listed as the #2 rock station, and the next it’s #8. How does that work when nothing else changed in the radio market in the last year? Radio rankings are hit or miss. There’s a disclaimer on those rankings that mentions something like, “use these ratings at your own risk”.

How many people are we reaching? It all depends on the popularity of the station. It could be anywhere between 5000 people to 40 or 50,000 people depending on the station… and the time frames in which you’re running those ads. If you’re only running ads during a morning “drive time”… you’re only reaching a fraction of that total audience.

What time of the day is best to run our ads? You want to reach the entire audience if you can afford it. And it costs less per ad to run ads all throughout the day. You can never predict when someone is listening. We all have different habits when it comes to radio listening. Some listen from 6 to 7:30 every morning. And then not again until 2pm or 5pm. Others listen periodically throughout the day, some all day long at work. Others only when in their cars. That’s why it’s a fool’s errand to only want to run ads during certain times of the day. You’ll pay more for the ads, and you’re hitting a smaller audience in the end.

Cost per ad during the week? This depends on the popularity of the radio station, the length of the ad, and the time frame they are airing. We’ll have a discussion about actual prices face-to-face.

But let me drop this little nugget on you… It doesn’t matter how much an ad costs if it doesn’t work. Even the cheapest ads are still expensive if you don’t see any results.

How many times will this run throughout the week and/or on weekends? My recommendation for “ad frequency” depends on your competition and your “share of marketing voice” within your industry. If you’re placing ads all throughout the day (let’s say 6am to 8pm), then you’ll need anywhere from 19 to 25 ads per week… at least 3 weeks per month if we’re trying to brand your business (make you the business people think of first in your category). But if your business category has a lot of competition advertising, then you need to adjust your ad load a bit higher to make sure your “share of voice” is high enough to make an impact on the radio listeners. You don’t want to be “drowned out” by your competitor’s ads.

So, those are my basic answers to those questions… but they aren’t comprehensive by any means. The questions asked in a face-to-face meeting and extra research on how much local marketing their competition is doing, gives much more insight into the radio scheduling tactics that would need to be implemented.

But you must know… the actual MESSAGE that we put into the ears of the radio listeners is what will ultimately determine the success of a radio advertising campaign. If the radio script that is written is just an afterthought… your radio marketing plan will fail. No doubt about it. But if enough time, research, and thought is put into the writing… “mountains” can be moved.

And… I’ll address those two questions I added to the list…… next time. 🙂

Thanks for reading. Have a groovy day!

Duane Christensen

Sioux Falls, SD

What Makes People Do The Things They Do?

Why do people act a certain way? Why do they say things they don’t mean? Why do they buy the things they buy? Why do they call one business for service instead of someone else?

What makes people do the things they do?

It’s the question that MARKETERS have been asking for centuries.

There are some obvious ones…

Keep up with the “Jones’s. To impress others. It’s what everyone else is doing. To look like you have a big bank account. And then some.

But as far as really knowing… all I can talk about is myself and my habits. And for the sake of keeping this a marketing article, let’s talk about my own BUYING habits for a second.

They’ve changed over the years. I’m soon to be 45 years old.

When I was younger, I mostly cared about how much something cost because I didn’t have much to spend.

But now, I want good products that perform and last. I want good service even if I have to pay a bit more.

Here’s the thing though… how do I know for sure if a local company is going to treat me right? How would anyone know?

They wouldn’t… unless they knew you… and trusted you.

Which is exactly what a good radio campaign can do. Cause people to like and trust you before they even meet you.

For example…

If I need a plumber, but I haven’t ever found one that I’ve fallen in love with… then I’m going to shop around. If there’s no one that comes to my mind, then I’ll do a google search for “plumbers in Sioux Falls” or something. The results I get will either jog my memory and one will look familiar… or it’s going to be a complete eenie meenie miney moe type of decision on who I call.

If one looked familiar, it’s probably because I’ve seen a lot of their service vehicles around or I’ve been exposed to some of their advertising. But I still really don’t know much about them, and I’m still reluctant.

But what’s the best case scenario for a business owner to get my business?

It’s when I’ve been exposed to their radio campaign for a while… and I’ve gotten to know them through those ads. They’ve talked about things in the ads that make me trust them. They’ve entertained me. They’ve given me some helpful information. So, now, when I need a plumber… boom… I automatically think of that business. And do I google “plumbers in sioux falls”? Heck no. I google the business name. And I either go to their website, or I click the Call button from their Google Business listing. Done. No competitors even came into the picture.

And as a side bonus, do you know that google rewards businesses with better ranking when more people type your business name directly into google. It shows them that you’re a good, reputable, popular, trustworthy business. So, being searched for by name on google not only gets you a direct call or click, bypassing your competition, it also helps you rank higher on google.

What makes people do the things they do? Well… a lot of times it’s EMOTIONS. The emotion of wanting to do business with an easy-going, trustworthy, and friendly company is POWERFUL. So, that’s what you need to convey throughout your Radio campaign. That’s the secret.

But the problem is… most marketers, ad reps, and ad agencies don’t know HOW to create Ad campaigns that does what I’m talking about. Sure, some might be creative, but there’s no tie-in to the business. Some might be full of lots of fluffy “we’re the best” type of stuff, but nobody believes them.

WHAT CAUSES SOMEONE TO CHOOSE YOU AND BUY FROM YOU FOR THE FIRST TIME?

They feel like they know you, they already trust you a little bit, and they like what you stand for. And those things can be conveyed to people in a couple different ways – such as their friends told them about you, or your advertising told them about you through a series of ads over time.

Do you see now why your advertising can’t just be about “awareness”? Awareness isn’t enough. There needs to be something else. Some secret sauce. There needs to be some kind of message that causes people to feel like you’re going to treat them well and deliver what they’re paying for. And then some.

Did you know that 90+% of people still listen to local Radio? Yup.

Sure there are lots of other ways people are consuming entertainment. But that doesn’t mean they’ve abandoned radio. We just have more options. It doesn’t mean we’re not listening. Do young people use radio as much as adults over 25? No. But I don’t really recommend you use radio if you’re trying to target kids either.

Your advertising strategy and the words you use in your ads… are SO IMPORTANT. The MOST important. They either make you or break you. They can either make you hate advertising or almost like it. Like “Like-like” it. A few of my clients actually LOVE it. They know it’s the biggest driver of new customers for them.

I worked for a radio group in sales and marketing for 16 years. Now, I’m an independent marketing company. I still recommend using radio. As long as the strategy and the message is relevant and engaging… there’s not a more versatile way to convey a message to the masses that can stir people’s emotions and get them to like you before they’ve ever done business with you (and the repetition of your radio ads are a huge part of why it’s one of the best ways to get you stuck in people’s heads – in a good way).

Of course, Radio isn’t right for every business. Maybe their profit margins weren’t good enough to make it pay… or they were still fairly new and didn’t have the budget yet to run enough ads to give it a chance to start sticking into people’s heads. There are variables.

Yes, you have a lot of advertising choices. It can get confusing. I can help you navigate all of it. If you have questions about some other forms of advertising and marketing, I’ll give my advice. And if I don’t know the answer, I’ll find it for you… or we’ll talk through it with each other.

Sorry for being so long-winded today! Making advertising work can get complicated… unless you know the right person. 😉

I hope you have a great rest of the month, quarter, and year!