Radio Ads

Window Company Might Need A New Radio Ad Strategy

/ Duane Christensen
Image courtesy of "domdeen" / FreeDigitalPhotos.net

Image courtesy of “domdeen” / FreeDigitalPhotos.net

Listening to the radio the other morning, a window Ad caught my attention. That’s good. That’s what it’s supposed to do. Well, it’s the first thing it’s supposed to do, but that’s not the ONLY thing it should do.

The ad started out giving reasons why someone might need new windows. Drafty, fogged up, condensation, etc. I immediately thought of a few of my older windows. Then, I also thought replacing my windows is not something I needed to do right away. They’re not that bad. Maybe my heat bill is a few bucks higher…oh well.

But here’s the thing that the advertiser failed to do. They failed to make me feel good about THEIR company. They didn’t give me any reason to trust them more than any other window company. All they did was educate me on the signs that I don’t have a perfectly efficient window. I don’t even remember the name of the company (because they failed to give me a reason to remember them).

Here’s the thing about windows. It’s not like buying groceries. People will take a lot of time to consider their options. And people also don’t need to replace their windows very often…or ever. So, the number of people who are in the market right now for new windows is very very small.

The window company radio ads should either be branding themselves to the public. Or they should have had a whopper of an offer, call to action, or added value mentioned in their ad…in order to make the people who really need new windows ACT NOW.

The best kind of advertising would be of the branding sort. The kind of ad strategy that glues a business name in the public’s mind. That series of ads would make me trust THAT company above all others. That company would cause me to feel good about their company. And they would tell me their stories in their ads consistently and repetitively over time on the Radio. That way…I’ll remember them and feel best about them when the time comes for me to replace my windows.

You might say, why not just always have a great offer or a discount of some kind and only attract the people who need your product or service at this very moment?

It’s because that percentage of the population is really small. And you’d be fighting against all the other window companies making offers as well. And then you mostly attract the people looking for the best deal. And you have to make one heck of an offer or discount available…decreasing your profits. Over and over and over and over. It’s an endless cycle of PANIC and a “what kind of deal can we offer this week or month to drum up some business?” kind of situation.

But when you get people to basically love you and trust you and REMEMBER you for wonderful reasons BEFORE they ever have a need for your product or service…then you attract a better kind of customer who is on the lookout for a trustworthy and high-quality business to buy from. That buyer is far more profitable. That buyer won’t get quotes from 17 different window companies (or whatever industry you’re in). They’ll start with you. You’ll either be on the TOP of their list of who to call, or you’ll at least be the top 1, 2, or 3. And that’s WAY better than being the 11th option…or not an option at all.

See what I mean?

Radio can work wonders for you…when you have the right strategy and the right kind of branding message that causes people to remember you for the right things.

You might not even know that Radio Advertising can work really well. You might be considering a “mobile” ad campaign because everyone has mobile phones, right? That’s gotta be the best way to find a new customer, right?

And all that time you were wondering what new technology you could dive into to capture new customers…Radio was always there. And always with the huge potential to help grow your business. But you just weren’t using it correctly.

I hope this example from the window company radio ad helped shed some light on things for you. It’s not that the radio ads can’t help them. They can. Especially if there aren’t a lot of other window companies advertising. You can win a little just by default if your competition isn’t doing much advertising. But it’s just my opinion…this ad campaign can be much much better.

If you have any specific questions about radio advertising or about any other kind of advertising (digital, text campaigns, TV, print, etc.), all you have to do is ask. Either email me or call me. Let’s sit down and figure out the best things we can say to your potential, profitable new customers. Let’s talk over your options.

I want your advertising to work for you. I want you to see business growth and prosperity year after year. Let me know if you’d like some help.

Thanks. Have a groovy day!

Duane Christensen

Results Radio Townsquare Media (8 radio station group)

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

I write this blog on behalf of my sales and marketing career at Results Radio Townsquare Media. My goal: Help more local business owners get more for their advertising buck…and be thrilled with the results.

Cost of Radio Advertising

/ Duane Christensen / 1 Comment

Cost of radio advertising.

That’s a search engine term that gets typed into Google or other search engines quite a bit when someone is curious about radio advertising. When I talk to people, they usually just want a ballpark figure. I can answer that question for them. But I like to talk about a few other things with them first.

My Dad had some great crops this year. And I know what he invested to prepare the soil for a good return. The fertilizer, the field work, the expensive tiling in the wet fields, etc. It adds up to a big number. But all of that is paying him back far more than if he didn't make those investments on his farm. Photo by Duane Christensen

My Dad had some great crops this year. And I know what he invested to prepare the soil for a good return. The fertilizer, the field work, the expensive tiling in the wet fields, etc. It adds up to a big number. But all of that is paying him back far more than if he didn’t make those investments on his farm. He’s learned over the years…that it matters.
Are you investing in YOUR growth?
Photo by Duane Christensen

Would you like your advertising to work?

Duh, right? But we need to address HOW that can happen before you get too jittery about what advertising costs. Because when advertising doesn’t work…isn’t that the most expensive?

The HOW…put simply…is say something that’s worth listening to in your radio advertising. That might not be easy to do for you. But I know someone who loves to do that – who does it for a living. Wink wink.

So, back to the cost. You might be hesitant. You may be really nervous to part with your hard-earned money for advertising. I understand that. You’d be considered careless if you didn’t worry about that. But investing in growth is important for your survival. There are always going to be competitors who want YOUR customers – who want those new customers just as bad as you do. They’re scratching and clawing to get ahead.

You may be thinking ahead to next year. “What if my business doesn’t grow next year? How will I pay my employees? How will I make a profit? How will I pay my overhead?” Please don’t compare your Sioux Falls business to the national scene. We’re in pretty good shape in Sioux Falls. Big things are happening. People continue to move into town. It’s just a great place to be right now!

Investing in your business growth is the best thing you can decide to do. And I can help you do that. You’re saying, “WHAT…with radio? Why should I?” Yes…with radio. But the “radio” isn’t the magic that gives you your return on investment. Well, not all of it anyway. Yes, Radio is still listened to by over 90% of the population. Pandora, online, satellite, etc. hasn’t had much effect on the number of “real radio” listeners. Especially, at the Results Radio Townsquare Media radio stations (8 of them). More live DJs, great music, fun promotions, and local news keeps our listeners pretty dang happy.

The magic of your advertising results comes from what we say to your potential new customers in your radio ads. Yes, the magic is in “what we SAY” in your ads. You may buy the cheapest radio, magazine ad, TV spots, online ads, etc., but if you’re not connecting with your prospects and helping them choose YOU, then those cheap ads are the most expensive ads you could buy.

I don’t ask you to buy first…and THEN hopefully come up with some good ideas and ads for you. I want to show you my ideas and strategies for you FIRST. And then, when we’ve decided that we’re on the right track and that it will WORK…then you can buy your ads. But only before you’re happy with what I come up with and never before you trust me and have confidence in me.

When you’re ready to invest in your growth and your future, I’d love to talk with you about it. There are smart ways to advertise…and there are haphazard, “shoot from the hip” ways to advertise. Which would you prefer?

Call or email. Have a great day!

Duane Christensen

Results Radio Townsquare Media rep

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

I write this blog on behalf of my sales and marketing career at Results Radio Townsquare Media. My goal: Help more local business owners get more for their advertising buck…and be thrilled with the results.

Fixing a 30-second Radio Spot and Strengthening a Client Relationship

/ Duane Christensen / 2 Comments
Image courtesy of "digitalart" / FreeDigitalPhotos.net

Image courtesy of “digitalart” / FreeDigitalPhotos.net

It’s not their fault. They didn’t know it was BAD.

I recently received a radio script from new client. It was 30 seconds worth of words that sounded like every other ad that their industry cranks out. It was going to be ignored. It was going to blend in with every other craptacular 30-second radio spot that talked all about the business, but not about the listener.

So, I had a dilemma. I already knew they were going to spend some money to air the radio spot. I’m assuming most advertising people would have just let’r rip! “Let’s take their money and run for the hills!” But I didn’t do that. I called the client and started to explain myself. I gave the biggest reasons why it wouldn’t work. And then I said, there are a few things in the radio ad I’d like to keep…but I want to re-write it and see what you think.

A few hours later I sent a 60-second radio spot. I added some flair and “likeability” to the ad…but I focused the entire spot on that one main point that the business was trying to get across. I shined a light on it…instead of just mentioning once or twice. I made it impossible for listeners to ignore the message. Because the point of the ad had a good chance of attracting the right new customer. It had some merit.

Now, the radio spot was actually easy to listen to and keep someone’s attention. I added humor to it. I added unpredictability. I added a few production elements that added to the point we were trying to make.

They loved it. I don’t think anyone had ever explained how advertising works to them. They only dealt with order takers in the past…not marketers. They told me straight up that they appreciated my honesty up front and my experience that turned a mediocre ad at best into one that actually WORKED! They ended up making another buy and I think we’re on our way to a beautiful friendship.

And I felt better about myself because I did the right thing. I ran the risk of losing a potential new client because I told them their ad wasn’t going to work. Even if I did take their money initially…it would have been very short-term. They would have moved on to the next advertising medium or rep…and tried the same thing.

Now the business understands that it’s not only about WHERE you’re advertising…most importantly, it’s WHAT YOU SAY to the people that will make all the difference. Victory!

If you’d like to talk about how to NOT let your advertising blend in with all the background noise, just give me a shout. I’d love to discuss real options and different ideas.

Thanks for reading. Have a groovy day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

I write this blog on behalf of my own sales and marketing career at Results Radio Townsquare Media in Sioux Falls. (8-station radio group + ad writing + strategy). This is not the company website. This is my own personal radio advertising blog. I hope to educate future radio clients as well as share some extra insight to my current radio clients.

“And More!” Advertising (Resist the Temptation)

/ Duane Christensen
radio advertising bad habits

Image courtesy of “khunaspix” / FreeDigitalPhotos.net Ad writing tip: Try handwriting first, then type out your script. I’d even wait a day before typing it out. You’ll find more improvements to make the next day.

I caught myself typing “and more!” in a recent radio script I was writing for a special event. I slapped myself silly and then deleted that ugly, meaningless phrase. There was a small amount of blood, but I’m OK.

Why does “and more!” make it into WAY too many radio ads? Couple of reasons I suspect.

1) Lack of information. You’re trying to list a few things about the business or about a special event…and you really only have about two things to list but it doesn’t feel like that’s enough…so you type “and more!” thinking that the public will want to check out all the “and more” that there is to offer.

2) The client wants you to insert “and more!” into the ad copy. Probably because they’re terrified of leaving anything out…and they feel they’re safe if they add “and more!” They also probably feel that everyone hearing the ad will say, “And more?! Oh, boy! I can’t wait to find out what the ‘and more’ is!!!”  

Whether you’re a radio advertising copy writer or a business owner writing your own ad copy…I beg of you to resist the temptation to put “and more” into your copy. Let me explain why…

People don’t hear those two words in your ad. And even if they do, they won’t even have a clue what they would entail. And they won’t be excited about those words, pondering what exciting and mysterious things could be waiting for them at your business or special event.

So, the words “and more” in your ad…are DEAD WORDS. They mean nothing. People want to know specifics. They want the juicy facts! But if you’re insistent on using “and more” because you’re pig-headed or don’t believe me…at least say “and a whole wagon-load of whatchamacallits!” in your radio spot instead. You might as well get some attention with your vagueness, right?

Maybe you’re a retail store and you’re having a huge sale. You decide to mention a bunch of name brands that you carry. After listing about 5 brands you say, “and more!” Sorry, but people aren’t going to fill in the blank. All they possibly heard are the brands they’re familiar with. Two out of the five if you’re lucky.

Fill your radio spots with something better. Get people’s attention. Tug at their emotional strings. Get them to FEEL what you can do for them. Make them want to experience what you can offer them. That won’t happen with laundry lists of unremarkable items and a whole bunch of “and mores” snapped onto the ends.

When you and I work together on your radio advertising campaign…or your special event advertising…I’m going to dig deeper. I’m going to make YOU dig deeper. Let’s give people some information they might actually care about. Let’s entertain them. Let’s make them LIKE you before they even become a customer. And when they do…then YOU can make them LOVE you. Sound like a plan?

Have a kick-butt-take-names kind of day!

Duane Christensen

605-940-7984

I write this blog on behalf of my own sales and marketing career at Results Radio Townsquare Media in Sioux Falls. (8-station radio group + ad writing + strategy). This is not the company website. This is my own personal radio advertising blog. I hope to educate future radio clients as well as share some extra insight to my current radio clients. I’ve been doing this long enough where I know what works and I know what doesn’t in the world of radio. When you want to make a splash and grow your business in the Sioux Falls and surrounding market, please get in touch with me. I’d be happy to talk about the options you have and share my ideas with you.

It’s All About You. Wait…No It’s Not

/ Duane Christensen

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.

Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

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!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

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.

Blech! Advertising is So Confusing!

/ Duane Christensen
Advertising is Confusing

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Advertising is Confusing!

What if you decided to finally do it right…and make an impact with your local advertising efforts?

What would you do? Where would you start?

If you look online, you have a ton of choices. Choices that provide no help in “un-confusing” you. Yuck! How could you ever get a feel for one of those advertising companies? You really couldn’t from their online presence. Their websites seem to be full of fluff and “creativity”. I never see any real proof from them that they know how to make local advertising work.

Now, if you stumble across my blog, you may be able to look at a few posts I’ve written…and make an informed decision. You could even listen to some of my sample radio spots. You would either think I’m a crackpot, or you’d be given enough confidence to contact me. But you’d have more than enough information to make that decision. Now let’s get started un-confusing you regarding your advertising.

Radio advertising works…

But first it depends on whether you’re committed to a genuine marketing effort. If you’re looking for the magic potion of advertising results, keep looking. And good luck. If you’re interested in finally figuring out what works and WHY it works, I think you’re in the right spot.

I recently met with a fairly new radio client. There were 3 people from the company ready to answer my questions. I was digging for some new info for future radio ads. One question I asked was, “Is there anything you DO that surprises your customers?” They gave me some great information. Then, we talked for a few more minutes…and the store manager said, “Sorry to go back to that ‘what surprises our customers’ question, but I just thought of something else.” I told him that we could spend the whole meeting on that topic because in your radio ads we need to surprise the listening audience. We need to tell them things they don’t expect to hear. Because otherwise, they’ll tune out. Don’t use advertising to tell people things they already know, surprise them. That’s what will make your radio work better. I heard a few of  them say out loud, “That makes sense.”

THAT was something they had never heard before. In the past, they had been puked on with words, phrases, and industry jargon like, Top of Mind, Branding, Awareness, Demographics, Reach, Targeting, Cost per Thousand, Cume, Dayparts, Circulation, Impressions, etc. etc. Nobody had ever told them that what you actually SAY in your advertising matters. Nobody had ever told them about what kinds of things their “target” might want to hear. Nobody had ever told them that it wasn’t about THEM…it was about how they can surprise, delight, and help someone else – their future customer.

Everyone walked away from the meeting feeling extra confident that we were on the right track. That their ad dollars were being invested wisely.

The only reason advertising might be confusing to you is because nobody has ever really explained it right (or maybe most ad people don’t know).

I don’t sell my clients; I lead them to discover the truth in advertising. I want you to understand what we’re going to do and why it’s going to work before you ever invest a dime.

Give me a shout and let’s talk. Afterwards, advertising won’t be so confusing for you.

Have a great day!

Duane Christensen

Marketing guy for: Results Radio Townsquare Media in Sioux Falls

605-940-7984

duane.christensen@results-radio.com

Little Things

/ Duane Christensen
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.

Who’s The Big Dog?

/ Duane Christensen

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.

What’s Your Reason for Advertising?

/ Duane Christensen
Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Why do you want to advertise?

  • Because business is slow?
  • Because you now have some cash flow and want to keep growing?
  • Do you need a short-term “fix” or spike in sales?
  • Because you can’t keep customers happy and need to constantly replace them with new ones?
  • You’re a new business?
  • Something else?

I love helping those businesses who want to grow, and who want to continue to grow and take a bigger slice of the market. Or those who have a lot of competition and are fighting to maintain their share or would love to “move up in the ranks” within their local market.

And that can’t be done by quick bursts of advertising like a shotgun at the hip hoping you hit something. A splash here, a splash there, a sprinkling of ads to reach everyone – it just doesn’t work..

You wish that would work. Everyone does. But it doesn’t.

I want to help you and CAN help you, if you answer Yes! to these questions:

  • Are you looking for consistent growth, year after year?
  • Do you want an advertising campaign where you don’t have to discount your prices in order to snag a new customer?
  • Would you like someone to help you manage your ad campaign? (meaning someone who will stay on top of things, write ads, keep ads fresh, give you time to do other things like run your business)
  • Would you like help with what you say in your ads? (ad writing, set you apart from your competition, slogans, etc.)
  • Would you like to work with an advertising person who has your best interest at heart and can advise you on other marketing tactics?

Radio advertising is currently helping hundreds and hundreds of local Sioux Falls businesses. The businesses in which Radio Advertising helps MOST, are those who are being a little “different” in their advertising message. They’re not just using Radio for the sake of using Radio. They’re using it to engage on a deeper level with Radio listeners. They’re branding themselves as one of the top go-to places for Sioux Falls and surrounding area consumers.

Sure, Radio can “get your name out there”. But what good is that if nobody will remember your name when they actually need what you offer? Great radio advertising will brand your business name into the hearts and minds of the large radio listening audience. When you do that, you’re not only advertising to the miniscule slice of people who need your product or service NOW…but you’re branding yourself. That way, when the other 99% (give or take) of your radio audience who need you down the road…will remember you. And then, you’ll be one of the top choices they contact, or possibly the FIRST businesses they choose to contact.

Can you imagine how something like that could immensely improve your situation and bottom line?!

Radio is mass media. Which means it reaches a ton of people. Don’t get overly worked up about your “target”. People are people. And they listen to all different kinds of Radio. There is not one kind of person who listens to one kind of Radio. Radio reaches the masses. And you’d be surprised at which radio stations people listen to. Don’t use Radio for “targeting”. That’s what Direct Mail is for. Radio is for branding your business into the hearts and minds of massive amounts of people.

If you know the type of person you’re looking for (a profitable customer whom you enjoy serving and doing business with)…your Radio advertising should talk very directly to that person. Talk to their likes and dislikes. Talk to their heart. Befriend them with your Radio ads before they ever do a lick of business with you. Earn their trust. Help them feel confident they’ll be treated right if they decide to visit you. Make them feel like you’re “the one” to help solve their problem or improve their life.

What’s YOUR reason for advertising? Is because you’re dabbling with entrepreneurship? Or is because you want to take the bull by the horns and make something happen? Business growth and success does not happen automatically or magically. Successful local businesses went after it. They knew there were obstacles and possibly even a lot of competition in their field. They knew they had to advertise, commit to a plan, and do it differently than everyone else spinning their wheels and sprinkling their ad budget around hoping something sticks.

This isn’t a “DO THIS or you will fail” message. I just want to be one of the first people you contact when you have advertising and marketing questions. I’d like to help you understand what works and what doesn’t when you decide to invest in a successful advertising plan. I want to help. I love to see good businesses (who are good to their customers) succeed and prosper. I want to introduce you to MORE people who would appreciate the products or services you offer.

A good Radio plan can work wonders. And it doesn’t have to be overly complicated. I’ll explain how it all works – just give me a call and we’ll talk. No annoying pie charts and statistics about how Radio is the biggest, baddest thing since sliced bread. Just honest advice on how you attract more profitable customers and grow. Radio is helping my clients do that. Let’s help you do the same.

Have a great day! Hope to talk to you soon.

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

Radio Advertising: How To Find Success and Results

/ Duane Christensen

How many successes in your life can you account for…in which you didn’t have to put forth the time, effort, and work to get it?

…

Success in your marriage?

Time and effort.

Success in parenting?

Time and effort.

Success in school?

Time and effort.

Success in business?

Time and effort.

Success in Cheesecake making?

Time and effort.

Success in advertising though? Well, that should happen immediately! And there should be a 1-size-fits-all formula to make it virtually effortless!

Something smells wrong here.

Image courtesy of "Naypong" / FreeDigitalPhotos.net

Image courtesy of “Naypong” / FreeDigitalPhotos.net

I’ve made the occasional mistake of letting a business owner advertise “the wrong way”. I gave a recommendation, but they rejected it, and put forth his own terms. Even though every other ounce of advertising he’d done in the past could have been considered less than successful, he wanted to keep doing it the same way.

There is actually a rough formula for advertising success…but two important factors in that formula are time and effort. And this is so important in Radio advertising (but also most advertising). Don’t you plan on being in business for longer than 2 weeks? Then, why do you keep searching for short-term, magical advertising successes?

Can you tell a child to “Be good” just ONE time…and that child grows up to be a generous, caring, benefit to society? We wish.

All lasting, good things that we acquire throughout our lives require time and effort. Of course, you can add in other ingredients to the recipe, like discipline, patience, nurturing, intellect, etc. But I need you to understand that advertising success isn’t automatic. Just because you’re “on TV” means nothing. Just because you’re “on the radio”, “in the newspaper”, or “on the Internet”… means nothing.

When you want to “do” advertising in Sioux Falls (or anywhere) the right way, call me and let’s get to work.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

I write ads, prepare radio schedules, create strategies for your ads (so you can stand out from your competition), give online and other marketing advice, and will keep your advertising fresh and new. I hear a lot of ads that air for 6 months or more before they’re changed out. That’s way way too long…and it’s not doing you any good. You have a lot of things you can share with the public that will help you become a trusted resource to them. Then they BUY. Let’s do that!

My Results Radio Townsquare Media website: http://duanechristensen.townsquareinteractive.com/