The Great Eraser of Advertising

The Great Eraser of Advertising

Sioux Falls Radio Advertising

The great eraser of advertising is SLEEP.
Image courtesy of “Maggie Smith” / FreeDigitalPhotos.net

The great eraser of advertising…is sleep. And I’m going to give credit to my understanding of this…to Roy Williams at the Wizard Academy in Austin, Texas. When I went there for 3 days, years back…he literally changed how I looked at the world. And of course he also changed my understanding of how advertising works.

So, the great eraser of advertising is sleep. Every night we go to sleep, our brains purge all the junk out of our brains. It starts putting things like the hundreds of irrelevant marketing messages you were exposed to today into the proverbial trash bin. If it didn’t do this, our brains’ estimated 2500 terabytes of memory would fill up pretty fast. To put it another way, your brain has the potential to store about 2 trillion pictures of cats. Ha! But this is an estimate. Our brains are amazing and we’ll never truly understand how and why it does things.

So, how do we get a consumer’s brain to start remember the plumbing ads for Bob’s Plumbing? Or the mattress ads for the Princess Pea Mattress Factory?

For starters you need repetition to overcome the brain purging every night we sleep. You’ll need enough ads airing on the radio so that the average listener hears a certain radio ad 3 to 4 times per week. And after looking at radio listening habits across the nation, that equates to running 21 to 25 radio ads per week between 6am and 7pm. It’s the closest we can get to a formula when it comes to radio ad scheduling. Of course, there are other options regarding an ad schedule and the best use of your budget. And we can’t forget to take into account your competition and how much they’re advertising to the public.

This is how you get people to start remembering a business’ radio ads. Repetition is the first step towards branding. Just like Pavlov’s dogs, remember? The meat paste and the bell ringing and the drooling?

But getting the dogs to drool when they heard the bell wouldn’t have happened if Pavlov didn’t use meat. If he used lemon juice or Windex, he wouldn’t have got the results he did. In branding a business, there must be a message that’s pleasant and relevant shared with the radio listener that’s tied in with the business itself. You want to associate something good or something helpful with doing business with the particular advertiser who’s trying to get advertising results.

Otherwise…you’re just spouting words across the airwaves that nobody cares about – and will never have the chance to be remembered when people need what the advertiser offers. Amazing results from advertising will come when your ad is of the branding or relationship building nature that has a chance of making someone feel warm and fuzzy in a sense, when they hear it. And when you repeat those kinds of ads over and over, consistently, in a long-term plan, that’s when the “true branding” starts happening.

Then, your ads must also use words that aren’t boring us to death. They need to tell a story. They need to give us useful information. They need to “connect” with us and include a strong emotional element. We’re emotional beings. We like to do business with those we like and trust. Therefore, radio ads should always be increasing the listeners’ chances to like and trust an advertiser before they’ve ever even met them. Then, when the listener actually HAS a plumbing problem… when they’ve had enough of their sore back in the morning… they’ll definitely have Bob’s Plumbing and Princess Pea’s Mattress Factory among the top prospects or hopefully THE top choice for them to call.

Great advertising comes from the words you use…and the manner in which they’re used. I feel like I’m pretty darn good at that. Let me know if you’d like to talk about making your mark on Sioux Falls and the surrounding area. Thank you. Have a great day!

Duane Christensen
Results Radio Townsquare Media
Sioux Falls, SD
605-940-7984
duane.christensen@results-radio.com
http://duanechristensen.townsquareinteractive.com/

Window Company Might Need A New Radio Ad Strategy

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.

What’s Your Reason for Advertising?

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 Advice for Beginners

Those who have never advertised on the radio…but are considering it…have questions.

Beginner (Studying)

Image courtesy of “stockimages” / FreeDigitalPhotos.net

But if you ask the wrong person those questions, you’ll get a big bag of answers that have nothing to do with making your advertising actually work. You want your radio ads to work, right?

You might be told about gross rating points or cost per thousand. But don’t get hung up on that. That still has very little to do with making your advertising work. If you’re not familiar with the radio stations in your area…or the size and estimated “listenership” of your local radio stations…ask around.

You might also get pounded with more information than you care to…about station demographics. Again, don’t obsess over this. There’s not one radio station who “owns” a particular group of listeners. Nobody “owns” women, age 25 to 54! You’d be amazed at which stations people listen to.

Most advertising salespeople won’t talk to you about what it takes for advertising to be effective. They’ll sell you on “the bling”, or their demographics, or show you a snappy “ad package” (loaded with tons of bonus value that isn’t really that valuable), or Powerpoint you to death with graphs, charts, and statistics.

If you find someone who talks to you about what your ad / commercial / message actually communicates to the public…then you’re on the right track. Because even if you advertise with the biggest, “baddest”, advertising medium in Sioux Falls, it’s still going to be a waste of money if you’re not saying anything that will help persuade someone to do business with YOU instead of your competition.

“The advertising message” and the “strategy” is what should be given the lion’s share of attention. And that’s what I specialize in. I’m not a great salesperson – I just love creating advertising that helps local business owners in Sioux Falls take a bigger slice of the market. If I don’t think I can help you…I’ll tell you. But chances are, after we talk a time or two…I’m going to start coming up with ideas and angles that you’ve never considered. These will be ideas to get you noticed, attract new customers to you, and get you towards the top of the short list of businesses that people will think of FIRST when they’re considering buying what you sell.

You want solid advice about advertising. You want to know that your advertising dollars are invested well. It all starts by not obsessing over things like demographics and other numbers that are easily twisted. Of course, some of that information is important to a certain degree, but not to the level that you’d think. Focus first on what you’ll say to your prospects.

If you’re a plumber or a furniture store or a car dealer…and you had someone on the phone or face to face…would you feel comfortable reading them your radio script? Doubtful. Your advertising needs a human factor to it. When you stop treating people like sheep in your advertising, they’ll respond better to your ads. People want to feel they can trust you before they do business with you. And a “typical” advertisement that you’re used to…isn’t going to do that.

Let’s make friends with some new people…and then watch how many of them decide to buy from you.

Have a great day!

Duane Christensen (your local advertising resource for non-B.S.)

Results Radio Townsquare Media in Sioux Falls

605-940-7984

My Radio Website: http://duanechristensen.townsquareinteractive.com/

That Big Group Of People You Forget About

I’m re-reading a couple of books. One of them is about direct-response advertising. The author is a vacuum cleaner store owner. Through years of trial and error, this business owner talks about how to grab the low-hanging fruit with special offers and magical headlines in print advertising. And also with Yellow Pages. It’s a book written about 15 years ago, I believe.

Image courtesy of "xedos4" / FreeDigitalPhotos.net

Image courtesy of “xedos4” / FreeDigitalPhotos.net

Then, the next book of his, he’s talking about how the economy sinking, really hurt his business and he knew he had to figure out what to do online. He talks about the decline of newspaper and the Yellow Pages…and that the majority of people are searching online for local businesses. So, he discusses how he dominates page 1 of Google searches at no cost. And he doesn’t pay for SEO. (I can help you do this too)

But…he talks about ALL the people he was forgetting about when he was only advertising with print and the yellow pages. He had forgotten about that group of people not quite in buying mode…but in research mode. The ones that were looking for answers to questions…and also looking for a business they might be able to trust. That group of people is mucho grande! That group of people is at least 10x the size of people who are ready to buy at this instant. So, his philosophy is to provide content online for those in the gathering information stage. Win them over BEFORE they decide to buy. Awesome! He gets it. But what nobody has taught this business owner is that the right kind of radio advertising is one of the best ways to win this huge group over. (It all depends on what you SAY to these people in your advertising)

Many business owners have only been told that your advertising must bring you instantaneous results…and that every penny you spend must be trackable. That’s great, but first, most advertising professionals don’t even know how to give THAT to you. So, you end up wasting money month after month, chasing something you’ll probably never find – Results that pay you back – Return on investment greater than what you invested in the first place.

So, back to radio…and that huge group of people you’re forgetting about. Using radio to talk to people 1) before they need you, 2) while they’re in research mode, and 3) when they’re ready to buy, is what will make you go, “Oh, yeah, this is nice.”

But that’s the tricky part. I’m not saying it’s Radio that is the Magic Key here…it’s talking to people like you actually care about them. It’s sharing a message of helpfulness and getting people to trust you before they’ve even met you. RADIO just happens to be one of the best mediums to get that kind of message across. People are listening consistently to radio. At all times of the day!

So, when you’re wondering how to take your business to the next level, and go after that big group of people you’re forgetting about…give me a shout. I’m here to make this process as easy and stressless as possible.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

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!

Frequently Asked Questions

Frequently Asked Questions

I think most FAQs are dumb. So, why not try to create one that's valuable to someone? This is a work in progress.

I think most FAQs are dumb. So, why not try to create one that’s valuable to someone? This is a work in progress.

How much does radio advertising cost?

It varies. The thing is…you’re not a “cookie-cutter” business…so we don’t provide cookie-cutter advertising solutions. It’s custom. You might need 60-second ads telling stories about you and your business to make people feel best about you when they need what you sell. Or maybe 30-second commercials are ok. There are even 15-second sponsorships to consider. And the number of competitors you have and how much advertising power or “voice” they have in Sioux Falls is a factor in how many ads you need to be airing each week to take a bite out of their market share. But don’t be afraid. We’ll talk. You’ll ask questions. I’ll ask questions. And get to the bottom of what it will take to make your Sioux Falls radio advertising work!

Which radio stations should I be on?

This is a question that’s kind of important…but not as important as you might think. At Results Radio Townsquare Media we have 8 radio stations. Stations that cover a

pretty wide variety of people. But you never really know exactly who’s listening to what. There are Grandmas listening to… >>>

>>> Read the rest here. http://duanechristensen.townsquareinteractive.com/frequently-asked-questions/ OR…if you’d rather read about something else besides the rest of the FAQs…poke around some other page of the site.

I’m sending you to my Townsquare website because there is a whole other hodge-podge of info there that a small business owner might like to see…instead of trying to cruise through some of these blog posts looking for answers. Ya know?

And if you’re a radio person or marketing person who reads this… let me know if you approve of anything or if you might disagree with something. I’m open to opinions and discussion!

AND…if there’s a question you’d like added to the list…let me know. I just added it, so I’m sure there will be more and more added to the list over time.

Thanks!

Duane Christensen

Results Radio Townsquare Media guy (who writes this Sioux Falls Radio Advertising blog at 11:15 p.m. on Wednesday nights)

605-940-7984

http://duanechristensen.townsquareinteractive.com/

 

Is Buying Radio Advertising Like Buying A Car?

Flat tire of old car image courtesy of "Toa 55" / FreeDigitalPhotos.net

Flat tire of old car image courtesy of “Toa 55” / FreeDigitalPhotos.net

When you buy a car…you don’t ever have a question whether it will work or not. And if you have doubts, you can test drive it. But I still think most people take more time in buying a vehicle than buying radio advertising. And with still much of the radio advertising I hear…there’s no way those ads are working. But you still buy radio ads without a glimmer of hope? And this isn’t just RADIO advertising, it’s ALL local advertising. A lot of the local, small business advertising is pretty nasty.

If you needed a good vehicle to get you from point A to B…you wouldn’t buy one that didn’t have an engine in it, would you? Then, why buy advertising that doesn’t have an “engine”?

Have you purchased so much local advertising that hasn’t worked, you’ve completely given up hope of finding some that does? You don’t have to keep throwing money at the next shiny, new advertising or marketing gimmick, praying that something sticks. I know I’ve written this hundreds of times – it’s not WHERE you advertise, it’s what MESSAGE you’re spreading within your advertising.

Don’t spend another penny until you’ve nailed down what kinds of things you can say in your advertising that people actually care about and will pay attention to.

Think of how fast everything online is changing. Think of all the social media things you could be doing. Should you DO all of them? Nooooo!!!! Pick a couple, and do those WELL. Don’t move on to the next “big thing” just because it’s new. You never figured out how to do the last thing right, why switch tracks and start the process over again? I’ve seen it in radio advertising too. Someone switches radio stations all of the time because they believe THAT is what will bring results – a better audience. They’re all people. You just haven’t found anything worth a darn to say to all the people. (let’s figure that out)

There’s a formula in advertising that works. But if you don’t put the lion’s share of your effort into your advertising strategy and message, that formula dies.

Wouldn’t it be awful if buying a car was like buying advertising? You wouldn’t ever be sure if it could even drive off the lot, let alone get you home. I’ll make it easier on you. I’ll help you be confident in a plan before you’re ever asked to write a check. I don’t study how to sell something one time. I study how to make your advertising work – and keep working. And working. And working.

After you and I talk, I feel that you’ll take a big breath of relief. “Ahhhhh.” And then say, “Finally. I think we’re on to something.” (instead of having to look up to the heavens asking for your advertising to work this time).

Thanks for reading. Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My Sioux Falls Radio Advertising blog

https://siouxfallsradioadvertising.com/

 

You’ve Bought Radio Advertising Before? Oh No.

You’ve advertised on the radio before. So, you know what you want. Ok. But is “what you want”…the best thing for you?

Image courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Sioux Falls has a ton of advertising options. You may have already “tried” a bunch of those options. You may have “tried” a bunch of different radio advertising schedules. You may even feel you’ve met nearly every advertising sales rep in the city! Wow, I hope not. That would make ME want to sell everything and move to the mountains!

Do you feel that advertising is a necessary evil? You say, “Well…let’s try another stint on the radio. Can’t hurt, right?” Then, you call up a radio station (maybe me) and ask about the rates.

Now, here’s me. I don’t know much about your business yet. And the number of radio advertising options are pretty high. It’s not a one-size-fits-all kind of thing (if you actually plan on making your radio advertising work). Rates don’t really mean much if you’re not buying into the right plan. Or the right IDEA.

My first thought is… “Do we know what to SAY in the radio ads yet?” No. We don’t. Do I know your competitive landscape? Do I know why your customers buy from you and not the other guy down the street? No.

Image courtesy of "Master isolated images" / FreeDigitalPhotos.net

Image courtesy of “Master isolated images” / FreeDigitalPhotos.net

Questions. I need to ask questions to offer the best solution. Not just give you a “package” that won’t work. I need to know more before I can recommend a plan for you. Would you like to draw a one-time crowd? Or would you like to become a household name in Sioux Falls? What would you like your advertising to accomplish? Why do you think you’re a big deal? Do your customers feel you’re a big deal? Would you like more of those happy customers? If I asked your customers about you…what would they tell me?

I love to work with Sioux Falls small business owners who want to make a mark. Those who want to serve their customers better than anyone else could, and those who have a goal and want to know how to reach that goal. I don’t really ever feel comfortable being an order taker. I almost always find a major flaw in someone else’s advertising plan. Those flaws could be any number of things that can sabotage a local marketing and advertising campaign. Such as the length of the ads, the competitive strategy, the message in the ads, the number of ads scheduled to air, etc.

If you’ve bought radio advertising before…I want you to forget what you’ve done before. Because if you were doing it right, you wouldn’t have stopped. You wouldn’t have called someone else. So, try your best to erase from your memory what some other advertising person has told you in the past. If you truly want to get it right this time and stop being unsure, skeptical, confused, or frustrated with your local advertising, then, we’re going to start from scratch. We’re going to have a bunch of conversations before I let you spend any money on advertising. We’ll get it right, first. We’ll have a plan. A plan that will carry the potential for good things to happen. Growth. Good word of mouth. Buzz. Increased profits.

When you’re ready, just call.

Thanks. Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m kind of a big advertising nerd. And I’m confident in the power of radio when it’s done right. The spoken word is impressive when you choose words wisely. You can arrange them in a way that can be subtly persuasive, aggressively entertaining, or peacefully comforting. Let’s find the right words to use for your small business. I am a salesperson, ad writer, and marketing guy for Results Radio Townsquare Media in Sioux Falls, South Dakota. I started there in 1998 (while still a punk) answering phones and scheduling radio commercials on an old DOS program (green and black screen). Yikes. I’ve learned a heck of a lot since then.

I even published a small business advertising book in July of 2012. You can check it out here if you want >>> Take A Bigger Slice (on Amazon)

Ph: 605-940-7984

Email: duane.christensen@results-radio.com

Web: http://duanechristensen.townsquareinteractive.com/

 

 

Patience and Diligence When Starting Your Radio Advertising

  • What should your radio ads sound like?
  • What kind of style?
  • Who should voice them?
  • Should you use humor or no humor?
  • Emotion or intellect?

These are all good questions. And they are questions that won’t get answered all at once. The more I talk to you, the more the answers will surface. Or sometimes smack me in the face. It’s amazing how many times I’m talking to a Sioux Falls business owner, and I’m asking questions left and right and listening, wondering where the “gold” for the radio ads will come from. And then… from out of left field, they’ll say something that dang near makes me fall out of my chair. They’ll say something that could possibly be the shiny nugget to make it all work. Almost as if it was sent down from the heavens (and they don’t even know they said anything important).

And then, another and another, and pretty soon I have 3 to 5 pages of scribbly notes with circles and underlines and capitals and exclamation points.

sioux falls advertising

Image courtesy of “digitalart” / FreeDigitalPhotos.net

It doesn’t always happen in the first meeting. Usually not. But this is what you need to expect when you’re calling someone for local advertising help. You should expect it…you just won’t usually get it. So, LOOK OUT… Most will sell you an ad package and then give a few notes to a production person back at their office. They’ll say, “Make an ad out of this. It starts tomorrow.” Can you see where your results may be non-existent from this method?

I won’t start a radio advertising campaign for you if I’m not completely confident it will “move the needle” for you. If it takes a month to get it right, that’s better than pulling the trigger prematurely and wasting your money, wouldn’t you agree?

If you’re a local Sioux Falls area business person who would love to stop “shootin’ from the hip” with your ad budget…and finally start making more from what you’re investing…then we need to talk. Are you just a teensy weensy bit competitive? It really helps. It’s almost required. If you’d like to grow your sales, an intelligent and creative advertising campaign would most likely make you a much happier human being. I’d like to help make that happen.

How much can you grow? How fast? What will it take? All good questions that I’d love to help you answer. Radio advertising isn’t a one size fits all sort of thing. If you’re sold a package by someone else and then put on “auto-pilot” …don’t expect too much for “results”.

What do I do for my clients who are on the radio right now? What would I do for YOU once you’ve started with an exciting new radio plan? I always have my radar up for the next great ad idea that can move someone a lot closer to doing business with you. We change the ads up about once a month depending on how heavy your ads are scheduled. There’s a limit to the number of weeks an ad can run before it gets “played out”. So, we keep it fresh – it’s in your best interest.

Thanks for reading. Have a great day!

Duane Christensen

605-940-7984

Results Radio Townsquare Media – Sioux Falls

Sioux Falls Radio Advertising blog

https://siouxfallsradioadvertising.com/

Radio Salepeople Who Write Radio Ads Too!

I recently read a radio article that talked about getting the best “deal” when you buy radio. It was full of a lot of radio jargon that probably didn’t make much sense to their targeted audience – business owners.

But the most interesting part were the comments below. Most of them were radio salespeople and people who write ads for a living. The radio salespeople were throwing in their 2 cents about how great radio is…and the writers were schlepping their own businesses by saying, if you need a radio spot go to their website.

Photo courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Photo courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

One comment from an ad writer said not to have the radio station write your radio ads because they don’t know what they’re doing. I agree. Except my company is an exception – I’ll tell you why soon.

Another comment said that good radio ad production costs between $1500 to $3000 – just to get one ad written and produced! Yowza! (I’ve heard those ads – most still aren’t any good – or could be much better)

My company, Results Radio / Townsquare Media in Sioux Falls, doesn’t charge you anything to have ads written and produced. But the part you may be interested in…is that the training for all of us “ad salespeople” here is probably among the best that you’ll find in the country.

As a salesperson, I need to sell radio airtime to make a living. But as a smart radio salesperson, I would prefer that the ads my clients buy from me actually WORK. That’s why we/I are constantly learning and training to write better radio ads.

Although most radio stations do not agree with this philosophy…I believe it’s the best way to ensure a radio station’s success and our clients’ success. Is it EASY to learn how to write good radio? Or to learn about great marketing in general? No, it’s not. Not at first. But now, it’s second-nature to me. To me, it’s not worth doing…if I’m not going to do it right.

It’s my passion. That’s why when I see bad advertising, I cringe and wish that it was ME who could be the “marketing guy” for that particular company with the bad advertising. And my wife is with me many times when I explain to her what is wrong with the advertisement and why it won’t work…and how it could be better. There are tons of these examples on billboards as we drive along.

Now, back to the point of that article – getting a good “deal” when you buy radio advertising. Does it really matter if you get the best deal in the world if you’re buying a radio advertising plan that won’t work? It’s still expensive… no matter how cheap your radio spots are.

So…here’s what you get from us here at Results Radio:

  • Marketing ideas and strategies to help you stand out from your competition and help you grab a bigger slice of the market.
  • Ad plans to reach the masses and help you attract the people you’re looking for.
  • Radio ads that will be heard. Radio ads that don’t sound so much like ads.
  • A marketing person who is fighting for you month-in and month-out (not just an order taker who you only talk to once every quarter or once a year when they want you to renew your advertising contract).

Of course, I want you to choose me when you’re interested in making a dent in your market. When you want to grow. When you want to attract a new, consistent flow of new customers. But it’s not just me. It’s my radio group’s culture. Help our clients first…and our own success will follow.

Do I agree that you won’t find the help you need from most radio salespeople regarding the content and the message of your radio ads? Yes. But our group is an exception. I’m an exception. And we don’t charge you anything extra for our expertise in local marketing strategies and tactics.

Now, I’ll probably get a couple nasty emails from a couple of ad production directors who believe they do good work. And they might. But if they’re handling the ads and strategies for EVERY SINGLE ADVERTISER on their stations – how much attention do you think those advertisers are getting. I’m just sayin’.

We are radio salespeople who have learned how to write good radio. We ask our clients questions. We research. We dig to find the right way to help our clients stand apart from the crowd and get noticed. We stay in touch and ask what’s going on in the trenches.

I invite you to give me a call to discuss local advertising. But don’t forget to talk to a few other advertising people throughout Sioux Falls too. Then, you be the judge as to who might be able to help you the most. And who you might enjoy working with more.

My radio customers are dear to me. Their success is what I think about every week. If my radio campaigns fail to work like I thought they would, I lose sleep over that. And back in 2004 and 2005, and 2006, I did lose some sleep. But not today. When, I put a plan in place and when a radio strategy hits the airwaves…I’m confident in that plan.

There are thousands of options for you out there. Just make sure you keep in mind that advertising only works when the message is right. And “the message” is what at least 90% of my education has focused upon.

Has this been a shameless plug for my radio group, Results Radio / Townsquare Media – Sioux Falls? Maybe. But I also feel that not enough people know how committed we are to our clients’ successes. And that the radio industry might want to take note of what we’re doing here.

Have a great day! If you have any questions or comments, I’d love to hear them. Thanks!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio / Townsquare Media Sioux Falls

For the Kindle edition of my book – click here Take A Bigger Slice