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

Results Radio Townsquare Media – Sioux Falls

605-940-7984

duane.christensen@results-radio.com

Image by Intellectual from Pixabay

Blech! Advertising is So Confusing!

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