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.
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.
Even if I wasn’t working for a radio group… or I was running a marketing company… I would 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. I’ve turned down business before because I knew it wasn’t the right fit. 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!