advertising

What Makes People Do The Things They Do?

/ Duane Christensen

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

What makes people do the things they do?

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

There are some obvious ones…

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

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

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

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

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

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

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

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

For example…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Duane Christensen

9 Yards Marketing

duane@9yards-marketing.com

Radio page: https://www.9yards-marketing.com/radio-advertising.html

I Really Suck at Advertising and Marketing, Please Help!

/ Duane Christensen / 2 Comments

I was trying to think of what you might Google if you wanted to learn how to improve your local marketing efforts.

  • “Better advertising”
  • “Where should I advertise?”
  • “Should I Advertise Online?”
  • “I really suck at marketing please help”
  • “Advertising salespeople are annoying can I do it myself?”
  • “I’m so much better than my competition why are people so stupid?”

But it’s kind of hard to know what your situation is. Maybe you already advertise on the radio. Maybe you’re already boosting a few Facebook posts here and there.

Let’s talk about advertising choices. There are too many of them. You can’t do everything. Don’t even try.

Here’s the truth about choosing an advertising medium or direction…

Most people (but not you, of course), are NOT fascinated by what actually WORKS… they’re fascinated by what is NEW. Right? Don’t you have this feeling that you’re missing out on something if you don’t give the new, shiny thing a shot?

I’ve said this before…

When you buy advertising, all you’re doing is renting an audience to “reach”.  Different ways to reach people change all the time. But what HASN’T changed is PEOPLE. Making advertising WORK, is all about PEOPLE, not about the new ways to reach them.

In order to be successful, all advertising must do 3 things:

  1. Impact (with people)
  2. Communicate (with people)
  3. Persuade (people)

Bill Bernbach impact communicate persuade

Let’s tackle the “Impact” part of that. The great marketing dude, Bill Bernbach says, “90% of ads do not get noticed.” What?!!! Are you crazy?!!! How is that possible?!!!

Actually, I would agree with that estimate. That statistic comes from a LACK OF IMPACT. Do you want a “Plain Jane” ad that only talks about boring facts of what you sell or what you do?

It will be ignored. You’ll be part of that 90%. Just by standing out (yet still relevant), you’re far ahead of your competition.

Stop being afraid to stand out. You won’t get warts. Your house won’t get egged. 

You won’t die.

What do you think happens when your ads get noticed and they’re part of that 10% group?

Hey, I get it. You’re afraid of offending people. There are certain things that I hold back from sharing on social media because I don’t want people to think I’m a flippin’ weirdo or something.

But hey… I’m weird sometimes. My wife loves it. My daughter loves it. If it’s not good enough for anyone else, maybe I shouldn’t care. I do and I don’t. It’s kind of sad that I’m 41 years old, and I don’t think I’ve totally come out of my shell.

I’m working on that though! And so should you!

Especially with your advertising. Stop insisting on blending in. It’s costing you a lot of money – and not making you any.

If you really suck at advertising and marketing your business, then we need to talk. The first thing to do is not make it so difficult and intimidating. All you’re trying to do is become friends with new potential customers. Get them to like and trust you. That starts with authenticity. There are people just like you who would love to buy your product or service. Let them know who you are, what you’re all about, and why you do the things you do. They’ll love you for it. And the best way to do that is through stories, humor, and transparency.

Don’t try to disguise bullshit in advertising with long words or extra words that aren’t needed. We have built-in bullshit detectors in our brains. All of us. So, don’t attempt to get us to love the smell of yours.

Be authentic and create ads with IMPACT! Remember… you won’t die.

Are you ready to advertise though? Is everything up to par within your business? How’s your customer service? How’s your product? Are your current customers happy with you? Here’s another quote from Bill Bernbach…

A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.

So, just make sure you’re ready for a great advertising campaign. When you are… let’s get together and discuss the possibilities!

Duane Christensen

Sioux Falls Radio Advertising blog

605-940-7984

duane.christensen@results-radio.com

I work for Results Radio Townsquare Media in Sioux Falls. Been pounding away here at Results Radio in Sioux Falls, South Dakota since 1998. Love helping good, local businesses grow.

Are Objections Getting in the Way of your Sale?

/ Duane Christensen / 1 Comment

Sales Objections

Image courtesy of “phanlop88” / freedigitalphotos.net

Overcoming Objections.

Is that the goal?  Are you sure?

I’m writing about this because I’m in Sales. I’m also in Advertising and Marketing – which is more Sales.  You are in sales in some way.  Have you been “taught” things about the science of selling?  Some sales education includes the topic of Objections.  It’s about anticipating objections – and then knowing how to precisely respond to those objections.

What do YOU think about anticipating objections?

I think that kind of thinking is backwards (or sideways?).  I believe that we’re encountered by objections because we’re thinking too much about them. Or thinking about them, period.  “What if they say this…what if they say that?”  Worry, worry, worry.  Why worry about what might happen?  What will happen…will happen.  But YOU control what will happen.

Keeping on the subject of Objections…my solution to overcoming objections is to KNOW as much as you want to know about what you are offering (selling).  When an objection comes up from someone you’re selling – you can either automatically answer the question honestly because of your knowledge of the subject, or you can bumble and attempt to lie your way through an answer, or you could honestly say you don’t know but you’ll find out, or you can agree with them that maybe your solution isn’t their solution.  It is what it is.

Why force a sale?  Just be a potential solution…or don’t be.  It doesn’t matter if you’re not someone’s specific solution to their troubles.  All you do then is find someone else who might be.  And then, maybe their objections are answered easily and clearly, and you’ve just become someone’s solution to their problem, and all is well, and you’ve made a sale.  You’ll make more harmonious sales when you just be what you are.  And if you’re honestly NOT a very good solution to your prospects’ problems…then there’s a “cross in the wires” and you’ll never have a fulfilling or successful career in what you’re doing.

I handle objections by being completely honest.  Could someone maybe “wow” a potential new customer better than me in a certain situation?  You bet.  But I’m not worried about wowing a prospect like they were hit with a beam of light from the heavens.  All I want to do is be a good person and allow them to see and feel that I have their best interests at heart.

Don’t stress about sales.  If sales will come they will come.  You just have to be set up properly to allow for it.  Are you helping people?  Are you passionate about it?  Do you want to help more people?  Then you will.  If you want something for nothing…sorry, you’re screwed.  If you want to know the precise response to every objection to your sales attempt, then all you need to do, is know as much as possible (or as much as you want) about what you sell and how it helps people create a better life for themselves.  But don’t ever want a precisely measured and memorized response to an objection.  Your response will be a little different every time.  But the meaning and the idea of your response will be the same.  The more you know, the more you won’t have to even give a second thought to objections and potential objections.

I’ve gone through massive amounts of stress due to my sales and marketing career.  I’ve been up, down, and all around.  I’ve learned that laziness will bring you exactly what you fear it will bring you.  I’ve learned that going after something in which I’m not “all in” will produce no fruit (or very little).  I’ve learned there are not cheats to getting what I ultimately want.  I’ve learned that sales does not have to be stressful.  I’ve learned that money and “things” doesn’t create a happy life.  Whoa…I may have got off track…

So, I don’t even THINK about what a potential new customer might object to.  I either know everything I need to know about what I’m offering…or I don’t.

You may say a salesperson should have a “sales bible” or scripts or a list of questions, objections, and responses.  I will always disagree with you.  And I’ll be a happier salesperson.  Neener neener neener.

But don’t sell for someone else.  Sell for YOU because it helps people live a better life or it takes away some kind of distress in their life.  If you WANT to help more people with your “solutions”…you will.

**** Know your craft.  Know what problems you solve.  And stop worrying.  Just be. ****

I have no idea why I wrote this – except for maybe I feel that one budding salesperson could read it and be inspired. Or maybe a struggling salesperson will read it and decide that Sales isn’t for him or her… and move on to a more fitting profession that will ultimately make them happier.  Isn’t that all we want?  To be happy?

Have a groovy day.  : )

Sioux Falls Radio Advertising blog

Duane Christensen

(Assistant bacon manager at Results Radio Townsquare Media)

Radio Ad Writing – The Search For Perfection

/ Duane Christensen / 1 Comment

Radio Ad Writing – The Search For Perfection

I put too much pressure on myself when it comes to writing radio ads. I have needed to write a couple scripts for two clients for about a week. I’ve been stressing. I’ve been waiting for some inspiration and spark. It hasn’t come yet.

In a perfect world, my clients would give me access to their brains whenever I wanted. But business owners are busy. They’re running a business! So, I need to take the info I’ve gathered from them in the past and look at it again. Look at it from someone else’s point of view maybe. Turn it upside down, I don’t know.

Or maybe it’s time for another 30 or 60-minute session with my clients…to gather and record new information. Sometimes I feel like I’m bugging them. Sometimes I feel like they don’t feel that their advertising is as important as I think it is. Of course, my worry is probably unwarranted.

Radio Ad Writing

The thing about “quality”…is that it’s not good enough. Anybody can be quality. It’s when you rise above quality that allows you to shine. I always want the ads I write to kick quality’s butt.

All of my worries are because I have a tendency to push towards perfection. Which I think is a good thing for my radio clients. It just tends to give me extra anxiety that I’m not sure I’ve learned how to deal with. So, maybe I should pull the reins back a bit and not get so crazy.

Good Radio Ad Writing Doesn’t Come With The Snap of Your Fingers

Instead of waiting for the perfect idea to pop in my head, I need to just start writing. Write, damn you! And it’s amazing once I start writing…better ideas follow. The only problem is that I forget to just start writing sometimes. Or maybe I’m not in the mood to write. I’m going to make a sign to hang in my office cubicle. It will say, “Just start writing, man!”

If my Sales Manager, Rick reads this…I’m sure he’ll be curious about whether I follow through. Oh, and Rick…sorry I’ve been sick recently. My viral illness spiraled into a painful case of pleurisy. But when the pain meds kick in…I’m fine. So, I’ll be writing today. Writing and helping out with laundry. The cool thing about being sick and “laid up” for a while is that it’s like a vacation for the brain. Once you start feeling better…you get a burst of energy and ambition. I’m hoping that time is today for me.

I know my radio ads help a lot of businesses grow and increase sales. I just want them to know that because I care and respect their investment so much…it turns me into the anxiety-ridden perfectionist sometimes. My radio ad writing comes and goes in flurries. Not sure if that’s the best way to “do this” though. So, the advice I’m giving myself today is, “Just start writing, man!”

As a business owner…if you feel your advertising people may not have conflicts like mine at all…or if you feel they may not be putting as much care and thought into your Sioux Falls advertising efforts, I hope you’ll reach out to me. I’d love to create something great for you. It’s not about the radio station or wherever you decide to advertise. It’s about the word in those ads. It’s about the emotions and pictures you can paint for people with radio ads. Great radio ad writing can make wonderful things happen for your business.

That’s all for now. Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

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.

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.

Better Ads = More Buying Power

/ Duane Christensen

You want to advertise, but you also want to invest WISELY.

Let me help you spend your money. Just kidding. Let’s help you get MORE for your advertising investment, eh?

Here’s how this works.

Let’s say you were going to hire an AVERAGE or below average advertising person. They’ll gladly take your money…and then sloppily put together some ad with no idea about whether that ad might work or not. OR they’ll tell you that you have to air 42 ads a week regardless of your type of business or your local competitive situation. You’ll end up spending more money…and getting less in return if you go with this option.

What’s the other way to go? You can have better ads (or commercials – whatever you want to call them) When you have better ads and a better overall strategy fueling your ads, then you don’t have to BUY as many ads to air each week. Seriously. I’m not makin’ this crap up!

When you’re actual advertising message “hits the mark” with your targeted prospects better…then they have more impact. Here’s a totally made up scenario…

You’re told that you have to buy a lot of ads to make it work. So, you buy 45 ads a week. The ad itself is nothing special. But you’re “getting your name out there”, right? You’re disappointed with the results.

Then, you decide to do it better. You call me. We talk. You understand how advertising works a lot more just because we had a 20-minute conversation. You’re a bit more optimistic, hopeful, or maybe even excited now. I put a plan together for you. Instead of 45 ads a week on the radio per radio station, I suggest 24 to 30. Then, I come up with a better ad. Or series of ads. And then those ads start working. They’ll start working when a lot of thought is put into the plan in the beginning. There’s a foundation at the heart of it that will allow everything to work better, faster, and just plain WORK!

So, I’m not only going to be able to save you money initially, but you should be MAKING more because the advertising you’re doing with me and Results Radio will be pulling in more profitable customers to you. Then, all you have to do is make those customers happy and tell a few people about you…and Boom things start really crankin’ for you. Life is good!

With the money you’re saving initially on fewer ads each week…you could probably advertise on a 2nd radio station for the same money that the “average” ad person would have proposed!

Image courtesy of "stockimages" / FreeDigitalPhotos.net

Image courtesy of “stockimages” / FreeDigitalPhotos.net
MORE BUYING POWER!

Do you understand now that BETTER ADS WILL GIVE YOU MORE BUYING POWER?

BUT…none of that has a chance to become reality until you call me for an initial 20-minute conversation. Maybe it’s over coffee. Maybe it’s in our cozy little library at Results Radio. Maybe it’s in our top-secret brainstorming room with cushy, colorful chairs.

I’m a nerd about this stuff. I’m YOUR nerd…if you’ll have me. Let’s chat. I’d love to help out! I’d like to help you reach your business goals. What? You don’t have any? You should get some, because then you can get excited when you reach them. What’s your Sioux Falls or surrounding area market potential? Can you double your revenues? Triple them? Set some goals. I want to help you reach them.

Thanks for reading. Have a groovy day!

Duane Christensen

Results Radio Townsquare Media (8-station radio group)

Sioux Falls

605-940-7984

Let me add a little disclaimer here. Not every situation is the same, but this is a pretty frequent scenario I just talked about. And no, not every ad person will help waste your money faster. But I’ve seen too many who do not have your best interest at heart…or not have the knowledge to make your advertising work for you.

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

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.