Small Business Advertising: Horsepower & Flavor

What if you decided to give $20 to the first 100 people who called a special phone number? No strings attached. You call…you get twenty bucks.

  • So, would an online ad work to advertise this cash giveaway? Absolutely.
  • Would newspaper work? Yup.
  • Would Radio work. You bet it would.
  • TV, Billboard, or Facebook ads? Dang right it would.

All advertising mediums give you access to an “audience”. You get access to PEOPLE. When you buy advertising space or spots, you are renting an audience. Some ad mediums just have bigger audiences than others. It’s part of the reason why one might cost more than the other.

Image courtesy of "M - pics" /

Image courtesy of “M – pics” /

So, doesn’t that help you realize that all advertising mediums can work? All you’re trying to do is reach people with a persuasive message.

Think of it this way…

The Porsche 911 Turbo – everything about it drips performance, class, and testosterone. But what if the legendary Porsche engine is replaced with something you would find in an old Yugo? Performance just went down the toilet. It’s the same with your advertisements. The MESSAGE IS THE ENGINE. The message is what drives your advertising success. Without a message that has “beefyness” to it…you might as well save your money.

But before you just pick an ad medium to get your message across, you need to understand that each have different ways to be most effectively used. Some allow you to use a lot of words. Others are for short, direct messages where the point you’re trying to make doesn’t need a lot of explaining. Radio and TV can tap into emotions and make a huge impact when used properly. Personally, I like Radio most of the time versus TV for small businesses. It’s easier to produce an ad. And cheaper. Plus, you can make people visualize whatever you want in a Radio ad.

The greatest branding gets us emotionally involved. Print and Internet advertising can make things happen pretty fast when you use a picture of a product, a punchy headline addressing a problem, a possible solution, and a sweet bonus offer at the end. They each have strengths and weaknesses and

Image courtesy of "lemonade" /

Image courtesy of “lemonade” /

have different rules to be followed regarding placement, the number of ads you buy, and the length of time you run those ads.

Just remember that the message is what drives advertising success. Give your message some FLAVOR! Are you going to serve up some high school cafeteria turkey loaf? Or would you rather give them a piece of Mom’s blueberry pie that causes them to sit back, shut their eyes, and roll them back into their head? If you want above average advertising results, you have to advertise with horsepower and flavor.

Duane Christensen

Results Radio Townsquare Media (marketing rep)


Can 8 Words Make a Difference?

Can 8 words make a difference?

Ok… I’m a person who looks at all billboards because I’m a marketing guy and I’m curious to see how businesses are using them. I’m usually disappointed. Maybe not usually…I should say more like 95% of the time I’m disappointed.

Image courtesy of "phanlop88" /

Image courtesy of “phanlop88” /

What do you want your billboard to do?

Do you think you can make people do what you want them to do… in 8 words or less?

I’m just askin’.

I know it’s nice to see that big, pretty design up there…and your logo, but can it DO what you WANT it to do? When’s the last time a billboard really moved you? When’s the last time a business branded themselves with a billboard?

They have their uses, but branding isn’t one of them. And changing perceptions isn’t one either. It’s tough to do a lot with 8 words. So, you better think long and hard about those words. Even if your 8 words are good… will it make a difference? Will you cause people to act?

A big billboard, with a lot of traffic going by, doesn’t guarantee that it will work. You have a problem… and you’re looking for a solution. Just be honest with yourself – do you feel that 8 words, a logo, and snazzy graphics will be the solution? Maybe it will. I just want you to ask the tough questions before you invest in something.

I’m a fan of billboards and some other outdoor advertising when used correctly – when they’re used as a flash reminder of what you’re drilling into people’s heads with your radio campaign. Or if you have a greasy burger joint right off the interstate and you put a big billboard at the Exit saying, “Hungry for a big, juicy burger? Exit NOW!” See what I mean? There are men who will see that and say to themselves, “Damn right I am!”

Billboards have their strengths and their weaknesses. Same as Radio, TV, online, bus benches, print, mobile, etc. I can help you understand more about local advertising if you’re interested.

Have a great day!

Duane Christensen       605-940-7984

Sioux Falls Radio Advertising blog

Results Radio / Townsquare Media – Sioux Falls

Five Results To Expect From Great Radio Ads…That You Didn’t Expect

Which ads are the ones that really work great?

Which ads are the ones that bring in the cash?

Here are 5 results you can expect (that you didn’t expect) from great ads…

  1. They offend a few people.
  2. They make people go, “Did he just say that?”
  3. They snap people out of their trance.
  4. They cause people to re-think what they thought was true.
  5. They challenge tradition.

Words can fire people up. Words can make people think differently. So, let’s use words and combinations of words in your advertising that make people stop and take notice of you. It’s better than them NOT noticing you, right? Because that’s what most advertising is. It goes unnoticed. Or if by chance it IS noticed…it’s forgettable.

Bad advertising = Blah, boring, and safe.

Good advertising = NOT blah, not boring, and not 100% safe.

Great advertising = Connecting with the people you’re looking for in a way that makes them feel awesome about your company.

Every ad medium has ads that are good, bad, and totally idiotic. Radio, TV, Billboards, Yellow Pages, Internet, etc. It’s not the ad medium that’s at fault. It’s the person that’s crafting the ad messages. Of course, I like radio because I get to hear from my happy clients consistently about the positive effects it has on their business.  And when radio is done right, it can do things for your business more efficiently and effectively than anything else I’ve seen.

Be honest with yourself. If your advertising is BAD (blah, boring, and safe), then it’s like putting hundred-dollar bills through the shredder. Good advertising has very little to do with the “production” of it. But everything to do with what you’re saying to the people you’re trying to talk to.

Have a GROOVY day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls


My work website: (And if you’d like a business website like this, or nothing like this, give me a shout. I’ll point you in the right direction)

And if you have questions about the cost of radio advertising, which radio stations would be a good fit, marketing in general, 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 market.

Why Radio?

What IS a radio advertisement?

I’d say that it’s kind of like a print ad or a billboard…brought to LIFE…and on steroids.

Radio is entertainment for listeners.  Some are actively listening…others have it on in the background.  It’s company.  People use radio as a companion.

How else can you effectively reach a large number of people over and over and over in such a way?  I can’t think of any.  TV isn’t like radio because people watch TV programs, not TV stations.  My TV habits are all over the place.  One show here, another there.  Different stations.  And they’re all on my DVR to watch whenever I want.

The key to effective advertising is getting your message to people repetitively.  And you can’t predict when they’ll need you or when they’ll be ready to buy.  That’s why it’s important to brand your business.  Branding isn’t just tattooing your business name on their brain.  It’s giving people a feeling or set of words to remember whenever they hear your name.

Branding can’t be done with print (it’s tough to do without sound).  And it’s pretty darn expensive to do it on TV (I’m not talking about small cable stations).  Sooooo, I’ll bring you back to radio.  Radio allows you to communicate with your prospect multiple times within a one-week period.  When you do that, you’re starting the branding process.

When radio is done right, I can’t think of a more cost-effective way to guide people towards your business instead of your competitor’s.  If you can…I’d consider working for that ad medium instead of radio.  But I don’t see anything out there yet that works better.  So, for now, I’ll be right here at Results Radio.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls


My work website:

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.