branding

The Great Eraser of Advertising

/ Duane Christensen / 2 Comments

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

/ 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.

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.

How Radio Advertising Rocks the House for Local Businesses

/ Duane Christensen

There are many hard-working, local businesses sprinkling their ad budget around many different local advertising mediums. My prediction is that those advertisers are frustrated to the point of kicking every advertising sales rep out the door who walks in.  And they’re confused. Everyone seems to tell them a different load of bull about advertising. They’re confused about how to make their advertising do what they want it to do.

Radio Advertising

Photo courtesy of “digitalart” / FreeDigitalPhotos.net

Radio advertising is one of the most difficult forms of advertising to write…effectively.  But once a business hires a radio ad writer who knows how to make it work, good things follow, and it doesn’t seem that hard at all.  A good ad writer will make it look easy.  Radio can draw crowds for sales and special events.  But the true strength of radio lies in long-term consistent branding.  Branding a local business is really no different from branding a billion dollar company.  You want as many people as possible to think of you first when they need your product or service.

Radio reaches people.  Period. It reaches consumers – people with wallets that would like to spend their money.  And the affordable repetition that you can get with radio is an essential ingredient in branding your local business into the minds of the public.

But THE most important element for making radio work its absolute best…is in the message.  What you SAY is what matters most.  Give me the cheapest radio spot rates, along with a crappy radio ad, and you’re still wasting money.  To all those cheap rate seekers out there, you’re overlooking the most vital part of an ad campaign.  You need to have a high-caliber message in order to make it work.  That’s what should be researched, sweated over, and pounded out before you decide to spend any money on your advertising.

What kind of message works?  There are all kinds…

Some like to be creative and funny.  But beware of being overly creative and forgetting to include the selling part of the ad.  Like legendary ad man David Ogilvy said… “It’s not creative, if it doesn’t sell.” You know, the kind of commercials that spends 23 seconds setting up the joke and the last 7 seconds poorly selling the product.

I find that stories work really well.  Or even a short mini-story within a radio ad. Any story that helps draw more attention to how your product or service helps your customer…is a good story.  Any story that helps the listener “connect” with the owners/employees is a good story.  People love to do business with people they know (or feel they know).  People love to do business with people they trust (or feel they trust).  A story that helps the listener connect emotionally with the product, service, owner, employees, etc. is a good story.

When telling stories about the owner of a local business, not just ANY story will do.  It’s got to have an “engagement factor” included.  You can’t just tell any dumb story about a business owner and think that the public with give a hoot.  It’s best to be completely candid and truthful with your listener and portray that YOU, the mighty and powerful business owner, are human too.  Don’t ever try to trick a listener into becoming your customer…seduce them with care and frankness, and make it possible for them to trust you and get to know you better.

The bottom line is that radio works great for those local businesses that want the public to remember THEM first and not their competitors.  Or if the industry is saturated with competition…radio can at least put you on the short list as an option…rather than not being an option at all.

Radio works great for business owners who truly want to grow and are competitive by nature.  You’re either growing or shrinking – if you don’t want to beat your competitor and gain market share – radio might not be for you.  If you don’t have a budget for growth or at least for maintaining market share – radio might not be for you.

Don’t “spray and pray” with your ad budget. Find out what works (like radio), find someone who understands that the message is the most important ingredient in a successful ad campaign, and focus your ad dollars there.  You’ll know if it’s working by setting goals for your business and seeing if you’re on pace to reach those goals by checking them at 6, 9, and 12 months the first year.

One last note… some say radio advertising doesn’t work. But I have a nice handful of customers who can prove the naysayers wrong. When it’s done right…when you have the right people on your “radio team”… it’s one of the best weapons you have if you’re a small to medium-size local business trying to grow and get an edge up in your market.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

And to learn more about seducing new customers with your advertising you can get the Kindle edition of my book here, Take A Bigger Slice.

I work for Results Radio / Townsquare Media in Sioux Falls. I write ads and help my clients attract new, profitable customers. I started as a wide-eyed radio rookie in 1998 and love helping good businesses grow and attract new faces.

Good Marketing is Like Good Lawn Care

/ Duane Christensen / 2 Comments

Good marketing is like good lawn care…

Even though some of my friends would call me a “lawn freak”… I still don’t really like to do the fertilizing and weed control. In the past, I had taught myself through a book I bought and reading online tips about creating a great lawn. But there is so much information out there, I was never sure what the right combination of nutrients were. And fertilizing is time-consuming. It is worth it for me to have someone else do it. A pro. (Like Green 4 Ever in Sioux Falls – they’re awesome!)

My lawn. It didn’t always look this nice. It needed some help. All I had to do was find the right company. How about you? Looking for someone to trust with your local marketing?
-Duane Christensen

Quick lawn tip: Want a great lawn next year? Start this fall! Healthy lawns need food for the winter!

Back to marketing and lawns…

So, if you’re a small business in Sioux Falls that wants a good marketing plan, sometimes it’s nice to have some help. You might not like to “do” marketing. But some people do. Like me. I love it. Why I do… I’m not sure. I just do. And marketing is essential to your growth. If you hire me at Results Radio, the knowledge and expertise is built right into the cost of your advertising. No extra charge for writing commercials, doing research, or coming up with ad strategies that help you stand out from your competition. No extra charge. It’s built in. And our training is so good. Its weekly. It never stops. We’re always learning. And it’s all for our customers. For you.

Kind of like your lawn pros. They know their stuff. They give you tips. They want you to have a green, healthy lawn… just like I want you to have a profitable, healthy business.

Sure, I could do all the lawn fertilizing myself, but that takes a lot of time. Plus a lot of “know-how”. How much? How often? What kind? I’d rather take the extra time I save to ENJOY my lawn.

AND… of course YOU could do all of your marketing on your own, too. But that takes time and a lot of “know-how”. Wouldn’t you rather have more time to do the things you love?

A smart, consistent radio campaign can take a lot of your marketing troubles away. Especially, when it has good local BRANDING at its core. It drastically reduces the need for sales, promotions, and gimmicks. A consistent, branding radio ad plan educates the public on why they should choose you instead of picking someone eenie-meenie-miney-moe from an Internet search (or Yellow Pages). We’ll “get in their heads” so YOU are the first they think about, and the one they feel most comfortable contacting and buying from.

Part of a business owner’s trouble is finding the right marketing people to trust. I hope you’ll give me a chance to see what I can do for you. What’s it worth to you to attract a few new customers every day, week, or month? And what’s it worth to you to NOT have to worry about where your next new customer is going to come from?

Local advertising success will come from finding the right person to help out. Kind of like finding the right lawn care company for your lawn. Some are good, others are not. Some care, others couldn’t care less.

Have a great day!

Sioux Falls Radio Advertising blog

The Trust Ladder

/ Duane Christensen

The Trust Ladder

Let’s talk a bit today about the power of a local radio campaign. One that brands a local business (makes people think of you first in your category… and they know exactly what you’re about and what you stand for). It essentially can make a business or a business owner somewhat famous in his or her community. Someone like you. And isn’t that what you really want for your business? …for it to become famously popular with a large group of people?

A radio ad campaign is made up of individual ads. Ads that are changed every so often. About once a month for most of my radio customers. Most have an ad schedule of 3 or 4 weeks of ads each and every month. Sometimes every week.

The success of a radio advertising campaign comes from the series of ads. Not just that ONE ad that I’m trying to write. So, I guess there’s technically not a perfect ad. There’s just a series of really good ads aired over time that makes a much bigger overall impact than the sum benefit of each ad tracked individually (if you think you can accurately do that).

There’s an ad for you that might seem perfect if you know which ad finally turns somebody from a non-customer into a customer. But that ad won’t be the same one that finally tipped someone else off the fence. We all react differently to ads.

And just because one particular ad makes a few people come and buy something from you… doesn’t mean that the 6 different ads they heard in the 6 months prior, didn’t move them closer and closer to buying from you. A good radio ad campaign will constantly be moving people closer to doing business with you. Some people are closer to needing what you sell than others. Your ad campaign is constantly working for you. Constantly moving people up the TRUST LADDER.

When you’re trying to convince someone to buy from YOU instead of someone else, they need to be at an unconscious trust level with you before they’ll buy. It’s a process. And it doesn’t happen overnight… or with ONE ad.

Your radio advertising campaign (that says something people actually want to listen to) moves people of all different types up the TRUST LADDER constantly. Some get to that coveted top few rungs of trust sooner than others.

Thanks for reading. Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

On the Front Steps #2

/ Duane Christensen

Straight shootin’… from the front steps.

Advertising and Marketing in Sioux Falls. “On the Front Steps #2”

When you call an advertising company, do you say, “I’d like to talk to someone about advertising.” ? Then you call a few more places. Then, you have a bunch of meetings set up and “pitches” to hear within the next few weeks.

Those pitches might all sound different in the way that they recommend different “ad packages” or what they think is the best station or advertising vehicle (platform) for you to use.

And if you think about it… most of those “pitches” also sound very similar. They all like to tell you how great they are, how many people they reach, or how their demographics match your target demographics perfectly.

I have my own advertising “pitch” to give today. But it’s going to sound very different from the others they’ve heard from.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Local Branding: Part 2

/ Duane Christensen

Here’s the final piece of my branding video —

 

Did I clear anything up for you? Did I confuse you more about advertising or branding? I’d like to know. Feel free to contact me if you have any questions or if you’d like to talk about your unique situation. Thanks!

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

 

I’m a marketing guy, ad writer, and business grower at Townsquare Media in Sioux Falls. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

Local Branding: Part 1

/ Duane Christensen

The ultimate level in local advertising: Local BRANDING —

Stay tuned for Part 2…

You probably noticed that I mentioned Non-Fat Advertising. It’s my own little brand that I’m building and is the platform in which I share marketing advice with people all over the world.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a marketing guy, ad writer, and business grower at Townsquare Media in Sioux Falls. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.