Slow Down And Do It Right

 

When you decide to advertise… you want to see something happen FAST!

But I’m here to tell you to “Calm down, bro.”  When you “do advertising” the right way, your results will come slower than you want them to. And then in 12 months, you’ll be thinking, “Holy crap! This is pretty dang awesome!”

Since, I’m an amateur farmer who helps his old man out with the crops every Spring and Fall… let me put it to you in terms of farming. When you start advertising on the radio, your ad message is a seed.

You can have low-grade seeds that will yield very little, skip the fertilizer, ignore the weeds, and you won’t make any money. Especially, if you’re in a hurry and want to harvest after only having your seed in the ground for 3 weeks.  This is representative of not putting the right effort into your advertising messages and not giving your advertising plan enough time to mature in the minds of consumers.

The alternative is to have a high-yield potential seed, prepare your soil with the right nutrients, make sure the weeds stay away, and then harvest after the seed has grown and matured.  This is representative of a radio campaign that is developed properly. One that cares about the message that is created and one that allows enough time for those ad messages to really sink in to consumers’ minds.

The best things in life come with time.  Just like a good harvest.

Each radio ad is a seed that’s getting planted in a mind. Will someone drop what they’re doing and buy from you the first time they hear your ad?  Of course not.  But what if you keep saying really great things that they care about? Consistently. Again and again. What if you start getting people to trust you because of the stories, helpful information, and entertainment you keep sharing in your radio ads? Over and over. Consistently. Over time.  Hmmmm?

Those seeds begin to take root and grow.  Those ads start to do their job. They’re sinking in.  They’re sticking in brains.  Then what?

Then, over time… as radio listeners live their lives… they’ll eventually need what you sell. And who do you think they’ll think of when they need the product or service you sell? Who do you think that they’ll feel best about? Who do you feel they will have the most confidence in ? ? ? ? ?

YOU.  Your business.  Your people.  They’ve come to trust you before they’ve even met you because you were being patient with them. You were educating them slowly and effectively about why they should do business with you instead of someone else. But you didn’t ever “hard sell” them.  You went through the process of making friends with them through your radio ads that did NOT sound like typical radio ads.

Your seeds were the good ones.  And you watered and fertilized.  And nurtured those seeds.  You had patience.  You slowed down, gave your advertising campaign some real thought before you started it, then you let it go to work.  Nature ran its course and gave you a harvest that you never thought possible.

Slow down… and do advertising right.  It takes a lot of thought and planning at the beginning.  When you set a marketing budget… and focus that budget on a big group of people (a couple radio stations is a great start!), then that big group of people will start to be won over by your sincere advertising messages.

Warning: Don’t scatter your seeds to the wind.  Don’t glitter-blast them into the atmosphere and hope that the marketing gods catch them and turn them into Thousand-Dollar Bills.  That’s the “spray and pray” method.  It doesn’t work.  If you want the full-blown explanation of WHY that doesn’t work, give me a call.

RADIO is one of the most fertile soils you can find to plant your seeds. The power of sound is amazing when it comes to branding.  We can recite the lyrics to songs we never intended to remember.  We can remember tons of details when those details are wSioux Falls Radio Advertising guy - Duane Christensen - Results Radio Townsquare Mediarapped into a good story.

Sound.  Radio.  Good soil.

Are you ready to plant some seeds for one heck of a nice harvest, year after year?

Let’s talk about that.

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

duane.christensen@results-radio.com

SiouxFallsRadioAdvertising.com

 

Cost of Radio Advertising

Cost of radio advertising.

That’s a search engine term that gets typed into Google or other search engines quite a bit when someone is curious about radio advertising. When I talk to people, they usually just want a ballpark figure. I can answer that question for them. But I like to talk about a few other things with them first.

My Dad had some great crops this year. And I know what he invested to prepare the soil for a good return. The fertilizer, the field work, the expensive tiling in the wet fields, etc. It adds up to a big number. But all of that is paying him back far more than if he didn't make those investments on his farm. Photo by Duane Christensen

My Dad had some great crops this year. And I know what he invested to prepare the soil for a good return. The fertilizer, the field work, the expensive tiling in the wet fields, etc. It adds up to a big number. But all of that is paying him back far more than if he didn’t make those investments on his farm. He’s learned over the years…that it matters.
Are you investing in YOUR growth?
Photo by Duane Christensen

Would you like your advertising to work?

Duh, right? But we need to address HOW that can happen before you get too jittery about what advertising costs. Because when advertising doesn’t work…isn’t that the most expensive?

The HOW…put simply…is say something that’s worth listening to in your radio advertising. That might not be easy to do for you. But I know someone who loves to do that – who does it for a living. Wink wink.

So, back to the cost. You might be hesitant. You may be really nervous to part with your hard-earned money for advertising. I understand that. You’d be considered careless if you didn’t worry about that. But investing in growth is important for your survival. There are always going to be competitors who want YOUR customers – who want those new customers just as bad as you do. They’re scratching and clawing to get ahead.

You may be thinking ahead to next year. “What if my business doesn’t grow next year? How will I pay my employees? How will I make a profit? How will I pay my overhead?” Please don’t compare your Sioux Falls business to the national scene. We’re in pretty good shape in Sioux Falls. Big things are happening. People continue to move into town. It’s just a great place to be right now!

Investing in your business growth is the best thing you can decide to do. And I can help you do that. You’re saying, “WHAT…with radio? Why should I?” Yes…with radio. But the “radio” isn’t the magic that gives you your return on investment. Well, not all of it anyway. Yes, Radio is still listened to by over 90% of the population. Pandora, online, satellite, etc. hasn’t had much effect on the number of “real radio” listeners. Especially, at the Results Radio Townsquare Media radio stations (8 of them). More live DJs, great music, fun promotions, and local news keeps our listeners pretty dang happy.

The magic of your advertising results comes from what we say to your potential new customers in your radio ads. Yes, the magic is in “what we SAY” in your ads. You may buy the cheapest radio, magazine ad, TV spots, online ads, etc., but if you’re not connecting with your prospects and helping them choose YOU, then those cheap ads are the most expensive ads you could buy.

I don’t ask you to buy first…and THEN hopefully come up with some good ideas and ads for you. I want to show you my ideas and strategies for you FIRST. And then, when we’ve decided that we’re on the right track and that it will WORK…then you can buy your ads. But only before you’re happy with what I come up with and never before you trust me and have confidence in me.

When you’re ready to invest in your growth and your future, I’d love to talk with you about it. There are smart ways to advertise…and there are haphazard, “shoot from the hip” ways to advertise. Which would you prefer?

Call or email. Have a great day!

Duane Christensen

Results Radio Townsquare Media rep

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.

Copy Writing: Persuasion with Words

What’s the ultimate skill you possess when it comes to copy writing? What kind of wicked wordsmithing do you conjure up? Or are you short on copy writing skill?

Here’s when you absolutely need some extra copy writing training and advice…

IF IT TAKES YOU LONGER TO UNDERLINE, BOLD, AND INSERT TRIPLE EXCLAMATION POINTS TO YOUR COPY THAN IT DID TO ACTUALLY WRITE THE SCRIPT OR COPY…THEN YOU MAY BE ABLE TO BENEFIT FROM SOME EXTRA COPY WRITING INSTRUCTION.

You need to "shock" a little. Image courtesy of "foto76" / FreeDigitalPhotos.net

You need to “shock” a little.
Image courtesy of “foto76” / FreeDigitalPhotos.net

Your copy needs to do something. It needs to JOLT in some way. Of course there are a lot of ways to do that:

1) Words and phrases that are completely out of left field and make people go “What the…?” causing them to HAVE to hear what’s next. You need to surprise people with your word choices. Just don’t disappoint them after the “What the…” moment.

2) Storytelling in a manner that sucks a person into the story. (Let’s say it’s a radio ad) A story told in such a way that if someone were to reach over in an attempt to change the radio station in the middle of the story…you’d slap that person’s hand.

3) Sharing information that is unknown to a reader/listener. Information that is intriguing and feeds the curiosity and thirst for knowledge within us.

4) Raw, personal, and “human” content. When you share a vulnerability of some sort about a person or company, people perk up. They like to know that they’re not the only messed up souls on the planet. They like to know that some of the thoughts in your head…match up with a few of theirs. It helps to connect with them. It deepens relationships. It helps them remember you…when they need what you sell.

Those are only a few ways to inject some degree of jolt-factor into your copy.

And do I really need to say this?…

  • Kill the cliché stuff.
  • Take a noose to the “ad speak”.

Speaking of “ad speak”. Was it Roy Williams of the Wizard Academy who coined that term? Either way… he has been instrumental in my copy writing,  marketing, and advertising education. Have you read his “Wizard of Ads” trilogy? It’s a must if you’re in business.

Other recommendations…

Well, besides Roy (who I still refer to and learn from) I also liked Jeffrey Fox’s “How to Become a Marketing Superstar” when I was starting out. It’s great for someone just learning. I’d say get some of the basics of copy writing down first.

THEN…THEN…Then, when your brain is REALLY hungry to get good. When your appetite to learn more is fierce, dig into the teachings of these people…

Eugene Schwartz

Dan Kennedy

David Ogilvy

Claude Hopkins

Jack Trout

Joe Sugarman

Gary Halbert

John Carlton

Roy H. Williams

…and of course there are a ton more. These are just some really strong suggestions. I still get hungry, too. If you have 1 or 2 other suggestions that I may not have read…please feel free to comment and SHARE with me. : )

Just remember that the people you’re trying to persuade with your copy writing need to be jolted a little (or a lot). They need to be awed and seduced. Don’t try to trick them into paying attention…make them want to.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/ (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, 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.

Or if you’d like to set up a free blog like the one you’re reading, I can help you get started with that too.