I Want My Pot Roast NOW!

July 23, 2013 / Duane Christensen

Great success with your Radio Advertising is like a pot roast.

You’d love it if you could cook a pot roast in 10 to 20 minutes…but you’d be disappointed. You’d love it if your Radio Advertising worked at its maximum level within the first week or month you’re on the air with your radio ads…but you’ll be disappointed.

That delicious pot roast takes some time to fully cook and bring forth all of its juicy, meaty goodness. And it’s the same for your radio advertising…

Image courtesy of “-Marcus-” / FreeDigitalPhotos.net

But it’s well worth the wait when you bite into that roast. And your radio advertising will be well worth the wait when it starts getting into the minds of the listening audience (and sticking).

Let’s compare this to Direct Mail – the microwave popcorn of advertising.

Direct Mail gives you almost everything it can give you…immediately. Heck, “they” even say you’re supposed to commit to at least 4 mailings to a particular list before you can see any real results. So, why would you only do Radio for a few weeks and then abandon it when you’re disappointed?

What radio does that any Print advertising cannot do…is settle into your memory. Branding. You can become “the one” most people remember when they need what you sell. Wouldn’t that be cool? You can be “the one” people FEEL BEST ABOUT when they need what you sell. Do you know what the glorious results of that are? It means growth. It means you don’t have to put a “special offer” or discount into every ad. More profits. Better customers who value what you stand for, not people only looking for “a deal”. And that happens because of SOUND. You can stick into someone’s head with a good message faster and more sticky by using the power of Radio sound and repetition. (think Pavlov’s dogs – bell ringing)

How long is your product or service buying cycle? Which means how often to people need you? Every week? Every year? Ever 5 to 10 years? Your answer depends on how fast your advertising will work. If you’re selling mattresses, I’m going to make you a much happier advertiser with Radio versus your print advertising or Direct Mail campaign. Are you a remodeler, home builder, plumber, roofer, garage door company, farm implement dealer, furniture store, glass company? Same. Not everyone needs you today or next week or next quarter…that’s why it makes more sense to take the road to branding and getting into your prospects’ minds as one of the best, safest, most trusting place to buy from when they need you. You can’t make that happen with Direct Mail or the newspaper or a billboard.

You can’t do that with a crappy Radio message either. That’s why I focus on crafting a radio ad campaign strategy that lays the foundation for getting people to feel most comfortable with YOU…instead of any of your competitors.

So, let’s be patient and do it right with a tasty pot roast instead of settling for pop tarts or microwave popcorn. Let’s start the conversation. Give me a buzz and we can discuss your unique situation.

Side note: When you’re on the Radio…any Direct Mail piece you supplement your Radio campaign with will have more impact. Just make sure you have a bold message to share. Get noticed. People aren’t waiting patiently for your next advertisement. Every radio ad, postcard, thank-you note, etc., needs to pack a little punch.

Thanks for reading and have a great day!

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.

Copy Writing: Persuasion with Words

May 20, 2013 / Duane Christensen

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

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.

Advertising Small Business Wonderfulness

April 2, 2013October 23, 2014 / Duane Christensen

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

Bill Cosby released a comedy album in 1966 called “Wonderfulness”. What a great title. Just the word itself makes you want to listen to it. But do YOU have wonderfulness?

Do people know all the WONDERFULNESS that your product or service can deliver?

What do you DO for people? Think about that question. Go deeper than the obvious, “surface” answers. Figure out what you really DO for your customers. Figure that out first.

Then, how do you tell them? How do you advertise?

If you begin “shouting” at folks about what you sell, you WILL be ignored. You’ll be ignored because thousands of others like you are doing the exact same thing. Your words have become mere background noise. Static. Annoyances.

Advertising can drive sales. Advertising can double your sales this year. It CAN if you scrap your current, non-producing ad plan, and start fresh.

WHAT IF…

What if you talked to your prospect about what’s going on in THEIR life? What if you talked to them about what is truly important to them? Or about something they wish to fix. About pain they want to be rid of? About something that can make them feel happy. Something that will better their lives. ??

Because isn’t THAT what we all want? To be happy – successful – respected – loved – content – admired – free of stress – financially secure – independent – healthy – attractive – comfortable – safe – secure – etc., etc.

What people want…is to better themselves. So, tell them how your product or service can aid them in their journey. Will you continue to tell them in the same ways as most other businesses do? Will you continue to say the same things? Will you continue to hope and pray that a Facebook page is all you need?…that it’s the magic potion you’ve been waiting for?

Define your TRUE customer, find out what they REALLY care about. What “moves” them? What WONDERFULNESS can you share with them?

Have a day full of wonder!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

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You’ve Bought Radio Advertising Before? Oh No.

March 21, 2013 / Duane Christensen

You’ve advertised on the radio before. So, you know what you want. Ok. But is “what you want”…the best thing for you?

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Sioux Falls has a ton of advertising options. You may have already “tried” a bunch of those options. You may have “tried” a bunch of different radio advertising schedules. You may even feel you’ve met nearly every advertising sales rep in the city! Wow, I hope not. That would make ME want to sell everything and move to the mountains!

Do you feel that advertising is a necessary evil? You say, “Well…let’s try another stint on the radio. Can’t hurt, right?” Then, you call up a radio station (maybe me) and ask about the rates.

Now, here’s me. I don’t know much about your business yet. And the number of radio advertising options are pretty high. It’s not a one-size-fits-all kind of thing (if you actually plan on making your radio advertising work). Rates don’t really mean much if you’re not buying into the right plan. Or the right IDEA.

My first thought is… “Do we know what to SAY in the radio ads yet?” No. We don’t. Do I know your competitive landscape? Do I know why your customers buy from you and not the other guy down the street? No.

Image courtesy of “Master isolated images” / FreeDigitalPhotos.net

Questions. I need to ask questions to offer the best solution. Not just give you a “package” that won’t work. I need to know more before I can recommend a plan for you. Would you like to draw a one-time crowd? Or would you like to become a household name in Sioux Falls? What would you like your advertising to accomplish? Why do you think you’re a big deal? Do your customers feel you’re a big deal? Would you like more of those happy customers? If I asked your customers about you…what would they tell me?

I love to work with Sioux Falls small business owners who want to make a mark. Those who want to serve their customers better than anyone else could, and those who have a goal and want to know how to reach that goal. I don’t really ever feel comfortable being an order taker. I almost always find a major flaw in someone else’s advertising plan. Those flaws could be any number of things that can sabotage a local marketing and advertising campaign. Such as the length of the ads, the competitive strategy, the message in the ads, the number of ads scheduled to air, etc.

If you’ve bought radio advertising before…I want you to forget what you’ve done before. Because if you were doing it right, you wouldn’t have stopped. You wouldn’t have called someone else. So, try your best to erase from your memory what some other advertising person has told you in the past. If you truly want to get it right this time and stop being unsure, skeptical, confused, or frustrated with your local advertising, then, we’re going to start from scratch. We’re going to have a bunch of conversations before I let you spend any money on advertising. We’ll get it right, first. We’ll have a plan. A plan that will carry the potential for good things to happen. Growth. Good word of mouth. Buzz. Increased profits.

When you’re ready, just call.

Thanks. Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m kind of a big advertising nerd. And I’m confident in the power of radio when it’s done right. The spoken word is impressive when you choose words wisely. You can arrange them in a way that can be subtly persuasive, aggressively entertaining, or peacefully comforting. Let’s find the right words to use for your small business. I am a salesperson, ad writer, and marketing guy for Results Radio Townsquare Media in Sioux Falls, South Dakota. I started there in 1998 (while still a punk) answering phones and scheduling radio commercials on an old DOS program (green and black screen). Yikes. I’ve learned a heck of a lot since then.

I even published a small business advertising book in July of 2012. You can check it out here if you want >>> Take A Bigger Slice (on Amazon)

Ph: 605-940-7984

Email: duane.christensen@results-radio.com

Web: http://duanechristensen.townsquareinteractive.com/

Your Customers Don’t Care About You

February 16, 2013October 23, 2014 / Duane Christensen

An excerpt from my book, “Take a Bigger Slice – Local Advertising: You’re Doing It Wrong”

People don’t care about you or your business. They care about their own well-being long before yours. They care about how your product or service can HELP them.

You might say, “I have customers who are LOYAL to me!” But dogs are loyal too, until you start abusing them.

Image courtesy of “Felixco, Inc.” / FreeDigitalPhotos.net

It’s really not loyalty; you just have customers who are currently happy with you. CURRENTLY. As soon as your service or product starts lacking, they’ll find somewhere else to go. Or as soon as they find a company who treats them better or gives them more value (or perceived value), they’ll switch. Your customers only care about solving a problem THEY have, or improving the quality of THEIR life. But you always have to make them feel like they received a good value – that their money was well spent.

Your marketing and advertising success depends upon loving your customers.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

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The Best Radio Advertising Headline

October 2, 2011December 25, 2012 / Duane Christensen

The best advertising headline would be if you could peek into your prospect’s brain…and see what they were thinking about…at that precise moment.

That sounds ridiculous, but it’s true. What if someone was thinking, “I really need to mow the lawn, but I’ll do it tomorrow”. Then, your headline would be, “You know you need to mow the lawn, but it can probably wait until tomorrow…” You just got the full attention of that one person. They’d listen to whatever you had to tell them. At least for a few seconds anyway.

But do you need to have a crystal ball or be a mind reader to write a good headline? No. You just need to know your customers. You need to communicate with them. Ask them what their fears are. Ask them what they love. Ask them what they do on the weekends. When you KNOW your customers…only then can you write an advertising headline to attract people just like them.

Do you need a formula to write a headline? No way. Just write from the heart. From your customer’s heart. The best radio advertising headline commands attention. Just make sure your headline…is NOT about you. It needs to be ALL about the person you’re trying to attract.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio – Townsquare Media Sioux Falls

For the Kindle edition of my book (and to learn more about great things to put into your ads) – click here Take A Bigger Slice