You’ve Bought Radio Advertising Before? Oh No.

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" /

Image courtesy of “Salvatore Vuono” /

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" /

Image courtesy of “Master isolated images” /

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





Bad Business Alert

We all know there are bad businesses out there. It’s just too bad we have to learn about some of them through our own experience.

Image courtesy of “David Castillo Dominici” /

I’m not giving the name of a business. I don’t do that on a public blog. But I have shared the specifics face-to-face with friends and family because I’d rather they avoid this business.

I just don’t understand how a business can be blind to bad customer service, no ethics, and no apparent morals within some of their employees. Maybe the business owner isn’t blind to it…they just don’t care. Either way, it’s not cool.

It’s rampant. Don’t you think this will catch up with them? These are companies who advertise a lot. Companies who scrape and claw to increase sales. Don’t they know that if they ran a better business, they wouldn’t have to advertise so much? Really, all they’re doing is attracting new customers to experience their ineptness.

If you’re a shady or uncaring Sioux Falls business, I hope you go out of business fast, so you don’t hurt others with your bad practices.

If you’re a good, local Sioux Falls business, do you know how easy it is for good advertising to help you grow? We can shine a light on your good business and above average service and philosophies. And we can do it in a manner that doesn’t sound like the puffery so many others are spouting.

I work with good businesses who show passion in their work and care about people. If you’re one of those…I’d like to help you help more people. Let’s attract more new customers that will then share the good word about you to their friends and family.

Have you ever had people come in and do business with you because of the awful experience they had at one of your competitors? It happens all the time. There are people out there READY to hear about a good, local business they can trust. Let’s tell them about you!

For more help with local advertising performance, and advice concerning what you should actually SAY in your advertising to make it work better, consider my book, “Take a Bigger Slice”. Or heck, just ask me about it, I’ll probably bring you a copy.

Thanks for reading. Have a great day!

Duane Christensen

Results Radio – Townsquare Media

Sioux Falls Radio Advertising blog