Crankin’ on all Cylinders

Good radio advertising helps businesses “crank on all cylinders”.

“Crankin’ on all cylinders” is just a phrase that a client of mine used recently. It was nice to hear. Actually gave me a nice boost that day. This business has made mistakes in the past and learned from them. They’ve taken chances and done things out of the ordinary that their competition would be afraid to implement. They’re proactive in standing out and doing things differently. They’re smart with their investments. They think things through…and then act. It’s so fun to write a radio campaign for a business like that!

But good radio advertising can’t fix a business that doesn’t have everything right on the inside yet.

Bad character: For some reason I give a lot of people the benefit of the doubt. But then I run into a business owner or a salesperson with too much “shady” inside of them. It’ll catch up with them fast.

Employees with no direction: You can’t have employees that just “do their job”. They need to be part of your big goal. They need to be on board with you on delivering an outstanding customer experience.

Not in business for the right reason: You have to be in business to help people. Yes, you need to make a profit, but profits come faster and easier when you help people and they love you for it.

You may try to patch holes in your sales inconsistencies by throwing good money at advertising…but you have to right the ship within before you can expect advertising to do you any good. For example, I have one client spending a little bit on advertising with me. We’re in the process of talking about repairing some things within his business. I’m recommending he puts his ads on hold for a few months until he can deliver a better customer experience. Doesn’t that make more sense?

Let’s get more cylinders crankin’ inside the business before we try to attract more customers. Because wouldn’t you want those new customers to tell other people about how nice, fair, helpful, honest, and genuine you are…instead of the opposite?

Now…if you’re all set…let’s work together to make your 2013 and the next 5 years better than you thought was possible.

Duane Christensen

Passionate about helping businesses grow. 

Sioux Falls Radio Advertising blog

Crowbar Advertising

If you need to pry something open, sometimes it’s a big job, and you grab yourself a crowbar.

I had forgot how fun photo booths are.

Well, when it comes to your advertising, it needs to be LIKE A CROWBAR because our brains don’t just let anything in. All of us have a million things going on in our lives. We’re not just waiting around for your next boring advertisement. That’s where a GOOD radio campaign comes in.

RADIO ADS CAN BE USED LIKE A CROWBAR to open up a wedge into the public’s minds. Radio does this well because it’s uses the spoken word. What came first? The written word or the spoken word? What’s the most effective way to communicate with someone? Hand them a note or just talk to them? How about making a sales presentation – should you email the presentation or deliver it face-to-face with feeling and conviction? It’s the same with radio. Good radio is personal, versatile, emotional, and can tell a story that motivates like nothing else.

Your radio ads must be:

  • A little outrageous (or a lot)
  • Surprising
  • Unexpected
  • Emotionally driven
  • Strategic (with your competition in mind)
  • Bold
  • Truthful

Put all of that into your radio ads…and you’ve got yourself a great “crowbar” to help people remember you and do business with YOU.

Call me. Let’s discuss.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD