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" / FreeDigitalPhotos.net

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

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/

 

 

Crankin’ on all Cylinders

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

Image courtesy of “Sura Nualpradid” / FreeDigitalPhotos.net

“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?

Need some more inspiration and great advice for creating a GOOD COMPANY? Check out Tim Miles’ book, called Good Company.

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. Working at Results Radio Townsquare Media in Sioux Falls.

Sioux Falls Radio Advertising blog