Radio Advertising: How To Find Success and Results

How many successes in your life can you account for…in which you didn’t have to put forth the time, effort, and work to get it?

Success in your marriage?

Time and effort.

Success in parenting?

Time and effort.

Success in school?

Time and effort.

Success in business?

Time and effort.

Success in Cheesecake making?

Time and effort.

Success in advertising though? Well, that should happen immediately! And there should be a 1-size-fits-all formula to make it virtually effortless!

Something smells wrong here.

Image courtesy of "Naypong" / FreeDigitalPhotos.net

Image courtesy of “Naypong” / FreeDigitalPhotos.net

I’ve made the occasional mistake of letting a business owner advertise “the wrong way”. I gave a recommendation, but they rejected it, and put forth his own terms. Even though every other ounce of advertising he’d done in the past could have been considered less than successful, he wanted to keep doing it the same way.

There is actually a rough formula for advertising success…but two important factors in that formula are time and effort. And this is so important in Radio advertising (but also most advertising). Don’t you plan on being in business for longer than 2 weeks? Then, why do you keep searching for short-term, magical advertising successes?

Can you tell a child to “Be good” just ONE time…and that child grows up to be a generous, caring, benefit to society? We wish.

All lasting, good things that we acquire throughout our lives require time and effort. Of course, you can add in other ingredients to the recipe, like discipline, patience, nurturing, intellect, etc. But I need you to understand that advertising success isn’t automatic. Just because you’re “on TV” means nothing. Just because you’re “on the radio”, “in the newspaper”, or “on the Internet”… means nothing.

When you want to “do” advertising in Sioux Falls (or anywhere) the right way, call me and let’s get to work.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

I write ads, prepare radio schedules, create strategies for your ads (so you can stand out from your competition), give online and other marketing advice, and will keep your advertising fresh and new. I hear a lot of ads that air for 6 months or more before they’re changed out. That’s way way too long…and it’s not doing you any good. You have a lot of things you can share with the public that will help you become a trusted resource to them. Then they BUY. Let’s do that!

My Results Radio Townsquare Media website: http://duanechristensen.townsquareinteractive.com/

Small Business Advertising: Horsepower & Flavor

What if you decided to give $20 to the first 100 people who called a special phone number? No strings attached. You call…you get twenty bucks.

  • So, would an online ad work to advertise this cash giveaway? Absolutely.
  • Would newspaper work? Yup.
  • Would Radio work. You bet it would.
  • TV, Billboard, or Facebook ads? Dang right it would.

All advertising mediums give you access to an “audience”. You get access to PEOPLE. When you buy advertising space or spots, you are renting an audience. Some ad mediums just have bigger audiences than others. It’s part of the reason why one might cost more than the other.

Image courtesy of "M - pics" / FreeDigitalPhotos.net

Image courtesy of “M – pics” / FreeDigitalPhotos.net

So, doesn’t that help you realize that all advertising mediums can work? All you’re trying to do is reach people with a persuasive message.

Think of it this way…

The Porsche 911 Turbo – everything about it drips performance, class, and testosterone. But what if the legendary Porsche engine is replaced with something you would find in an old Yugo? Performance just went down the toilet. It’s the same with your advertisements. The MESSAGE IS THE ENGINE. The message is what drives your advertising success. Without a message that has “beefyness” to it…you might as well save your money.

But before you just pick an ad medium to get your message across, you need to understand that each have different ways to be most effectively used. Some allow you to use a lot of words. Others are for short, direct messages where the point you’re trying to make doesn’t need a lot of explaining. Radio and TV can tap into emotions and make a huge impact when used properly. Personally, I like Radio most of the time versus TV for small businesses. It’s easier to produce an ad. And cheaper. Plus, you can make people visualize whatever you want in a Radio ad.

The greatest branding gets us emotionally involved. Print and Internet advertising can make things happen pretty fast when you use a picture of a product, a punchy headline addressing a problem, a possible solution, and a sweet bonus offer at the end. They each have strengths and weaknesses and

Image courtesy of "lemonade" / FreeDigitalPhotos.net

Image courtesy of “lemonade” / FreeDigitalPhotos.net

have different rules to be followed regarding placement, the number of ads you buy, and the length of time you run those ads.

Just remember that the message is what drives advertising success. Give your message some FLAVOR! Are you going to serve up some high school cafeteria turkey loaf? Or would you rather give them a piece of Mom’s blueberry pie that causes them to sit back, shut their eyes, and roll them back into their head? If you want above average advertising results, you have to advertise with horsepower and flavor.

Duane Christensen

Results Radio Townsquare Media (marketing rep)

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