That Big Group Of People You Forget About

I’m re-reading a couple of books. One of them is about direct-response advertising. The author is a vacuum cleaner store owner. Through years of trial and error, this business owner talks about how to grab the low-hanging fruit with special offers and magical headlines in print advertising. And also with Yellow Pages. It’s a book written about 15 years ago, I believe.

Image courtesy of "xedos4" / FreeDigitalPhotos.net

Image courtesy of “xedos4” / FreeDigitalPhotos.net

Then, the next book of his, he’s talking about how the economy sinking, really hurt his business and he knew he had to figure out what to do online. He talks about the decline of newspaper and the Yellow Pages…and that the majority of people are searching online for local businesses. So, he discusses how he dominates page 1 of Google searches at no cost. And he doesn’t pay for SEO. (I can help you do this too)

But…he talks about ALL the people he was forgetting about when he was only advertising with print and the yellow pages. He had forgotten about that group of people not quite in buying mode…but in research mode. The ones that were looking for answers to questions…and also looking for a business they might be able to trust. That group of people is mucho grande! That group of people is at least 10x the size of people who are ready to buy at this instant. So, his philosophy is to provide content online for those in the gathering information stage. Win them over BEFORE they decide to buy. Awesome! He gets it. But what nobody has taught this business owner is that the right kind of radio advertising is one of the best ways to win this huge group over. (It all depends on what you SAY to these people in your advertising)

Many business owners have only been told that your advertising must bring you instantaneous results…and that every penny you spend must be trackable. That’s great, but first, most advertising professionals don’t even know how to give THAT to you. So, you end up wasting money month after month, chasing something you’ll probably never find – Results that pay you back – Return on investment greater than what you invested in the first place.

So, back to radio…and that huge group of people you’re forgetting about. Using radio to talk to people 1) before they need you, 2) while they’re in research mode, and 3) when they’re ready to buy, is what will make you go, “Oh, yeah, this is nice.”

But that’s the tricky part. I’m not saying it’s Radio that is the Magic Key here…it’s talking to people like you actually care about them. It’s sharing a message of helpfulness and getting people to trust you before they’ve even met you. RADIO just happens to be one of the best mediums to get that kind of message across. People are listening consistently to radio. At all times of the day!

So, when you’re wondering how to take your business to the next level, and go after that big group of people you’re forgetting about…give me a shout. I’m here to make this process as easy and stressless as possible.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

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!

What Are You Saying in Your Sioux Falls Radio Advertising?

I live, work, and play in Sioux Falls. Usually, I listen to the radio for the music, the sports talk, or the news talk. Mostly the music. But once in a while I scan all the radio stations I can tune in… and listen to the radio ads. Because I’m a geek, I know. But you gotta know what’s out there, right?

Radio Advertising What You Say

Image courtesy of “stockimages” / FreeDigitalPhotos.net

Anyway, I realized that there are a lot of businesses being under-served. They need help. They’re being sold “radio” instead of being offered a way to grow their business – a way for their advertising to actually work. Can you imagine if you KNEW that your radio advertising was working for you? Instead of just thinking of it as a necessary evil. Wouldn’t that be nice.

The way to make it work is to FIRST take what you “think” radio advertising should sound like… crumple that up into a ball… throw it on the ground… and grind that into oblivion. Then burn it. There is a lot of radio advertising out there where I can pretty much guarantee that it’s a big waste of money. All because you’re not saying the right things in your ads. You’re not saying anything worth listening too.

People aren’t listening to radio ads like I do. Remember, I’m the geek that purposefully listens intensely to advertising – nobody else does that. You need to say something that inspires, is creative, tells a story, shares new valuable information in an understandable way, is authentic, or makes people smile… or all of the above.

When you say something worthy in your radio advertising in and around Sioux Falls… you’ll be shocked at what it can do. I’d name off all of the things I hear in ads that is utter nonsense and completely snooze inducing, but the list is too long.

How would your best customer sell someone on your products, services, your employees, or your company as a whole? Start there. Or call me. I’d love to talk about your local advertising woes… and help you out.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio Townsquare Media – Sioux Falls

https://siouxfallsradioadvertising.com/

Need more small business advertising advice? You could try this: Small Business Advertising Kapow