EASY isn’t always BEST

Easy is good. Easy is convenient.

It’s easy to order take-out. It’s easy to go through the drive-thru.

And it’s easy to get a poor advertisement ready for Print. Here’s what I see in Sioux Falls print:

  • Weak headlines
  • Un-inspiring content
  • Pictures that don’t match the message

    Easy Advertising Sioux Falls

    Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

  • Business logo and contact information

That’s easy to put together. It’s easy on the business owner.

The print media says, “Here’s your ad.”

You say, “Looks good. Run it.”

It’s easy to run a poor radio ad, too.

  • Weak headline
  • Un-inspiring content about the business
  • Business name sprinkled throughout the copy
  • Phone number twice
  • Website
  • Weak slogan

Take any advertising media (web, billboard, TV, etc.)… it’s easy to create ads that don’t work for a local advertiser.

I’d rather you NOT take the easy road when it comes to advertising. Well, it CAN be easy as long as you find the right copy writer.

It takes time, effort, research, and sweat to create ads that “stick” and ads that work.

It’s NOT easy to get past what you think a radio ad should say in it…and what it should sound like. The best radio ads take tradition and crush it. The best radio ads talk to the listener about what the listener would like to hear…not what the business owner usually wants to hear. Which makes sense, right? Aren’t we trying to engage the listener (your prospect)?

Get past “easy”…and move towards “effective”. It won’t take long before the right way IS the easy way. Let me know when you’re ready to take the bull by the horns.

Duane Christensen

Results Radio / Townsquare Media

605-940-7984

For more help with local advertising performance, and advice concerning what you should actually SAY in your ads to make them work better, consider my local advertising book, “Take a Bigger Slice”. Or click HERE to read a bit more about it. Have a great day!

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When I Need To Change It Up

My choices for “auditory entertainment” are Radio and my iPod. Not one or the other. I listen to the Radio more often because I like the local people. And to hear new music. I don’t spend hours on my computer looking for new music on my iPod. I like to hear what’s new or fairly new, and I get that from the Radio – then if I like a new song, I’ll put it on my iPod.

Chad McKenzie – KSOO AM 1140

I love music, but when I want to CHANGE IT UP…I tune into talk radio. One of my favorites is Chad McKenzie in the morning on KSOO AM 1140. He’s light-hearted, fun, and a heck of a nice guy, too.

His show makes me smile.

As far as advertising goes, I feel KSOO is one of the best places to be. Talk radio listeners are “active” listeners. You don’t have to air quite as many ads as you do on a music station to make an impact.

If you’d like to talk to a fairly big audience, I always recommend KSOO as one of my top choices. Some people only want to advertise on music stations…but I don’t get that. People are people. Let’s just make sure we say things in your ads that make them want to buy from YOU instead of one of your competitors.

Have a great day!

Duane Christensen

Results Radio / Townsquare Media

Sioux Falls Radio Advertising blog

For more help with local advertising performance, and advice concerning what you should actually SAY in your ads to make them work better, consider my local advertising book, “Take a Bigger Slice”. Or click HERE to read a bit more about it. Have a great day!

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You Can Start Small

You don’t have to have $100,000 a year to start advertising locally on the radio. Not even $50,000 or $30,000.

 

You can start smaller. You just have to find an audience you can afford to advertise to week in and week out, consistently. And then, Voila!

Ok… it’s not exactly that easy. But close. The most important thing to remember is to have a good radio ad STRATEGY before you start throwing radio ads out there into people’s ears.

Not sure what an ad strategy is? Not many people do. Not many advertising people even do. Let’s sit down and discuss that.

THEN… we can start putting your ads out there to people. They’ll be like an “army of tiny salespeople”. And it’s ok to start smaller and grow from there. I’d love to help you advertise better. And help your advertising bring you a consistent flow of buyers. The best part… you don’t even have to have a sale – or give any coupons out! : )

One other thing – there are a lot of Results Radio clients who spend the majority of their ad budget with us. The reasons?

1) Audience. Ears. Wallets.

2) Strategy

Give me a call or shoot me an email. Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio / Townsquare Media

Sioux Falls, SD

Mind Currency and Radio Advertising

Mind Currency, Sioux Falls Radio Advertising, radio adsWhen you open a checking account, your balance is at $0. Requesting to withdraw $1000 when you have a balance of $0 will get you a really funny look from the bank teller. You would LOVE to be able to withdraw some cash, but that’s not the way it works. You must first make a deposit. You must grow your balance.

Radio advertising works the same way. You’d love to start “withdrawing” new customers the same day you start running your ads. But that’s a tough road because you have no “mind currency” built up yet.

The best radio advertising talks to the heart of the listeners. Your ads should reach out to ALL the listeners. Most importantly, to those that don’t need you right now. Radio works best when you talk to those that don’t need you now – the ones that may need your product or service months from now.

When your ads give listeners a good feeling about your company and when trust grows…then you are building “mind currency”. Four, five, or six months into your radio campaign, when a listener is in the market for what you offer, who will they be most apt to buy from? – the business that has NOT gained their trust, spoke to their heart, and connected with them…or the business that HAS?

Win the listener’s heart and the mind will follow. Win the mind…and the wallet will follow. Your radio advertising should constantly build “mind currency”. Or as some would call it – brand equity within a prospect’s mind. Your radio ads are like bank deposits. In time, and with a good message and strategy, you’ll be able to cash in some of that mind currency. The longer your campaign airs and the more you connect with listeners, the more you’ll be the business they buy from and refer others to.

Do you ask a complete stranger off the street to help you move? To help you carry heavy furniture and appliances up and down steps for six hours? No way! Only a good friend who appreciates the relationship you both have built over the years will do that for you.

Build relationships with your radio ads! Earn trust. PROVE you are a friend to each radio listener…with only their best interest in mind. Then, and only then, can you build “mind currency”. Then, you’ll be able to ask for a “withdrawal” when someone needs your product or service. It’s how you gain market share. It’s how more and more people will come to do business with YOU…instead of your competition.

THAT is what radio can do best.

THAT is what you want – a consistent flow of new customers that already have begun to trust YOU over all others. Before they’ve even walked in your door, picked up the phone, or visited your website.

The CHEAPEST, cliché, safe, boring, and copycat radio ads will not do it. Hire the right radio company and radio representative (like yours truly!) who can lead you down the right path. They are writers, researchers, driven to make it work, and they ask a lot of questions. And if you have information about what your customers really want and care about…they love it if you share that with them.  🙂 Have a great day!

Here are two radio ads I’ve done recently. And they are each just one building block among many in their respective radio ad campaigns. And yes, they are building “mind currency”. Listen below…

Thanks!

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”.

Duane Christensen – Results Radio Townsquare Media

Sioux Falls Radio Advertising blog

I’ll help you discover the power of the spoken word… and the power of radio. Thanks for finding me!