Buying Bad Radio

You might think that “Radio” is “Radio”. And when you buy Radio advertising, you may feel the wise choice is to pick the station or stations with the lowest advertising rates – or find a stellar ad package where you buy 1 and get 1 free. After all, you’d be saving money, right?

Here’s the problem with buying radio ads in that fashion…

You could buy the cheapest radio ads in the world, but they’re still EXPENSIVE… if they DON’T WORK. The best way towards getting advertising results will be with the CONTENT of your ads.

Your advertising person should emphasize the unwavering importance of the strategy of your ad campaign. And about the ad itself. The message you communicate to the public will always be the biggest factor of whether your radio advertising works or doesn’t work.

The hefty portion of our training is all about writing the best ads. Not about winning awards and being creative… but focusing on being persuasive and making an impact with our clients’ ads.

Here are 3 kinds of ads, which would you rather have?

1) Cheap ads

2) Glittery and Creative ads

3) Cash-register ringing ads

That doesn’t mean you can’t also have a creative ad that gets great results. But we focus on the “results” part first. And it also doesn’t mean you’ll never find a less expensive ad that can get results. You just need to make sure that the people you’re buying radio advertising from, actually KNOW how to write a good radio advertising campaign.

Have you ever had an advertising person give you a “spec” ad before they’ve ever learned anything about you or your business? You might even think it’s clever or funny. But that “spec” ad will never hold a candle to a well-researched ad campaign where the ad rep or ad writer asked you a lot of good questions and dug deep for the “good stuff”.

Look for an advertising person who can give you a proven track record. Ask for references… and then call those references to hear what they have to say.

For example, if I moved to an unfamiliar city to open a new business. I’d want to hear from local business owners who are getting great results from their advertising. When all the ad reps started calling me, wanting me to advertise with them, I’d definitely ask for a list of their happy clients. And I encourage you to do the same right here in Sioux Falls.

So, give me a call. And ask me for my list of happy advertisers. Have a conversation with them, business owner to business owner. Ask them about what radio has done for their business and ask what I bring to the table that they really appreciate and enjoy.

Of course, I’m not perfect. I’ve had my share of failing ad campaigns. But it was usually because I wrote ads that the business owner wanted to hear and insisted upon, instead of writing ads that their potential new customers would like to hear. I’ve LEARNED from my 14 years here. I’ve learned what works and what doesn’t. I’ll help you avoid “buying bad radio”.

So, when you’re ready to grow and take a bigger slice of the market… let’s get this party started!

Have a great day!

Duane Christensen

Results Radio / Townsquare Media

Sioux Falls

I’m a marketing guy, ad writer, and business grower. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

Local Advertising Book with no “sugar coating”

This blog post is about a book… and also about your local business… and what you could do to make something really spectacular happen to your revenues. And stuff.

So, I wrote a local advertising book. It’s my first one. And of course I feel that I should have said some things differently in it. And I missed that one type-o. But the best advice for some people (like me) is to just “put it out there”. Because if we wait for things to be perfect, we’ll never “put anything out there”.

Here’s the link to the book, if you’d like to plop down 6 or 7 bucks to learn about getting more out of your local advertising dollars. http://nonfatadvertising.com/brand-new-book-take-a-bigger-slice/

Hey, I’ve read a LOT of marketing books. And some of them left me wondering why they felt the need to use such fluff and industry jargon throughout the whole thing. I write like I talk. I don’t sugar coat many things. And if you don’t get any “eye openers” from reading the book… or any “golden nuggets” from it, I’ll give you your money back.

I think it’s better than 50% of the local advertising books out there. Maybe you’ll think it’s the best one out there. Most of the local advertising books I’ve read, try to tell you WHERE you should advertise. But I don’t do that. I don’t care where you advertise. You might like a particular method or advertising medium. My book will just help you get even BETTER results.

But other people might think, “Oh, great. You’ve given me a lot of tools to help me not waste my advertising dollar… but I really have no idea what to do next!” That’s when you call me. Radio isn’t right for everyone…but it might be totally frickin’ awesome for YOU. Do you want your business to be famous? I could help you out with that.

You’re thinking, “Really? Famous? I’m so sure.” But when you’re branded intelligently in your area, you ARE famous. Just not in the traditional sense of the word. If you’re wondering what it would be like to be BRANDED, just ask a few of my radio clients. If you want some of their phone numbers – I’ll give them to you. They’re happy to tell you what Radio and Duane Christensen has helped them do.

But of course, my radio clients tend to be pretty smart too. They run a good business internally, and they have me develop an advertising campaign in which Radio listeners actually like and REMEMBER.

If you’re not quite sure if you’re ready to pull the trigger on an advertising campaign, in an attempt to reach a specific “champagne-popping goal” then you should first read my book. But if you ARE ready, why not just have a talk with me some day – and I’ll just bring the book to you for free. ; )

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Look for someone who has a passion for helping local businesses get ahead. Your first clue: Do they have a blog? Do they have two blogs? Let’s have a conversation soon.