Marketing

I Want My Pot Roast NOW!

/ Duane Christensen

Great success with your Radio Advertising is like a pot roast.

You’d love it if you could cook a pot roast in 10 to 20 minutes…but you’d be disappointed. You’d love it if your Radio Advertising worked at its maximum level within the first week or month you’re on the air with your radio ads…but you’ll be disappointed.

That delicious pot roast takes some time to fully cook and bring forth all of its juicy, meaty goodness. And it’s the same for your radio advertising…

Image courtesy of "-Marcus-" / FreeDigitalPhotos.net

Image courtesy of “-Marcus-” / FreeDigitalPhotos.net

But it’s well worth the wait when you bite into that roast. And your radio advertising will be well worth the wait when it starts getting into the minds of the listening audience (and sticking).

Let’s compare this to Direct Mail – the microwave popcorn of advertising.

Direct Mail gives you almost everything it can give you…immediately. Heck, “they” even say you’re supposed to commit to at least 4 mailings to a particular list before you can see any real results. So, why would you only do Radio for a few weeks and then abandon it when you’re disappointed?

What radio does that any Print advertising cannot do…is settle into your memory. Branding. You can become “the one” most people remember when they need what you sell. Wouldn’t that be cool? You can be “the one” people FEEL BEST ABOUT when they need what you sell. Do you know what the glorious results of that are? It means growth. It means you don’t have to put a “special offer” or discount into every ad. More profits. Better customers who value what you stand for, not people only looking for “a deal”. And that happens because of SOUND. You can stick into someone’s head with a good message faster and more sticky by using the power of Radio sound and repetition. (think Pavlov’s dogs – bell ringing)

How long is your product or service buying cycle? Which means how often to people need you? Every week? Every year? Ever 5 to 10 years? Your answer depends on how fast your advertising will work. If you’re selling mattresses, I’m going to make you a much happier advertiser with Radio versus your print advertising or Direct Mail campaign. Are you a remodeler, home builder, plumber, roofer, garage door company, farm implement dealer, furniture store, glass company? Same. Not everyone needs you today or next week or next quarter…that’s why it makes more sense to take the road to branding and getting into your prospects’ minds as one of the best, safest, most trusting place to buy from when they need you. You can’t make that happen with Direct Mail or the newspaper or a billboard.

You can’t do that with a crappy Radio message either. That’s why I focus on crafting a radio ad campaign strategy that lays the foundation for getting people to feel most comfortable with YOU…instead of any of your competitors.

So, let’s be patient and do it right with a tasty pot roast instead of settling for pop tarts or microwave popcorn. Let’s start the conversation. Give me a buzz and we can discuss your unique situation.

Side note: When you’re on the Radio…any Direct Mail piece you supplement your Radio campaign with will have more impact. Just make sure you have a bold message to share. Get noticed. People aren’t waiting patiently for your next advertisement. Every radio ad, postcard, thank-you note, etc., needs to pack a little punch.

Thanks for reading and have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

What’s Your Reason for Advertising?

/ Duane Christensen
Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Why do you want to advertise?

  • Because business is slow?
  • Because you now have some cash flow and want to keep growing?
  • Do you need a short-term “fix” or spike in sales?
  • Because you can’t keep customers happy and need to constantly replace them with new ones?
  • You’re a new business?
  • Something else?

I love helping those businesses who want to grow, and who want to continue to grow and take a bigger slice of the market. Or those who have a lot of competition and are fighting to maintain their share or would love to “move up in the ranks” within their local market.

And that can’t be done by quick bursts of advertising like a shotgun at the hip hoping you hit something. A splash here, a splash there, a sprinkling of ads to reach everyone – it just doesn’t work..

You wish that would work. Everyone does. But it doesn’t.

I want to help you and CAN help you, if you answer Yes! to these questions:

  • Are you looking for consistent growth, year after year?
  • Do you want an advertising campaign where you don’t have to discount your prices in order to snag a new customer?
  • Would you like someone to help you manage your ad campaign? (meaning someone who will stay on top of things, write ads, keep ads fresh, give you time to do other things like run your business)
  • Would you like help with what you say in your ads? (ad writing, set you apart from your competition, slogans, etc.)
  • Would you like to work with an advertising person who has your best interest at heart and can advise you on other marketing tactics?

Radio advertising is currently helping hundreds and hundreds of local Sioux Falls businesses. The businesses in which Radio Advertising helps MOST, are those who are being a little “different” in their advertising message. They’re not just using Radio for the sake of using Radio. They’re using it to engage on a deeper level with Radio listeners. They’re branding themselves as one of the top go-to places for Sioux Falls and surrounding area consumers.

Sure, Radio can “get your name out there”. But what good is that if nobody will remember your name when they actually need what you offer? Great radio advertising will brand your business name into the hearts and minds of the large radio listening audience. When you do that, you’re not only advertising to the miniscule slice of people who need your product or service NOW…but you’re branding yourself. That way, when the other 99% (give or take) of your radio audience who need you down the road…will remember you. And then, you’ll be one of the top choices they contact, or possibly the FIRST businesses they choose to contact.

Can you imagine how something like that could immensely improve your situation and bottom line?!

Radio is mass media. Which means it reaches a ton of people. Don’t get overly worked up about your “target”. People are people. And they listen to all different kinds of Radio. There is not one kind of person who listens to one kind of Radio. Radio reaches the masses. And you’d be surprised at which radio stations people listen to. Don’t use Radio for “targeting”. That’s what Direct Mail is for. Radio is for branding your business into the hearts and minds of massive amounts of people.

If you know the type of person you’re looking for (a profitable customer whom you enjoy serving and doing business with)…your Radio advertising should talk very directly to that person. Talk to their likes and dislikes. Talk to their heart. Befriend them with your Radio ads before they ever do a lick of business with you. Earn their trust. Help them feel confident they’ll be treated right if they decide to visit you. Make them feel like you’re “the one” to help solve their problem or improve their life.

What’s YOUR reason for advertising? Is because you’re dabbling with entrepreneurship? Or is because you want to take the bull by the horns and make something happen? Business growth and success does not happen automatically or magically. Successful local businesses went after it. They knew there were obstacles and possibly even a lot of competition in their field. They knew they had to advertise, commit to a plan, and do it differently than everyone else spinning their wheels and sprinkling their ad budget around hoping something sticks.

This isn’t a “DO THIS or you will fail” message. I just want to be one of the first people you contact when you have advertising and marketing questions. I’d like to help you understand what works and what doesn’t when you decide to invest in a successful advertising plan. I want to help. I love to see good businesses (who are good to their customers) succeed and prosper. I want to introduce you to MORE people who would appreciate the products or services you offer.

A good Radio plan can work wonders. And it doesn’t have to be overly complicated. I’ll explain how it all works – just give me a call and we’ll talk. No annoying pie charts and statistics about how Radio is the biggest, baddest thing since sliced bread. Just honest advice on how you attract more profitable customers and grow. Radio is helping my clients do that. Let’s help you do the same.

Have a great day! Hope to talk to you soon.

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

You Paid Too Much For Your Fireworks

/ Duane Christensen
Image courtesy of "graur razvan ionut" / FreeDigitalPhotos.net

Image courtesy of “graur razvan ionut” / FreeDigitalPhotos.net

I got annoyed the other day, listening to all of the fireworks ads.

Yowza! If there’s any industry who needs to “say something different” in their ads…it’s the fireworks people. You know the ones with the big red, blue, yellow, white, or black buildings?

Here’s what they tell you…

“The lowest prices, the biggest bangs, in the big (insert color) building.” yada yada yada

Then, I heard this in one of them…

“If you didn’t get your fireworks at the big blue building, you paid too much.“

Then, a few minutes later, I heard another advertiser say this…

“If you didn’t get your fireworks at the big black building, you paid too much.“

Now, I’m confused.

Do you know where I got MY fireworks this year? At the smaller fireworks shop that was closest to where I live. Did they have the lowest prices? I have no idea. Even if I paid a couple bucks extra for the $57 of bangers I picked up…whatever. They were really busy for about two days before the 4th of July. And I’m sure they didn’t advertise.

Listening to all the fireworks ads, I thought, “There’s no way these places are getting much ROI from these ads.” These advertisers are trying to persuade us to go to their establishment based on price mostly – which there’s no way that fireworks prices differ that much between buildings. Or they’re trying to tell us that they have the ultimate boomers and sparklies to light up the sky. I don’t believe it.

So, what would I do if I owned one of these places? My radio ads would let people know where I’m at… “Hey if you live or work near (insert location), stop by and let’s get you all set up for your Independence Day celebration.” My radio ads would also let people know that most fireworks are going to cost pretty much the same wherever you go…so you might as well shop at a place with some friendly smiles and free “big daddy” punks.” (or some kind of freebie that you give them with every purchase)

But the biggest way to make a fireworks ad go a long way is to make the WHAT YOU SAY and the WAY the ad is voiced totally different from every other fireworks ad. Don’t make it sound like the monster-truck-sunday-sunday-sunday! ads. Just tell it like it is. “Yup, we sell fireworks just like the 50 other places in this town. And the prices aren’t really that different. We’ll greet you with a smile, give you the help you need if you want it, and thank you for your business when you’re done shopping.”

Call me crazy…but that kind of message would stand out against a crowd of fireworks ads who all tend to be saying the same exact thing.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

Radio Advertising: How To Find Success and Results

/ Duane Christensen

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/

Frequently Asked Questions

/ Duane Christensen

Frequently Asked Questions

I think most FAQs are dumb. So, why not try to create one that's valuable to someone? This is a work in progress.

I think most FAQs are dumb. So, why not try to create one that’s valuable to someone? This is a work in progress.

How much does radio advertising cost?

It varies. The thing is…you’re not a “cookie-cutter” business…so we don’t provide cookie-cutter advertising solutions. It’s custom. You might need 60-second ads telling stories about you and your business to make people feel best about you when they need what you sell. Or maybe 30-second commercials are ok. There are even 15-second sponsorships to consider. And the number of competitors you have and how much advertising power or “voice” they have in Sioux Falls is a factor in how many ads you need to be airing each week to take a bite out of their market share. But don’t be afraid. We’ll talk. You’ll ask questions. I’ll ask questions. And get to the bottom of what it will take to make your Sioux Falls radio advertising work!

Which radio stations should I be on?

This is a question that’s kind of important…but not as important as you might think. At Results Radio Townsquare Media we have 8 radio stations. Stations that cover a

pretty wide variety of people. But you never really know exactly who’s listening to what. There are Grandmas listening to… >>>

>>> Read the rest here. http://duanechristensen.townsquareinteractive.com/frequently-asked-questions/ OR…if you’d rather read about something else besides the rest of the FAQs…poke around some other page of the site.

I’m sending you to my Townsquare website because there is a whole other hodge-podge of info there that a small business owner might like to see…instead of trying to cruise through some of these blog posts looking for answers. Ya know?

And if you’re a radio person or marketing person who reads this… let me know if you approve of anything or if you might disagree with something. I’m open to opinions and discussion!

AND…if there’s a question you’d like added to the list…let me know. I just added it, so I’m sure there will be more and more added to the list over time.

Thanks!

Duane Christensen

Results Radio Townsquare Media guy (who writes this Sioux Falls Radio Advertising blog at 11:15 p.m. on Wednesday nights)

605-940-7984

http://duanechristensen.townsquareinteractive.com/

 

You Put Ketchup on Your Fish Sticks?

/ Duane Christensen

I was 7 years old. My sister and I were staying overnight at Aunt Jackie’s and Uncle Dave’s. But I need to give you a brief glimpse of who Dave is…before I get into the fish sticks.

Image courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Dave had a sprint car photography biz back then. He had a darkroom in the basement. A dark darkroom. So, every once in a while I would tag alongside him while he developed his photos. Eventually, he taught me how to develop photos in complete darkness. The steps to take, the chemicals to use, the timing, the care, the precision…everything. I thought it was pretty cool. I respected Dave. He was fun. He let me try stuff, ya know?

Dave’s a Vietnam veteran. I think he saw too much. I’d love to ask him about it sometime…but I’m not sure if he’d be up for that.

Dave built cars, raced cars, fixed cars, and adored cars. He always teased my Mom saying he wanted me to drag race. Oh…I could only imagine. I never got into racing though. Mom always said something like, “Over my dead body.” Ha.

Dave was an Air Force recruiter for a while, too. He’d send me photos of awesome jets and bombers from Abilene, Texas, and cover every inch of the back of the photo with all the specs of those planes. I was in heaven. I’d memorize every detail and hang’em on my bedroom wall.

You probably understand by now that Dave did a lot of things. He wasn’t afraid to give something a whirl. To just “go with it”. It’s a quality that works for some, and for others it scares them to death. Some of him probably rubbed off on me…except I’ve really only been dreaming about things…not DOING them. Some day, right?

So, back to the overnight stay. Aunt Jackie made fish sticks. We each had some on our plates. Then, Dave grabs the fat, glass ketchup bottle, globs a pile on his plate and proceeds to dip his fish sticks in ketchup. Immediately, I said, “You put KETCHUP on your fish sticks?!?!?!?!” …with a scrunched up face. Dave said,

“Are these YOUR fish sticks?”

I said, “No.”

He said, “Am I telling you to put ketchup on your fish sticks?”

I said, “No.”

He said, “Then, maybe you shouldn’t worry about it.”

Wow.

I’m 38 years old. And I still remember that exact moment. But why? Was it a shocking event? Was it disastrous or monumental? No. I think there’s some deep, meaningful thing there that might have changed my life just a little bit. Even if it was just steering me a degree or two back towards “the road”…it meant something. Why else would that memory be burned in my brain?

I’m thinking that I was getting to the age where I might need a few extra attitude adjustments. Or “checks” on my mouth. Is THAT moment why I’m more open-minded today? Is it part of the reason I respected my elders growing up and still do today? Or why I don’t judge as harshly as others seem to?

I don’t put all of that “education” on Uncle Dave…my parents did a heck of a job raising a kid that knows the value of hard work, love, and discipline. I’m sure it’s a series of little events from the time we’re toddlers until the day we die…that makes us who we are. I’m glad Uncle Dave participated in a few of my “little moments”.

Whether it’s in your business, your advertising, or in your life…there are things worth worrying about…and there are things that you shouldn’t be throwing such a fuss about. You may be ready to take some leaps of faith, but your friends or family are holding you back. They say it’s too risky. They say you’re a fool. They say that your advertising is too “in your face”. Are you asking THEM to do the things you want to do? Nope.

I say…let’s go ahead and put ketchup on our fish sticks!

That memory floated to the surface a few days ago and I couldn’t get it out of my head. I suppose I was meant to share it then, eh?

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

Wouldn’t you rather be remembered… instead of a random option among your competition? I help businesses “say it better” in their advertising. Your advertising MESSAGE holds more power than any other element in the advertising “formula”. 

Your Radio Headline

/ Duane Christensen

Sioux Falls Radio Advertising blog…

Your Radio Headline

“It all starts with the snotty noses and green boogies.”

“I talk trash all day long.”

“Chainsaw juggling…”

“We have some fantastic sewing machines that are barely street legal.”

Image courtesy of "Ian Kahn" / FreeDigitalPhotos.net

Image courtesy of “Ian Kahn” / FreeDigitalPhotos.net

“When your car gets a case of the crinkles…” 

“What did the dog psychologist say to the dog patient?”

“Every year, there are more than 40,000 toilet-related injuries in the U.S…and I hope I’m not one of them this year.”

THESE are just a few radio ad headlines from past ads that my clients were daring enough to go with. They may not seem “daring”…but you wouldn’t believe how “SAFE” most business owners want to play. And if it came right down to it, I bet you would hesitate for a minute (or a week) before you gave the OK on one of these headlines.

But you know what? A headline that catches people’s attention like these…is part of the formula. Yes. I have a formula. Or I think it’s about 4 or 5 different radio ad formulas. Subconscious though. I wouldn’t now how to even explain them.

For example…

I don’t even remember why chainsaw juggling came to mind…but it caused me to compare chainsaw juggling to all of the things small business owners juggle every day.

I pictured in my mind what a smashed up car looked like. It was crinkly. So…that’s where the “crinkles” line came from for the body shop ad.

And what better way to lighten up a “psychology conversation” than with a dog psychologist joke?

I’m not a good organizer…I’m not a list maker…I’m not an accountant… so I think that makes me better at some of the creative stuff. Of course, I still have lots to learn. Even though I’ve been writing radio ads for about 9 years, I can see how I improve year after year. If you don’t strive to improve and learn consistently, you’ll get left in the dust. I don’t plan on getting left in the dust, I plan on being ahead of as many marketing people as I can. But… (I’m off track) back to the HEADLINES!

Don’t be afraid to be different with your headlines. They’re like the ad for the rest of your ad. If you don’t hook’em at the beginning…you’re screwed. And then…keep ’em interested all the way through. Don’t bore us to tears with the rest of the ad. Tell me something I don’t know. Tell me something that could cause me to make a new decision based on new information. Then wrap that around strong words and voices and inflections and realness and sincerity. A bit of humor doesn’t hurt once in a while either (but don’t go overboard – most national advertising is all humor and no selling – big fat wastes of money).

So, that’s the end of this hodge-podge blog post. Maybe my headlines I listed could give you a few sparks of your own. Just don’t be too “safe” with your headlines and your advertising in general. Being too “safe” is what will let your competition pass you by.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

(I work for Results Radio Townsquare Media – call me)  🙂

605-940-7984

duane.christensen@results-radio.com

…

8 radio stations – radio commercial writing and production – strategy – sales – yada yada yada (whatever is right for you…that’s what we’ll do)

Of course you have questions. Rates? Cost? Stations? Just ask.

Up For Grabs

/ Duane Christensen / 1 Comment

I absorbed a Roy Williams (Wizard of Ads) Monday Morning webinar thingy recently. He said something once about all the people “up for grabs”. So, it got me thinkin’.

Up For Grabs

Image courtesy of “Sura Nualpradid” / FreeDigitalPhotos.net

There are a lot of people “up for grabs” …if only you would say something to them that doesn’t completely insult their intelligence.

“Up for grabs?” you say?

I don’t care what size of market you’re in… the majority of the advertising could be a heck of a lot better. Which means the ads aren’t working too well on people. These people are “up for grabs”. You could begin a well-thought-out advertising plan to win over a healthy portion of those people.

These are people who don’t know WHERE to go for a product or service… so they search the internet. And what do they usually find? A list of hopefully relevant businesses in which they most likely know nothing about. It’s a crapshoot. See? They’re up for grabs!

Now… if you only knew what kinds of things you should say in your ads, right? What could you say to people in your small business advertising efforts that would be the start of a profitable long-term relationship?

Hint: It’s not about you! It’s about THEM. How can you help them? How can you tap into their emotions so they begin to trust you before they even meet you?

You can’t make a friend by announcing, “Hey! I need a friend!” And successful advertising is no different.

There are more people “up for grabs” than are not up for grabs. It’s a big number. Why not go after the lion’s share of that group? These are people who would love to trust a good company like yours.

The biggest difference maker you have in making your advertising work… is saying something in your advertising that will “move” people.

SAY SOMETHING RELEVANT.

SAY SOMETHING SINCERE.

SAY SOMETHING MEMORABLE.

And I usually like to do those things with Radio. Oh my gosh…radio still moves a lot of mountains for local businesses! Yes, the world has more “audio options”, but the numbers (the people listening) have remained constant. The “other options factor” just means that we need to be even more focused on creating a better advertising message (no matter where you advertise).

Don’t bore people’s socks off. Either you have a revolutionary / unique / eyebrow-raising point of difference to share with audiences OR you need to lasso people’s emotions and help them love you before they meet you.

So…who’s ready to talk to that big group of “up for grabs” folks?

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

 

Advertising Small Business Wonderfulness

/ Duane Christensen
1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

Bill Cosby released a comedy album in 1966 called “Wonderfulness”. What a great title. Just the word itself makes you want to listen to it. But do YOU have wonderfulness?

Do people know all the WONDERFULNESS that your product or service can deliver?

What do you DO for people? Think about that question. Go deeper than the obvious, “surface” answers. Figure out what you really DO for your customers. Figure that out first.

Then, how do you tell them?  How do you advertise?

If you begin “shouting” at folks about what you sell, you WILL be ignored. You’ll be ignored because thousands of others like you are doing the exact same thing.  Your words have become mere background noise.  Static. Annoyances.

Advertising can drive sales. Advertising can double your sales this year. It CAN if you scrap your current, non-producing ad plan, and start fresh.

WHAT IF…

What if you talked to your prospect about what’s going on in THEIR life?  What if you talked to them about what is truly important to them?  Or about something they wish to fix.  About pain they want to be rid of?  About something that can make them feel happy.  Something that will better their lives.  ??

Because isn’t THAT what we all want?  To be happy – successful – respected – loved – content – admired – free of stress – financially secure – independent – healthy – attractive – comfortable – safe – secure –     etc., etc.

What people want…is to better themselves.  So, tell them how your product or service can aid them in their journey.  Will you continue to tell them in the same ways as most other businesses do?  Will you continue to say the same things?  Will you continue to hope and pray that a Facebook page is all you need?…that it’s the magic potion you’ve been waiting for?

Define your TRUE customer, find out what they REALLY care about.  What “moves” them? What WONDERFULNESS can you share with them?

Have a day full of wonder!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

Home

Is Buying Radio Advertising Like Buying A Car?

/ Duane Christensen
Flat tire of old car image courtesy of "Toa 55" / FreeDigitalPhotos.net

Flat tire of old car image courtesy of “Toa 55” / FreeDigitalPhotos.net

When you buy a car…you don’t ever have a question whether it will work or not. And if you have doubts, you can test drive it. But I still think most people take more time in buying a vehicle than buying radio advertising. And with still much of the radio advertising I hear…there’s no way those ads are working. But you still buy radio ads without a glimmer of hope? And this isn’t just RADIO advertising, it’s ALL local advertising. A lot of the local, small business advertising is pretty nasty.

If you needed a good vehicle to get you from point A to B…you wouldn’t buy one that didn’t have an engine in it, would you? Then, why buy advertising that doesn’t have an “engine”?

Have you purchased so much local advertising that hasn’t worked, you’ve completely given up hope of finding some that does? You don’t have to keep throwing money at the next shiny, new advertising or marketing gimmick, praying that something sticks. I know I’ve written this hundreds of times – it’s not WHERE you advertise, it’s what MESSAGE you’re spreading within your advertising.

Don’t spend another penny until you’ve nailed down what kinds of things you can say in your advertising that people actually care about and will pay attention to.

Think of how fast everything online is changing. Think of all the social media things you could be doing. Should you DO all of them? Nooooo!!!! Pick a couple, and do those WELL. Don’t move on to the next “big thing” just because it’s new. You never figured out how to do the last thing right, why switch tracks and start the process over again? I’ve seen it in radio advertising too. Someone switches radio stations all of the time because they believe THAT is what will bring results – a better audience. They’re all people. You just haven’t found anything worth a darn to say to all the people. (let’s figure that out)

There’s a formula in advertising that works. But if you don’t put the lion’s share of your effort into your advertising strategy and message, that formula dies.

Wouldn’t it be awful if buying a car was like buying advertising? You wouldn’t ever be sure if it could even drive off the lot, let alone get you home. I’ll make it easier on you. I’ll help you be confident in a plan before you’re ever asked to write a check. I don’t study how to sell something one time. I study how to make your advertising work – and keep working. And working. And working.

After you and I talk, I feel that you’ll take a big breath of relief. “Ahhhhh.” And then say, “Finally. I think we’re on to something.” (instead of having to look up to the heavens asking for your advertising to work this time).

Thanks for reading. Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My Sioux Falls Radio Advertising blog

https://siouxfallsradioadvertising.com/