Radio Advertising Advice for Beginners

Those who have never advertised on the radio…but are considering it…have questions.

Beginner (Studying)

Image courtesy of “stockimages” / FreeDigitalPhotos.net

But if you ask the wrong person those questions, you’ll get a big bag of answers that have nothing to do with making your advertising actually work. You want your radio ads to work, right?

You might be told about gross rating points or cost per thousand. But don’t get hung up on that. That still has very little to do with making your advertising work. If you’re not familiar with the radio stations in your area…or the size and estimated “listenership” of your local radio stations…ask around.

You might also get pounded with more information than you care to…about station demographics. Again, don’t obsess over this. There’s not one radio station who “owns” a particular group of listeners. Nobody “owns” women, age 25 to 54! You’d be amazed at which stations people listen to.

Most advertising salespeople won’t talk to you about what it takes for advertising to be effective. They’ll sell you on “the bling”, or their demographics, or show you a snappy “ad package” (loaded with tons of bonus value that isn’t really that valuable), or Powerpoint you to death with graphs, charts, and statistics.

If you find someone who talks to you about what your ad / commercial / message actually communicates to the public…then you’re on the right track. Because even if you advertise with the biggest, “baddest”, advertising medium in Sioux Falls, it’s still going to be a waste of money if you’re not saying anything that will help persuade someone to do business with YOU instead of your competition.

“The advertising message” and the “strategy” is what should be given the lion’s share of attention. And that’s what I specialize in. I’m not a great salesperson – I just love creating advertising that helps local business owners in Sioux Falls take a bigger slice of the market. If I don’t think I can help you…I’ll tell you. But chances are, after we talk a time or two…I’m going to start coming up with ideas and angles that you’ve never considered. These will be ideas to get you noticed, attract new customers to you, and get you towards the top of the short list of businesses that people will think of FIRST when they’re considering buying what you sell.

You want solid advice about advertising. You want to know that your advertising dollars are invested well. It all starts by not obsessing over things like demographics and other numbers that are easily twisted. Of course, some of that information is important to a certain degree, but not to the level that you’d think. Focus first on what you’ll say to your prospects.

If you’re a plumber or a furniture store or a car dealer…and you had someone on the phone or face to face…would you feel comfortable reading them your radio script? Doubtful. Your advertising needs a human factor to it. When you stop treating people like sheep in your advertising, they’ll respond better to your ads. People want to feel they can trust you before they do business with you. And a “typical” advertisement that you’re used to…isn’t going to do that.

Let’s make friends with some new people…and then watch how many of them decide to buy from you.

Have a great day!

Duane Christensen (your local advertising resource for non-B.S.)

Results Radio Townsquare Media in Sioux Falls

605-940-7984

My Radio Website: http://duanechristensen.townsquareinteractive.com/

Which Plumber Would You Choose?

I’m going to give you parts to two different ads for plumbers. Then you be the judge on which you’d be more tempted to choose.

Plumber #1

We were at a restaurant, and my brother said, “We’re plumbers…why don’t we start our own company?” You see, at the time my brother and I were both plumbers working for different plumbing companies. We’d been doing it a while and always took note of things that we thought should be done better. Whether it was better employee policies, work ethic, or how our bosses never taught anyone to treat the customer really well. So, we were sitting at the restaurant and we started writing possible names of our new plumbing company down on a napkin. We had about 12 awful names written down when I thought, how about the name of the street we grew up on as kids?…..

And so on…you get the picture, right?

Plumber #2

At B & D Plumbing, we can take care of all your plumbing needs. You’ll have peace of mind knowing that we’ve been in business for 16 years. No matter if it’s a broken faucet or a toilet that needs replacing, you can call B & D Plumbing to get the best service in town. Our trained technicians will take care of you no matter your plumbing trouble. B & D Plumbing is proud to be your Sioux Falls plumbing leader for years to come…….

So, you obviously can see the difference in the two ads. The first one is telling you a story and you’re getting to know that company and what they stand for. The second ad is what you hear every day from almost every local business in Sioux Falls that tries to advertise with radio, TV, newspaper, or whatever. It’s what you get when you think all advertising is the same and choose your advertising based on your favorite radio station, price, or by doing what you think advertising is supposed to be.

Which plumber would you choose?

I’m guessing you’d pick the plumbers that told the story over the other. And I’m also going to tell you that if those radio ads were actually running on the radio, you wouldn’t have even heard Ad #2 because your brain would have said, “Who cares” about 8 seconds in…and directed your attention to something more interesting.

If you’d like some more tips and advice, please subscribe to this blog. Or don’t be afraid to email me any questions or comments you might have. I’m in this business to help small business owners attract new, profitable customers. If I can help you out, I’d love that. I’d be honored.

You can even check out the new book I wrote here… http://www.amazon.com/Bigger-Slice-Local-Advertising-ebook/dp/B008IAOZXC  It took over a year to write and re-write and go back and forth deciding if I should actually publish it. Some of my biggest supporters told me to just go for it. So I did. And it feels good to have something out there that can help educate small businesses on a more effective way to advertise.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog