4 Common Ways to Do Radio Advertising THE WRONG WAY

radio advertisingHere are some great ways to make sure your radio advertising does NOT work for you…

1.  “Let’s try it for a couple of weeks and see if it works.”  

If you’re going to do this, it better be a Help Wanted or a Sale ad and you better have about 8 to 10 ads running a day. Radio’s big strength is constant, consistent brand building. And be prepared not to be completely Wowed for 2 to 6 months. And then… plan to be elated at the end of Year 1.

BUT… that’s ONLY if we take a tedious, creative, and intelligent approach to the message we’re putting out to the public. My specialty is figuring out what we need to say in your ads so your radio advertising works… and you grow because of it.

2.  “We just want a straightforward Radio Ad with the facts.”  

I heard this one the other day. He’s a fairly new HR guy. They’re doing some Help Wanted advertising. This local company has been using radio for recruitment advertising with me for about 8 years now. And it’s worked for them because we’re bold and creative in their radio ads. But the new guy just wants something “straightforward”. And we’re changing the ads from 60 seconds to 30 seconds. Ok, I’ll give him a break. He’s new. He doesn’t know that we went through this trial and error phase 8 years ago. The fact is… people like to be entertained. Especially, when they’re listening to the Radio… because that’s why they turned it on in the first place. So, if we weave a persuasive message into an entertaining and Non-Ignorable radio spot, it’s a win. It gets heard more often. It gets remembered more often. Radio listeners get weary of radio ads aimed only at their logic. When you add emotion and entertainment, that’s when the real results show themselves.

3.  Not taking your competition into account.  

If you create a radio campaign without “strategy” in mind, your ads won’t work as hard as they could for you. So, you have to think about how you compare with your competition. Where are they strong? Where are you strong, where they are not? We need to “open a wedge” where you stand above your competitors. We need to highlight the points where you shine. And those points need to be things that people really care about.

For example, I have a banking client who’s on a consistent yearly radio plan. They’re a smaller bank with multiple locations that 1) answers the phone when you call, 2) is small enough where the employees know who you are, and 3) cares more for the individual. Our strategy is to highlight the shortcomings of the big banks – like customer service and always having to wrestle with automated phone systems… and then explain why you’ll be happier at a smaller bank. We’re using humor and also reminding people of how it used to be and that they can have that level of service again. We’re also going to possibly incorporate some good testimonial ads into that mix of humorous ads very soon. At least, that’s my vision. Getting customer testimonials isn’t always easy.

If we just gave a laundry list of services and cliché lines about customer service and a knowledgeable staff, the ads would never get any attention. They would be ignored. And the radio advertising wouldn’t work.  No matter where you advertise, it’s ALL about the message and the strategy within your ads. And radio advertising is one of the best places to create messages that have a huge impact with listeners.  Why?  Because of the massive range of creative angles, “theatre of the mind”, the power of sound, and versatility.

4.  Getting too technical about demographics and the radio stations you choose.

Most radio stations would work for a good, local branding campaign. Yes, some might have a few more listeners that seem to be in your “wheelhouse” of the demographics you’re looking for… but barely. Don’t try splitting hairs.

Consider a demographic range for many radio stations… 18 to 35… 25 to 45… 35 to 60+. That’s a pretty big range. You know why? Because you can never tell what kind of music someone enjoys. Or whether they prefer Talk Radio over a station that plays music. And most people have 2 to 4 favorite radio stations. There’s not one radio station, TV station, newspaper, magazine, website, or social media channel that OWNS an audience. People are people. All you have to do is make sure you’re saying something in your ads that people might actually care about. THAT is when your advertising will start working. It’s not about WHERE you advertise. It’s about what you SAY in your ads. I don’t mean to be a broken record about that (well maybe I do), but it’s the most important thing that business owners and “marketing people” need to understand. Your advertising results depend on it.

Radio just happens to be one of the best mediums in order to place your well-crafted, entertaining, and engaging advertising message.  Why?  Because it’s a “friend”.  It’s a place we turn to for information and entertainment.  Every day.  And 90+% of people listen every single week.

YES… I could keep going with reasons to do radio wrong… these just happen to come up a lot in my many years of experience in the local advertising arena.

Duane Christensen

Results Radio Townsquare Media - Sioux Falls

duane.christensen@results-radio.com

 

 

Placing Your Sioux Falls Radio Ads-You’re Doing It Wrong

how to schedule radio ads

You want control.  You want the best bang for your buck.  And you think that radio listeners have the same habits that you do, or that more people listen to the radio at 7:45 AM than they do at 3:17 PM.  Because of that belief, you may think that you want your radio ads placed in specific times throughout the day.  And I’m here to tell you it’s a waste of money.  You’re going to be paying a lot more for those “specific time frames” when scheduling radio advertising… and it won’t put your ads in front of more people.  Possibly less.  

Don’t confuse how to place ads on television with how to place ads on radio.  It’s not the same. Don’t believe that everyone has the same radio listening habits. They’re listening all throughout the day when their unique schedule allows because they want to be entertained and feel good.

Radio listeners are habitual with their listening in most cases. Meaning, they tend to listen during the same times each day based on their work / life schedules.  But everybody’s daily lives are different.

Some people listen for 15 minutes on the way to work, 15 minutes on the way home, and any other time they’re in their car.  Others listen for 3 hours each morning to their favorite morning show… then, might switch to another station or two or three for the rest of the day.  Some are in LOVE with their radio station and would never change the dial – and listen for 6+ hours a day.  Some listen to satellite, pandora, music on their phone, spotify, AND local Radio.  Some listen to our stations online.

(But guess what? 90+% of adults listen to local radio every week.)

You can’t predict when someone is listening.  Just like you can’t predict what day someone is more likely to be ready to buy your product or service.  Sure, there may be some hours that might get a few more listeners here and there.  But we’re not talking about huge swings throughout the day.

If you want to advertise during specific times of the day, you’re only reaching those who habitually listen at THAT time of day.  You’re missing the others, who can’t tune in at that specific time.  A lot of others.  So, you’re shrinking your audience.

The same goes for the question, “Which days should I advertise?”

You may want to place your ads on Thursdays and Saturdays because those 2 days are your highest sales days.  Sure, if you’re a convenience store and have a sale on milk on those days.  But not if you’re selling something with a longer purchase cycle.

Usually, only a couple percent of people are in the market to buy what you sell at any given moment.  So, your best use of advertising is to advertise to those who will need you months from now.  It’s a MUCH bigger group of people.

The goal is to win people’s hearts long before they’re in the need for what you sell.  Then, when they NEED what you sell, they automatically make YOU one of their top choices because you made them feel good about your company.  Because you gave them confidence that their money will be well spent.

And that didn’t happen because of the Radio Ad you placed between the Noon and 1pm hour on Friday.  It’s because of the ads they heard at all times of the day for the past 3 to 6 months!

I don’t care if they came to your store and said I heard your latest radio ad.  They also heard the last 5 or 6 ads you aired that led them to this moment of choosing YOU.  You won their hearts and trust with multiple ads and stories.  Not just ONE.

They may have also seen an online ad, newspaper ad, or Facebook post, and told you THAT is why they came in your store.  But they didn’t tell you about the dozen radio ads that were subtly telling them why YOU would treat them right and be their friend in the business.

They may have decided to even Google your business name because they heard about you and wanted to know more.  So, they went to your website and sawn that you were legit and seemed like a worthy local business they could trust.  And when you asked them how they heard about you, they say they “Googled you” or “visited your website”. But they didn’t tell you about your Radio Ads they had been consciously or subconsciously hearing for the past 17 weeks.

Don’t try to predict when someone will be listening to the radio or when they will be ready to buy.  Just place your ads all throughout the day, every day, every week, and they will remember you when they need you. That is IF… if if if if… you’ve been telling them about yourself in ways that invoke trust and a good feeling about your business – not just a laundry list of what you do or buy telling them that you have the best products and service.

Your ads need to entertain and persuade at the same time.  It’s not easy to do.  But when you DO… good things happen.

The SECRET SAUCE is in the ADS themselves.  Not the times that you place your ad.  You want an ad schedule that reaches people all throughout the day at all different times.  THEN… you’re reaching the entire audience – not just a little sliver.  THEN… you can worry about more important things… like making sure your advertising message doesn’t go in one ear and out the other without making an impact with that listener.

Radio is the ultimate social media.  People listen to learn about what’s going on in their community and be entertained.  So, do the same in your radio ads (teach them and entertain them), and they won’t even feel like “ads” to the listeners.  THAT is when you WIN.

Give me a call and let’s discuss how to finally make your advertising budget start working for you.  Can’t wait to meet you and learn about your business.

Duane Christensen

Results Radio-Townsquare Media – Sioux Falls

605-940-7984

duane.christensen@results-radio.com

Radio stations in sioux falls

Sioux Falls Radio Advertising - Duane Christensen

Local Marketing When You Have Ample Competition

advertising and marketing sioux falls

It’s the week that two more Sioux Falls restaurants are closing.  It’s possibly some evidence that they could have used a good radio advertising campaign, eh?  I never heard one from either of them.  Actually, they needed a good marketing consultant.  Someone who could be trusted to give them the honest truth – good or bad.  The truth that their customer service or their menus needed a bit of improving.  They needed someone to consistently be their 2nd set of eyes.  Every business needs that. 

First of all, there are about 17 billion restaurants in Sioux Falls, South Dakota.  You almost need an act of God to make it last.  But I don’t want this blog post to be specifically about restaurants.  It’s about those who have a pack of wild dog competitors… all fighting over the same pie.  

ANY BUSINESS with ample competition, could benefit greatly from a long-term, consistent radio campaign.

I think of the dentist that I’m working with to eventually get them advertising on the Radio.  (There are almost as many dentists as restaurants, I think.)  As I was gathering some information and doing my research, I noticed this dentist had about 10 Google reviews.  4 of those reviews were terrible. Like BAD BAD.  I brought it up to them.  I advised that they fixed whatever issue was going on, and start burying those bad reviews with good reviews before they started their radio advertising.  I didn’t want people who heard the radio ads to then find their phone number and location on Google, and have their poor “review star average” sabotage the radio campaign right from the start. 

When you have a lot of competition, everything needs to be pumping on all cylinders, otherwise you’ll fall hard and fast.  If we had started their radio ads too soon, it would have only brought more eyeballs to their bad reviews, helping them to eventually go out of business.

Let’s pretend you have all your ducks in a row, and are ready to get going with a better marketing plan…

The easy part is to set your budget annually for your radio campaign.  Radio’s superpower is unleashed when you schedule your ads 52 weeks per year.  We’re BRANDING here.  We want to stamp your business name onto the brains of consumers.  When they need what you sell… we want them to think of YOU.

I can make this work for you.  Period.  If you’ll give me the time to do some digging and get to the bottom of what you do best, how you do it best, and how your best customers feel about you… I can help you make the next year and beyond… better than you’ve ever experienced.  Especially, if you’re frustrated with marketing and advertising.  There are so many choices out there!  And they all try to make you believe that you MUST buy advertising on their medium.  It’s not true.  You can’t do it all.  You can’t afford it.  Especially, when most of it doesn’t work.

When you focus your advertising efforts on just a couple of things (instead of dozens), then you give yourself a chance to succeed.  When you run a business that sells products or services to the masses… then, mass media is where you should put the big part of your budget.  And when Radio reaches 90%+ of people, doesn’t that sound like a great place to start?

I mentioned the easy part was setting your ad budget annually, and starting a 52-week radio campaign.  The harder part of your “advertising success equation” is the creation of Ads that actually work.  It’s the harder part because it’s the most important part.

Your ads can’t sound like every other ad.  Your ads can’t sound like a newspaper ad read into a microphone.  There are a bunch of ways to do advertising the wrong way, but only a few ways to do it the RIGHT WAY.  Radio is for entertainment.  So, your ads need to have an “entertainment factor” included in them.  They also need to hit the emotional hot buttons of your potential new customers.  If you remember that your ads are NOT ABOUT YOU, but about your customers… that’s one of the most valuable lessons you can learn about marketing.

Whether you’re a restaurant, a plumber, a mattress store, an auto dealer, a roofer, a medical center, etc., you need to talk to the needs of your potential new customer.  Make them feel something.  Make them feel comfortable with you before they even meet you.  Increase their trust in you.  Decrease their risk of doing business with you.  Make them feel at ease.  Cause them to LIKE you.  Cause their eyebrows to raise a bit by something you share with them.  All you’re trying to do is make friends with new people.  And one of the best ways to do that in your radio ads, is to tell them stories, be vulnerable, be transparent, be funny, be honest, and talk to them about the things they care about.  Most importantly, be human.  Don’t be an annoying salesperson in your ads.

Because when your ads sound like “ads”… people ignore them.  They don’t even know they’re doing it.  Our brains do it for us.  Automatically.  

Another way to break down some barriers and increase the “trust factor” is to have someone from your business be the “voice” in your ads.  Either the business owner or manager, preferably.  Let me explain something first about how our brains interact with “ads”.  Your brain filters out things that you don’t need.  It scans your environment for relevant items.  It tells you to ignore irrelevant ones.  And advertising is usually in the irrelevant category.  But your advertising can sidestep a brain’s “gatekeeper” by not sounding like typical advertising. 

By voicing parts of your own radio ads, it provides a built-in level of trust that will speed up your radio advertising success.  Wouldn’t you agree?  Who would a consumer potentially trust more?  A “radio voiceover person” who has nothing to do with your business and is just reading the script that they were given… or someone from your business?

Are you thinking… who the heck is going to write my radio ads?!

I am.  It’s what I’m trained to do here at Results Radio. 

We’re constantly learning and training on how to make your advertising work.  And the #1 “making it work” factor is the writing of your radio scripts.  It’s what I love to do.  Once we have the strategy figured out… and the direction you’d like to go… then we grease up the wheels and hit the Start button.

It’s exciting.  And then, it’s not.  Because you want your advertising to be like a switch you flip On and Off.  But remember… you’re branding.  Radio’s superpower is getting people to remember you first when they need what you sell.  And getting your business name (and what you stand for) stamped onto consumers’ brains… takes some time.

You need to give your radio advertising campaign at least 3 to 6 months for the ball to start rolling a little easier (Depending on the purchase cycle time for your product or service).  Not that you won’t get some people acting right away because of the ads that they heard… but the majority of your new customers will come later.  Building trust takes time.  Making new friends takes some time.  You’re planting seeds.  And that seed needs a time to mature.  And then, once harvest time comes… it gets exciting again. 

When you do this right, your competition will know something is happening.  You’ll be taking a bigger slice of the pie.  Their slice.  And that’s good… because you’ll be treating your new customers better than anyone else could.  Right?  Right.  And when that happens, you’ll be on your way to some pretty eye-opening growth.  Growth that you’ve been seeking, but couldn’t find.  Until you discovered the power of sound in your advertising.  The power of good radio.

Ready?    

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

duane.christensen@results-radio.com

 

Radio Advertising and Marketing Sioux Falls

A System For Sales

“They” say you should have a system for selling.  “They” meaning experts, I guess.  But here’s what I’ve learned through my selling career.  You have to find your own system that works for YOU.  Something canned or scripted out the same way every time… is a bunch of baloney.  (yes, baloney, not bologna)

I don’t usually do huge, elaborate proposals.  I talk to people and get them to trust me.  That’s my thing.  That’s what I’ve figured out works for me.  My personality, transparency, and “regular guyness” shines through.  After a few encounters, and sometimes after the first face to face meeting.  People trust me.  That’s the #1 hurdle.  Earning trust.

The other day, after just one meeting with a new prospect, I called and discussed some things over the phone with her.  I wasn’t proposing anything, I just ran through some rough options and explained why they could be good for her.  She said, “Let’s go with whatever you think is best. I trust ya.”  That doesn’t happen because I flooded her with research, industry articles, graphs, or fluff.  I learned as much as I could about her business, then I put myself into her customers’ shoes, and went from there.

But I’m only able to gain trust with people through simple conversation because I know my craft.  I know what it takes to make advertising work… and how to go about it.  There’s never a “push”… just good questions… and better listening.

Hey… some salespeople need to have a presentation all mapped out and rehearsed over and over.  That’s great!  That’s probably what works best for most people.  But not for me.  I’ve learned that from my sales experience through the past 15 years.  I found what works for ME.  And you need to do the same.

Maybe if you’re new at “this sales thing”… you have to try a few different approaches.  Of course you do.  You’re going to need to work your ass off for starters.  You’re going to have to put extra time in for the first couple of years, especially.  But you’ll learn a lot of things through that.  You’ll learn what feels comfortable for you… and what works.  That’s my point.  Whatever works for YOU.  There are managers out there who think you should do it just like they do.  I don’t agree.  At all.

Sales is a about trust.  If you know your stuff, know how to deliver results, and can help people feel comfortable, you’re most of the way there.

Could I initially get a bigger order from new clients?  Possibly.  But once my clients understand the value of what they’re getting from me (great radio advertising that causes consumers to give them a shot), then they eventually spend more with me down the road.  Causing that trust to deepen even more because I didn’t push them too hard right off the bat.  Again, some people would disagree, but I have some pretty loyal radio clients who love what I do for them, and have been with me for over a decade.

I do what’s right.  And I never sell something that’s not needed.  I care for my clients and for their bottom line.  When they realize that… then, the sales process is easy.

BUT MOST IMPORTANTLY… Have a groovy day!

Duane Christensen

Radio sales guy / ad writer / “marketing strategist” at Results Radio Townsquare Media in Sioux Falls.

duane.christensen@results-radio.com

605-940-7984

Radio Sales

Slow Down And Do It Right

radio advertising sioux falls

 

When you decide to advertise… you want to see something happen FAST!

But I’m here to tell you to “Calm down, bro.”  When you “do advertising” the right way, your results will come slower than you want them to. And then in 12 months, you’ll be thinking, “Holy crap! This is pretty dang awesome!”

Since, I’m an amateur farmer who helps his old man out with the crops every Spring and Fall… let me put it to you in terms of farming. When you start advertising on the radio, your ad message is a seed.

You can have low-grade seeds that will yield very little, skip the fertilizer, ignore the weeds, and you won’t make any money. Especially, if you’re in a hurry and want to harvest after only having your seed in the ground for 3 weeks.  This is representative of not putting the right effort into your advertising messages and not giving your advertising plan enough time to mature in the minds of consumers.

The alternative is to have a high-yield potential seed, prepare your soil with the right nutrients, make sure the weeds stay away, and then harvest after the seed has grown and matured.  This is representative of a radio campaign that is developed properly. One that cares about the message that is created and one that allows enough time for those ad messages to really sink in to consumers’ minds.

The best things in life come with time.  Just like a good harvest.

Each radio ad is a seed that’s getting planted in a mind. Will someone drop what they’re doing and buy from you the first time they hear your ad?  Of course not.  But what if you keep saying really great things that they care about? Consistently. Again and again. What if you start getting people to trust you because of the stories, helpful information, and entertainment you keep sharing in your radio ads? Over and over. Consistently. Over time.  Hmmmm?

Those seeds begin to take root and grow.  Those ads start to do their job. They’re sinking in.  They’re sticking in brains.  Then what?

Then, over time… as radio listeners live their lives… they’ll eventually need what you sell. And who do you think they’ll think of when they need the product or service you sell? Who do you think that they’ll feel best about? Who do you feel they will have the most confidence in ? ? ? ? ?

YOU.  Your business.  Your people.  They’ve come to trust you before they’ve even met you because you were being patient with them. You were educating them slowly and effectively about why they should do business with you instead of someone else. But you didn’t ever “hard sell” them.  You went through the process of making friends with them through your radio ads that did NOT sound like typical radio ads.

Your seeds were the good ones.  And you watered and fertilized.  And nurtured those seeds.  You had patience.  You slowed down, gave your advertising campaign some real thought before you started it, then you let it go to work.  Nature ran its course and gave you a harvest that you never thought possible.

Slow down… and do advertising right.  It takes a lot of thought and planning at the beginning.  When you set a marketing budget… and focus that budget on a big group of people (a couple radio stations is a great start!), then that big group of people will start to be won over by your sincere advertising messages.

Warning: Don’t scatter your seeds to the wind.  Don’t glitter-blast them into the atmosphere and hope that the marketing gods catch them and turn them into Thousand-Dollar Bills.  That’s the “spray and pray” method.  It doesn’t work.  If you want the full-blown explanation of WHY that doesn’t work, give me a call.

RADIO is one of the most fertile soils you can find to plant your seeds. The power of sound is amazing when it comes to branding.  We can recite the lyrics to songs we never intended to remember.  We can remember tons of details when those details are wrapped into a good story.

Sound.  Radio.  Good soil.

Are you ready to plant some seeds for one heck of a nice harvest, year after year?

Let’s talk about that.

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

duane.christensen@results-radio.com

Radio Sales

Diversification is for your Financial Portfolio… not your Advertising… kind of… 😃

radio advertising sioux falls

Image by Stuart Miles via FreeDigitalPhotos.net

Have you ever been told that you should diversify your advertising investments? You know… spread your marketing all around to as many places as possible… so you can “reach” the most people?

Don’t get me wrong, I can understand the logic.  But when you stop to truly think about how to make advertising work really well… it’s not logical at all.

Let me explain. Good advertising RESULTS do not come from merely “touching” or “reaching” people with a logo or an advertising message.  Advertising results come from engaging people with your ads. Engaging, entertaining, informing, and persuading. 

But how many people do you think would switch from doing business with one of your competitors and become your loyal customer with only ONE ADVERTISING IMPRESSION? Based on research and my experience, I’m guessing it’s a fraction of a percentage, and that’s being really optimistic.

Have you heard those businesses who advertise on the radio? The ones you hear a few times each week, every month, and every year? They’ve made it impossible for you to ignore them. When you need what they sell… they’ve made it to the top 1, 2, or 3 businesses in your HEAD that you have to either say “yes” or “no” to.  Because of their consistent radio advertising and an unmistakable ad strategy, THEY’VE LAID CLAIM TO A SPOT IN YOUR BRAIN.  It doesn’t mean you WILL buy from them, it just means that you can’t ignore them. They’re one of the top options you’ll consider when you want to buy what they sell.

So, if you’re not one of those advertisers… you’re going to be farther down that list of options to go to… if you’re on that list at all.  If you get onto that short list of businesses who people think of when they need what you sell, it will affect your business growth incredibly.

Radio “reaches” about 93% of adults each week.  So, tell me why you’d want to spread your marketing dollars – no, let me rephrase that – why would you want to SPRINKLE your marketing dollars around here and there and over there… barely making any impact at all in the mediums where you place your ads?

In order to become one of the top choices that people think about when they need your product or service (i.e. branding), you must be consistent with your advertising on the ad mediums you choose. Why?  Because if you’re not consistent, and if you’re not trying to brand your name in the heads of consumers, then you’re only talking to the very small fraction of a percent of people who need you right now.  That means about 99% or more of your marketing dollars are then wasted.  

Wouldn’t you rather advertise to the other 99% of the people who don’t need you now, but may need you in 2, 6, or 12 months?  That’s a huge group of people who you could be engaging, educating, entertaining, and persuading. Over time, who do you think people would want to do business with… the business they know NOTHING about… or YOU – the one who has been consistently whispering in their ear about how YOU can help them?

Side note:  And I’m sorry to say… digital / online advertising won’t make that happen. Not on their own. If you put a small portion of your budget into some online display advertising of some kind, that’s ok, as long as you have enough coverage with your radio plan. Then, your online ads can kind of be a support team to your radio ads. People who see your online ads AFTER they’ve heard your radio ads, will be moved much closer to doing business with you, rather than just seeing an online ad. Click rates are pretty dang low. 

It’s the same thing with being found on the first page of Google in a search query. For example, if I don’t have a “go-to” plumber… and I see 5 or 6 plumbing businesses on the first page of Google… I’m going to first call the one that I feel like I know and trust because of the storytelling or interesting information they’ve shared via their advertising.  Whether they were the FIRST in a Google search or not.  Doesn’t matter to me.  I go with the one I feel most comfortable with.

We’re talking about Branding here… not Awareness.  I’m “aware” of a lot of local businesses, but I don’t know anything about many of them. But the ones who tell me their story and how they can best help ME when I need their product or service… they’re the ones I will consider first. Every time.  

Are you ready to be a household name in the Sioux Falls area? That’s what I’m here to help you do. But just beware… it’s not just about consistency with your advertising… your ads have to engage, entertain, inform, and persuade. And there are not many marketing people who understand how to do that. I do. We do.  

Results Radio devotes much of its training for us to the “writing better ads / creating smart strategies / being remembered” side of things. You won’t find that in many other places around the country. We asked the question, “How can we make our clients’ advertising WORK?” And then, we figured out how to make that happen.

Let me know if you’d like to discuss a marketing plan… and I’ll help you figure out what that plan might look like.  It’s what I do.  

Thanks! Have a groovy day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

duane.christensen@results-radio.com

605-940-7984

Wave After Wave

radio advertising sioux falls

Do you know why it’s important to be consistent with your radio advertising?

Because not everyone is ready to buy what you sell at the exact moment you’re running your ads.

Consumers evolve into the “ready to buy” phase whenever their own stars align. You can’t predict it. Especially if you don’t sell something that’s seasonal.

So… all of those people become ready to buy, basically, at random. WAVE after WAVE. Which is exactly why you need to be consistent with your advertising. Your potential new customers shift into buying mode like the endless crashing of the waves on the beach.

But before that “wave” hits shore, it’s rolling along in preparation.

People go through different shopping phases, possibly for months and even years, before they make a final decision to buy. If it’s something other than food or gas.  This is exactly why consistently whispering your story into their ears on the radio during all those pre-purchase thought phases, research phases, etc., is such a great marketing tactic.

It’s a marketing tactic that is making a lot of our clients here at Results Radio grateful for being taught how to make local marketing and advertising actually work. Of course, there are some ultra-secret elements to getting results for our radio customers. Just kidding. I’ll tell you if you ask. There are about 2 other keys to making your advertising work like gangbusters (along with some other variables within your own business).

Here’s a rough formula for you…

Consistent Radio Ad Schedule + Strategic Advertising Copy / Creative =

ADVERTISING RESULTS

When you’re ready to stop shooting from the hip with your local marketing efforts, let me know. I’d love to sit down and discuss your options with you.

But remember something Chuck McKay said in Fishing For Customers and Reeling Them In

“Marketing is not an event, it’s a process.”  And that process, I believe, has a lot to do with the unpredictability of when people buy things. WAVE AFTER WAVE, people become ready to buy. Tell your story consistently… and I guarantee, you’ll be catching more waves than most of your competition.

Duane Christensen

Results Radio / Townsquare Media

Sioux Falls, SD

Local Marketing, Radio Advertising, Digital Advertising, and Coffee Drinking

Emotionally Engaging Advertising

How emotionally engaging was the last digital ad you saw?

Everything Apple, iMac, iPhone, iPad, Macbook And Apple Watch

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Not very, right?

I’m not saying digital ads have no benefit… I’m just saying they don’t have much on their own.

A good radio campaign will engage your prospect emotionally.

First, let’s understand why emotion in advertising is king.  If we didn’t buy emotionally… every person would drive the ugliest, cheapest car that effectively got them from Point A to Point B.  We would all wear the same generic shirts, pants, and shoes.  We would never get excited about a new 60-inch TV, we would just say, “That’s overkill.  It’s unnecessary.”

But you know that’s not who we are.  Emotion is involved in almost every decision we make.

Back to emotion in advertising…

Doesn’t it make sense that we create ads that are emotionally engaging, then?  Of course it does.  Yes, a picture can create emotion… but what happens when a voice tells us a story and engages us in something that we can relate to?  What happens when you put the proper music to match the mood we’re trying to set?  Theater.  And that’s what good radio is… a theater of the mind.

Logic in ads can only go so far.  Emotion is what will take it farther than you thought was possible.  But what if you’re a pencil pushing, logical, type of business owner?  About half of you are.  Well, that just makes my job a little tougher is all.  I have to convince you that people are emotional beings and that you’re going to get more bang for your buck if you choose advertising options that can deliver an emotional and engaging message.

How easy is it to dismiss a digital ad?  Pretty easy.  That’s why you have to put even more work into digital ad “creative”.  And your digital ad should just be another memory anchor of your “sound” advertising.  You know… the emotional kind.  It should all work together.

Not satisfied with your digital advertising immediate results?  Stop trying to make people buy now.  Be yourself, be sincere, be emotional… and people will begin to remember you and eventually love you and do business with you.  You can’t force success.  It’s earned.  It’s for sure not a magical “digital” formula.

Whenever you’re asked to buy any kind of online or offline advertising, just ask yourself:  Is it emotionally engaging?

Duane Christensen

Results Radio Townsquare Media – Sioux Falls, SD

P.S.  I actually sell and create digital ads and campaigns (not just radio).  But I’ve never sold them by themselves without an emotionally engaging radio advertising strategy to be the primary driver of the complete marketing campaign.

Radio Advertising in Sioux Falls

New Discovery! Thinner, Sexier, Smarter in just 40 Days. Naturally!

Radio Advertising in Sioux Falls

Image courtesy of “stockimages” / FreeDigitalPhotos.net

Did I make you look?  Did I make you wonder, “What the schnizzit?”

Your radio ad needs a good headline.  If you don’t give it one…nobody will hear the rest of the ad.  But to the novice radio ad copy writer, or to the advertiser, you want to start your radio ad like this…

“ABC Horseshoeing has been in business since 1870.  They can handle all of your horseshoeing needs…”

I’m not saying the title of my blog post is a great headline, but it’s to make a point.  The headline is about YOU.  It’s telling YOU how YOU could possibly benefit.  It’s not about a company or a product.

Because you don’t know any better, you’ll feel like you have to put your business name up front and center.  After all… you’re paying for the advertising… why wouldn’t you put your business name right at the beginning and then another 19 times throughout the ad!  But wait.  Stop.  Don’t do it.  Why?

What does a radio listener (or any consumer for that matter) truly care about?  Do they care about you, the business owner?  Do they care that you want to make more money?  Ummm, no.  They couldn’t care less.  They have other shit to worry about.  They have a life.  And they’re trying to get ahead.  They’re worried about surviving and thriving.  They’re definitely not worried about you and your business.

Not to be harsh… but it’s the truth.  And by understanding the TRUTH and understanding a little bit about why people do the things they do, you’ll be able to start advertising to your prospects in a much more effective manner.

So, start your radio ad headline with a statement or a question that engages the radio listener.  Say something about THEM.  Say something that doesn’t automatically alert their brain to the fact that they’re listening to a radio ad.  You should be informing people about things they didn’t know about.  Teach them something.  Make them go, “Hmmm, I didn’t know that.”  Now, you’re setting yourself up as a potential “expert” in their minds.

You should also be entertaining a radio listener.  They’re listening to the radio for entertainment.  So, if you want to keep them engaged, then you better add some drama, humor, fun, etc. into your radio commercial.  Another great way to entertain is by storytelling.  We all love stories.  As long as it’s actually interesting and it doesn’t feel like you’re force-feeding us a story.  It needs to be relevant.

Whatever your headline, story, or humor in your radio ad… it better be guiding a listener all the way through the ad to a defining “aha” moment at the end.  Which is where the advertiser finally becomes the star or the hero.  You’re a problem solver.  So, bring up a problem… and then be the solution.  A better solution than your competition.

Another great way to critique your radio ad is to ask “So what?” to yourself after every line you read.  Is it a valuable phrase?  Or is it a cliché piece of garbage that will give the radio listener’s brain permission to stop listening to the ad you’re paying for?

Before you even consider mentioning your business name in your radio ad… you need to provide VALUE first.  To make your radio advertising more effective, you must prove to the listener that they could possibly benefit by listening to your ad.  Or entertain them while you weave your way unpredictably towards the defining “hero” moment where YOUR BUSINESS is the one who can either improve someone’s life or solve a problem for them.

To improve your lackluster advertising:

It’s NOT about who can shout the loudest.  

It’s the opposite.

It’s who can SEDUCE and PERSUADE… the deepest.  

And that all starts with a headline that is NOT about the advertiser.

Have a great day!

Duane Christensen

SIOUX FALLS RADIO ADVERTISING blog

Sales Objections

Are Objections Getting in the Way of your Sale?

Sales Objections

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Overcoming Objections.

Is that the goal?  Are you sure?

I’m writing about this because I’m in Sales. I’m also in Advertising and Marketing – which is more Sales.  You are in sales in some way.  Have you been “taught” things about the science of selling?  Some sales education includes the topic of Objections.  It’s about anticipating objections – and then knowing how to precisely respond to those objections.

What do YOU think about anticipating objections?

I think that kind of thinking is backwards (or sideways?).  I believe that we’re encountered by objections because we’re thinking too much about them. Or thinking about them, period.  “What if they say this…what if they say that?”  Worry, worry, worry.  Why worry about what might happen?  What will happen…will happen.  But YOU control what will happen.

Keeping on the subject of Objections…my solution to overcoming objections is to KNOW as much as you want to know about what you are offering (selling).  When an objection comes up from someone you’re selling – you can either automatically answer the question honestly because of your knowledge of the subject, or you can bumble and attempt to lie your way through an answer, or you could honestly say you don’t know but you’ll find out, or you can agree with them that maybe your solution isn’t their solution.  It is what it is.

Why force a sale?  Just be a potential solution…or don’t be.  It doesn’t matter if you’re not someone’s specific solution to their troubles.  All you do then is find someone else who might be.  And then, maybe their objections are answered easily and clearly, and you’ve just become someone’s solution to their problem, and all is well, and you’ve made a sale.  You’ll make more harmonious sales when you just be what you are.  And if you’re honestly NOT a very good solution to your prospects’ problems…then there’s a “cross in the wires” and you’ll never have a fulfilling or successful career in what you’re doing.

I handle objections by being completely honest.  Could someone maybe “wow” a potential new customer better than me in a certain situation?  You bet.  But I’m not worried about wowing a prospect like they were hit with a beam of light from the heavens.  All I want to do is be a good person and allow them to see and feel that I have their best interests at heart.

Don’t stress about sales.  If sales will come they will come.  You just have to be set up properly to allow for it.  Are you helping people?  Are you passionate about it?  Do you want to help more people?  Then you will.  If you want something for nothing…sorry, you’re screwed.  If you want to know the precise response to every objection to your sales attempt, then all you need to do, is know as much as possible (or as much as you want) about what you sell and how it helps people create a better life for themselves.  But don’t ever want a precisely measured and memorized response to an objection.  Your response will be a little different every time.  But the meaning and the idea of your response will be the same.  The more you know, the more you won’t have to even give a second thought to objections and potential objections.

I’ve gone through massive amounts of stress due to my sales and marketing career.  I’ve been up, down, and all around.  I’ve learned that laziness will bring you exactly what you fear it will bring you.  I’ve learned that going after something in which I’m not “all in” will produce no fruit (or very little).  I’ve learned there are not cheats to getting what I ultimately want.  I’ve learned that sales does not have to be stressful.  I’ve learned that money and “things” doesn’t create a happy life.  Whoa…I may have got off track…

So, I don’t even THINK about what a potential new customer might object to.  I either know everything I need to know about what I’m offering…or I don’t.

You may say a salesperson should have a “sales bible” or scripts or a list of questions, objections, and responses.  I will always disagree with you.  And I’ll be a happier salesperson.  Neener neener neener.

But don’t sell for someone else.  Sell for YOU because it helps people live a better life or it takes away some kind of distress in their life.  If you WANT to help more people with your “solutions”…you will.

**** Know your craft.  Know what problems you solve.  And stop worrying.  Just be. ****

I have no idea why I wrote this – except for maybe I feel that one budding salesperson could read it and be inspired. Or maybe a struggling salesperson will read it and decide that Sales isn’t for him or her… and move on to a more fitting profession that will ultimately make them happier.  Isn’t that all we want?  To be happy?

Have a groovy day.  : )

Sioux Falls Radio Advertising blog

Duane Christensen

(Assistant bacon manager at Results Radio Townsquare Media)