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Radio Advertising in Sioux Falls

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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

Are Objections Getting in the Way of your Sale?

Sales Objections

Image courtesy of “phanlop88” / freedigitalphotos.net

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)

Sioux Falls Marketing

You have tons of Sioux Falls marketing options.

Marketing Sioux Falls

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Marketing options in Sioux Falls can make your head spin.  It’s daunting.  But let’s define marketing in regards to trying to attract more customers or increase sales.  Marketing… is anything you do inside or outside your business in an attempt to make a buck.  That could mean flyers on windshields, sandwich boards, signage in your store, improving your online presence, advertising on the radio, joining a networking group, etc.

Advertising is something you pay for where you’re “renting” an audience.  Radio has an audience.  TV has an audience.  Billboards have an audience (kind of – people don’t “choose” to use billboards – they’re just kind of in the way).  The Internet has an audience.  Advertising is a part of your marketing.

Back to marketing in Sioux Falls.  Consider your competition in town.  Are you one among many?  Or are you light on competitors?  That will be a big factor in how intensely you need to market or how much you need to invest in your marketing.

The biggest problem I see is that there are “marketing people” and “marketing firms” who don’t have a lot of experience in helping people improve their overall marketing efforts.  They just have their own toolbox to sell which may or may not be a bit of good for anyone.  They’ve just been told by their bosses to go sell their services.  Then, the creative people will create some fancy graphics.  Or the production department will put together some ads.

Do you see the problem?  There is a huge gap in there that needs to be filled with thinking, communication, research, and then finally a smart marketing STRATEGY for the business.  Because without that…you’re not doing the most you can with your marketing budget.  You might be throwing a lot of dollars in the dumpster, so to speak.

Marketing in Sioux Falls can be fun!

I’m serious!  Once we put a great plan together for you…and hammer out a good strategy for you and a first set of ads for the first few months…then, all we have to do is keep our ear to the ground.  You’ll start seeing new faces, consistently.  You’ll talk to more people.  Then, I just keep writing more ads and tweaking the overall strategy.  After a year, you could be truly amazed at how your business has changed.

Part of the fun will be that you will NOT have to constantly worry about where your next customer will come from.  I’ll be on the side working for you.  I’ll be doing my own research for you.  You’ll have a new radio ad at least once a month.  And that’s important because if you run the same ad more than that…the effectiveness of that ad drops off sharply.  You have a lot to tell the public.  So, we’ll keep your ads fresh, persuasive, and entertaining.

I like to help businesses see the bigger picture.  Marketing in Sioux Falls is not about trying this and trying that.  It’s about figuring out the best way to position yourself among your competitors.  Marketing is a process.  It’s not an inconsistent series of events that may or may not work.  Sioux Falls is still a nice size where word can travel pretty fast.  We can help you become a household name in town.  If you’re interested in talking, just give me a shout.

Not only Sioux Falls – you’ll also be marketing to the surrounding rural area.

This isn’t like a direct mail campaign to a few Sioux Falls zip codes.  You’ll be reaching an entire area.  Not just portions.  You won’t have to hope and pray that your direct marketing is getting to the exact people who need your service at this precise moment.  You’ll be getting your business name and what you stand for into the brains of the public, and we’ll make sure the ads are sticky enough so they remember you.  This is mass media.  You’ll be reaching a ton of people.  And here’s why that’s GOOD and why you do NOT have to “target” so narrowly with your advertising…

Everyone is an “influencer” in some way.  Even if your exact perfect potential customer doesn’t hear your ad… how many people are in that person’s “circle”?  People talk.  People chat about anything and everything.  And if we feel we can help a friend or family member out by mentioning a business we heard about…we will.  Decisions aren’t made in a vacuum.  If a husband doesn’t hear the plumbing ad…the wife still could have.  And the wife is sleeping with the husband.  They talk.  So, when there’s a plumbing issue, guess what happens?  They talk about who to contact.

When I said you don’t have to target so narrowly…that’s not entirely true.  We’ll target the right people (profitable potential new customers) with the message we communicate in your ads.  We target through the message…not exclusively through the avenue in which you advertise. Which is much more effective.

Advertising isn’t like a vending machine.  You can’t just put in money and automatically get something in return.  We need to actually sit down and think about this for a moment before you pull the trigger with your checkbook.  I won’t let you advertise with me until we know we’ve created something with the potential to do great things.

I’ll produce a campaign for you that will make a difference.  And if I don’t think that’s possible…I’ll tell you.

When we start working together, I’ll make your Sioux Falls marketing not seem so confusing and help you wade through your endless marketing and advertising options.  I’m not saying radio is the best of the best when it comes to local advertising.  But I am saying that I’ve learned quite a lot in the past many years I’ve been doing this, and I’ve seen my clients grow consistently year after year.  I know that radio advertising can make great things happen.  I know businesses who are “famous” in Sioux Falls and they put 85 to 90% of their marketing budget into radio at Results Radio.  We do it different here.  I do it different.  I care about your results.  I care that what we’re doing with your investment is giving you a return that will cause you to LOVE your radio advertising.

I’ll stop now.  I get a little passionate about this stuff.  : )

Have a great day!

Duane Christensen

(Chief paper clip organizer at Results Radio Townsquare Media)

Sioux Falls Radio Advertising blog

P.S. Let me know if you’d like to sit down and discuss your options. I’m not the “salesy” type. Just the “nice, helpful guy” type. Marketing in Sioux Falls doesn’t have to be so scary, confusing, frustrating, etc.

Radio Advertising’s Superpower: What Can It Do For You?

radio advertising

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Radio advertising’s superpower is long-term branding for a business. When a local Sioux Falls business wants to build a brand, be remembered, and reach a lot of people, there is nothing better than a good, consistent radio advertising campaign. Warning: You can’t release just any kind of radio ads out into the world…it has to be well-thought-out and strategic (which is our specialty). So, what can a consistent radio advertising plan do for you? Let’s get right to it. You like lists, right?

1) Awareness of your business. You become a choice to those who didn’t know about you.

2) Change perceptions about your business, service, or product…where perceptions need to be changed. Which will allow you to attract more customers and increase your sales. Duh, right?

3) Cause people to remember certain words or phrases when they need what you sell. And we anchor those words or phrases to your business name…so they contact YOU instead of a competitor.

4) Cause people to “FEEL” and “SEE” what it would be like if they were your customer. Get them to like you before they have ever bought from you.

5) Brand your business. When people think about, hear, or see your name, they KNOW WHAT YOU STAND FOR (or against)…and they feel good about that. Which immensely increases the chance YOU will be the business they choose to BUY from.

With all of the above 5 things cranking, you then get…

6) Consistent business growth. By consistently saying the right things to a whole bunch of people, you’ll keep attracting new faces. So, if you treat people right, and keep most of your current customers…your sales will continue to grow. You won’t have to wonder “how are we going to make some extra sales this month?” You won’t have to discount your services or slash prices of your products to get new business. You’ll be attracting the profitable people – not the wishy-washy ones who have to get everything on sale.

This stuff works. I have clients who’d love to tell you about it.

Let me know if you’d like to talk with me about marketing your business in the Sioux Falls area.

Radio advertising has received a bad rap by a lot of business owners. But only because they didn’t do it right. They didn’t understand radio’s superpower. And the advertising people they talked to in the past…didn’t understand how to unleash radio advertising’s superpower.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls  SD

605-940-7984

duanechristensen.townsquareinteractive.com

Fancy and Expensive Doesn’t Equal Good Marketing

Fancy and Expensive Marketing

Your $750 logo isn’t going to be “the answer” to your marketing woes. Your $10,000 website isn’t going to be your savior when it comes to capturing new customers. That $5000 TV production will grow old far sooner than you wish it would.

There are a lot of websites out there that cost a lot of money. Some are worth the money because there are a lot of complicated programming elements in them. Some large entities need that. But some of the overpriced sites I see are for local, small businesses where most of the cost came from graphic design costs. Graphics that aren’t necessary. Sure it’s great that your website looks nice, but there are tons of lower-cost options out there with design platforms and templates that look really good.

There are also expensive radio ads. It doesn’t mean they’re working. Just because you hear a funny radio ad doesn’t mean it’s actually selling anything for the business – or that it’s helping any branding efforts. Just because you hear a professional voicing the ads in a dramatic fashion, with big cinematic music and sound effects in the background…doesn’t mean it’s effective.

Fancy and expensive marketing does not equal good marketing…

Good Marketing

All your website needs to do is 1) be easy on the eyes, 2) make it easy for visitors to find the information they need, 3) be able to be found on search engines like Google, and 4) say things that give visitors confidence in the fact that you can solve their problems – so they won’t feel the need to “back out” and look for a different option. More time should be dedicated to what you say within your website, instead of more time (and cost) on making it look fancy – just like all of your other marketing and advertising. The things you say in your marketing make a bigger, profitable impact than the visuals. Yes, visuals can play a role…but they’re not the lead role.

Good marketing can come in many different forms. But it doesn’t mean that you have to use all different kinds of marketing and advertising. I’m saying don’t waste your marketing budget as a small business trying to be everywhere and reach everyone. You don’t have to spread your advertising around to 15 or 30 different outlets. When you do that…with a smaller budget…you’re “watering down” the number of ads being distributed to the public. And just like how we learned our alphabet, we need repetition.

There’s no marketing rule that says you can’t put the beefy portion of your budget into Radio. I have a lot of clients who do just that. And it’s working wonders for them. We’re saying things in their ads that radio listeners don’t expect to hear. Which means we’re keeping those listeners’ attention… and causing them to remember my radio clients when they have a particular problem that my radio clients can solve. With good radio ads, you can consistently and predictably grow. With a consistent radio plan month-in and month out, with a smart strategy intertwined into the ads, you won’t have to wonder when or where your next new customer will be calling or walking in.

You won’t be remembered by the public because of fancy and expensive visuals. But you will be remembered when you say something to them that they care about, interests them, entertains them a little bit, and / or teaches them something.

Think about a good-looking, well-groomed man in a sharp, expensive suit. Does that mean you’ll like him? Does that mean he’s valuable to you? Nope. It’s just a first impression. It all comes down to what comes out of his mouth when he speaks. It all comes down to whether he makes you comfortable. He could be also be wearing something a bit more casual (for a fraction of the cost of that expensive suit)…and still get the same response depending on what he said. Now, if he hasn’t showered in a few weeks…and looks like a ragamuffin, then you probably won’t even give him a chance to see what he says. Which is why it’s good to have a good-looking website, or a good-looking ad… but you need to put the bulk of your effort into what you communicate to the public in your ads and your marketing. The words matter. A lot.

Your marketing is like when you were dating and looking for that one true love to settle down for the rest of your life. How will you seduce them? What really matters through the whole process? You can’t keep them drunk forever. You’ll eventually have to say some things that connects with what they care about. You’ll eventually have to reveal your true self and see if you have something in common.

The same goes for radio marketing. You could have a professionally-polished radio ad that doesn’t really say anything at all. You could also have a radio ad done by your local radio rep that doesn’t have any substance to it either – just a lot of gum-flapping about how long you’ve been in business or that you have a knowledgeable staff. Your radio ad rep needs to be a writer too. They need to find out what makes your business shine…and then portray that strength in a manner that solves problems for your prospects. The ad can’t be all about you… it has to be about the person you’re hoping to attract. And if you find a good ad writer at your local radio station (Duane Christensen at Results Radio Townsquare Media in Sioux Falls wink wink), then you won’t be paying anything extra to get ads that finally work!  : )

I take the time to figure out what your potential new customer wants to hear…so they’ll contact you and do business with you. And if we say things in your ads that give them confidence in you…and then you deliver beautifully with your products, services, and customer service – you’ll be golden. I’ll help you attract new business, and then you compound that with great service, and you’ll propel your good-word-of-mouth even farther. That’s really what good advertising does – it speeds up the inevitable – it speeds up word-of-mouth. If you’re horrible at customer service, good advertising will help you go out of business faster. If you’re a customer service rock star, good advertising will take you to heights you never thought possible.

This was a little all over the place today… forgive me. My ADD comes and goes. Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

duane.christensen@results-radio.com

Help Wanted Advertising Tips for Sioux Falls

sioux falls help wanted advertising

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Help Wanted Advertising Tips for Sioux Falls

Finding good help is pretty tough in Sioux Falls. The websites that advertise your open positions don’t seem to be working as well as they used to. Here’s why…

Unemployment is super low. Most people, who would consider changing jobs, aren’t actively searching for new jobs online or in the paper. They’re working. They’re busy trying to make ends meet and further their career along.

That’s why using radio advertising for help wanted purposes in Sioux Falls works so well. Because it’s intrusive. People don’t have to be actively looking for a new job to hear your Sioux Falls help wanted advertisement.

But just letting them know about your open position isn’t good enough. You need to say something in your ads that intrigues them and connects with them emotionally. 60-second radio ads work great for this. We can tell a good enough story and more about your company than just the logical facts and the details of the job. We need to shine a bright light on your company, and at the same time, let them know why they’ll be a good fit for the specific job you’re offering.

Changing jobs is a big deal. So, you need to let them know it’s going to be worth it. You need to put them at ease. Take away some of the risk of switching jobs.

It also takes time usually. Someone isn’t just going to immediately pull the plug on their mediocre job, to come work for you. Good employees are already good employees somewhere else. So, to persuade them to work for you won’t be a slam bam thank you ma’am kind of deal. Your radio ad schedule will need to be about a 3-week run. They need to hear your ad for a few weeks. They need to consider it for a bit. They will talk about it with friends or family members. It’s not easy for them to make such a big decision. So, we’ll get in their heads for a few weeks.

Your help wanted radio advertising also talks to all the radio listeners. Not just the ones actively looking for a job. Friends and family of your ideal prospect also hear the ad. They’ll tell their friend or spouse about the opportunity they heard on the radio. It’s called “the networking effect”. It happens all the time.

I help quite a few local Sioux Falls businesses find better qualified applicants. And I don’t let them do something that I know won’t work. I’ve been around the block a few times in my 10+ years doing this. I’ve learned and grown. I’ve made some mistakes. I’ve learned from them. Now, I know what it will take to find you the people you’re looking for.

I don’t just sell you the radio ads…I also write the radio ads. So, I have a vested interest in making this work for you. Unlike other advertising and marketing groups, I will take the extra time to do the research and ask enough questions until I feel we have a message that will persuade and seduce some good new prospects for you. I want it to work because I care. And also because when you need to hire again in the future…I want to be your go-to guy. I don’t want to be the one who left a sour taste in your mouth. Which circles back around to caring. I respect your investment.

Yes, it will cost more than your ad placement on a job search website. It costs more because you’re reaching 10x or more people. It costs more because it has the potential to find you a better quality applicant. And better applicants means you’ll keep those employees longer…reducing your need to constantly be searching for new employees. And reducing your employee recruitment costs over the next year or so. Saving you money in the long run. Saving you stress and time in the long run. Allowing you to focus more on running a good business versus always scrambling to find your next mediocre (at best) employee.

Let me know about your situation. Let’s sit down and discuss…and I’ll put together a plan to consider. A plan with more potential than anything you’ve tried before.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

Are You “Sentencing” Your Ads to Failure?

There’s a thing in your ads that will completely destroy their effectiveness when you’re trying to talk to your target audience with your local advertising in the attempt to persuade a new prospect to buy from you when they’re in the market for your particular product or service. Phew! Holy cow…that’s a long sentence.

Yup. That’s it. Long sentences in your ads will decrease their effectiveness. When you go on and on and on with a sentence, your prospect will not get the point you’re trying to make (if you have one to begin with).

Don’t “sentence” your ads to failure. Shorten them up. Make them punchy and clear. Make it easy. Short sentences keep your ad flowing. It helps the person listening to your radio ad or even watching your You Tube video… “get it” the first time. Don’t make it easy for someone to get bored or confused and move on to something else.

And here’s a link to get a quick ad writing manual. There are valuable lessons included to help you out whenever you’re in do-it-yourself marketing mode. It’s only 7 pages. Click here and I’ll send it over to you. http://nonfatadvertising.com/the-best-7-page-ad-writing-manual-youll-ever-read/

Have a great day!

Sioux Falls Radio Advertising blog

I work for Results Radio Cumulus Media in Sioux Falls. My goal is to help you accelerate your business growth. Yes, word of mouth is the best way to go…it just might not happen as fast as you want it to. That’s where good advertising comes in.