The Amazing Cake Lady – SF Radio Advertising Archives

I’m not going to ramble… you just have to listen to these. These three radio spots were produced in 2010. The Cake Lady didn’t have a big budget… but they had “Gramma Nanna”.

She had passion. And we captured that. Enjoy…

The Cake Lady – Peanut Brittle

The Cake Lady – Christmas Candy

The Cake Lady – Pumpkin Tort

Radio Ads shouldn’t sound like Radio Ads.


Duane Christensen

Sioux Falls, SD

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

Snoozer Ads: “The List”

I listen to the radio. And I listen to the commercials. Especially the commercials on one of our 8 radio stations. The radio commercials we write, engage and keep people listening longer. If I ever need to remind myself of what most local radio ads sound like…I just pop it over to a station outside of our group. It’s kinda painful.

I like to evaluate the ads on any station – ours or theirs. I can tell the difference between an ad that has potential…and an ad that will help listeners tune out faster. I heard an ad recently that needed some major help. It contained “THE LIST”. The ad that lists about 15 different products. One after the other…and anoothther…and anothththeerrrr…Zzzzzzzzzzzzz.

So, what were they trying to do? They wanted to let everybody know that they have a huge selection to choose from. I get it. But the problem is…it’s grounds for being a SNOOZER AD. There are many different kinds of snoozer ads, but today we’ll talk about “the list”.

How can we let people know that you’ve got a lot of great products? Well, you can let them know you’ve got ONE great product, and a lot of others just as great. What I mean is, you focus on ONE product. You dazzle people with its greatness. You make them SEE themselves using the product. You make them see how wonderful it would be if they OWNED it. You describe the product through story. You describe the process in making the product. Whatever awesome things your product can do for your potential new customer or whatever they might find interesting about the product, you talk about it. Maybe it’s super high-tech. Maybe it’s a combination of this and that. Maybe it has a feature that people don’t know about.

But you can’t be tempted to start rambling off a bunch of other products. When you start listing products one after another, that’s when your Snoozer Ad Warning System signals “red alert” in your brain. Don’t do it. Be strong. Once you’ve pulled out some great juicy bits about your ONE product, then you can say something like, “If you don’t think it’s the best thing since sliced bread, why not inspect one of our other 27 selections.” Or something like that if you really feel the need to let people know you have a ton of products.

When you intrigue people with one product…and they believe that it’s truly a whiz-bang product…they’re going to assume all your other products (or services) are equally as fantastic. And by doing your radio ad that way, instead of inserting “the list”, your ad became interesting, entertaining, informational, and above all…a non-snoozer.

Have a great day! Do one thing better than anyone else could do today.

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a hard-working guy at Results Radio Cumulus Media in Sioux Falls. If you want to chat, drop me a line!