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

I Really Suck at Advertising and Marketing, Please Help!

I was trying to think of what you might Google if you wanted to learn how to improve your local marketing efforts.

  • “Better advertising”
  • “Where should I advertise?”
  • “Should I Advertise Online?”
  • “I really suck at marketing please help”
  • “Advertising salespeople are annoying can I do it myself?”
  • “I’m so much better than my competition why are people so stupid?”

But it’s kind of hard to know what your situation is. Maybe you already advertise on the radio. Maybe you’re already boosting a few Facebook posts here and there.

Let’s talk about advertising choices. There are too many of them. You can’t do everything. Don’t even try.

Here’s the truth about choosing an advertising medium or direction…

Most people (but not you, of course), are NOT fascinated by what actually WORKS… they’re fascinated by what is NEW. Right? Don’t you have this feeling that you’re missing out on something if you don’t give the new, shiny thing a shot?

I’ve said this before…

When you buy advertising, all you’re doing is renting an audience to “reach”.  Different ways to reach people change all the time. But what HASN’T changed is PEOPLE. Making advertising WORK, is all about PEOPLE, not about the new ways to reach them.

In order to be successful, all advertising must do 3 things:

  1. Impact (with people)
  2. Communicate (with people)
  3. Persuade (people)

Bill Bernbach impact communicate persuade

Let’s tackle the “Impact” part of that. The great marketing dude, Bill Bernbach says, “90% of ads do not get noticed.” What?!!! Are you crazy?!!! How is that possible?!!!

Actually, I would agree with that estimate. That statistic comes from a LACK OF IMPACT. Do you want a “Plain Jane” ad that only talks about boring facts of what you sell or what you do?

It will be ignored. You’ll be part of that 90%. Just by standing out (yet still relevant), you’re far ahead of your competition.

Stop being afraid to stand out. You won’t get warts. Your house won’t get egged. 

You won’t die.

What do you think happens when your ads get noticed and they’re part of that 10% group?

Hey, I get it. You’re afraid of offending people. There are certain things that I hold back from sharing on social media because I don’t want people to think I’m a flippin’ weirdo or something.

But hey… I’m weird sometimes. My wife loves it. My daughter loves it. If it’s not good enough for anyone else, maybe I shouldn’t care. I do and I don’t. It’s kind of sad that I’m 41 years old, and I don’t think I’ve totally come out of my shell.

I’m working on that though! And so should you!

Especially with your advertising. Stop insisting on blending in. It’s costing you a lot of money – and not making you any.

If you really suck at advertising and marketing your business, then we need to talk. The first thing to do is not make it so difficult and intimidating. All you’re trying to do is become friends with new potential customers. Get them to like and trust you. That starts with authenticity. There are people just like you who would love to buy your product or service. Let them know who you are, what you’re all about, and why you do the things you do. They’ll love you for it. And the best way to do that is through stories, humor, and transparency.

Don’t try to disguise bullshit in advertising with long words or extra words that aren’t needed. We have built-in bullshit detectors in our brains. All of us. So, don’t attempt to get us to love the smell of yours.

Be authentic and create ads with IMPACT! Remember… you won’t die.

Are you ready to advertise though? Is everything up to par within your business? How’s your customer service? How’s your product? Are your current customers happy with you? Here’s another quote from Bill Bernbach…

A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.

So, just make sure you’re ready for a great advertising campaign. When you are… let’s get together and discuss the possibilities!

Duane Christensen

Sioux Falls Radio Advertising blog

605-940-7984

duane.christensen@results-radio.com

I work for Results Radio Townsquare Media in Sioux Falls. Been pounding away here at Results Radio in Sioux Falls, South Dakota since 1998. Love helping good, local businesses grow.

You Are Not Special – Or Are You?

You’re thinking, “Damn right we’re special.  People love us!”

That’s awesome if you have customers who love you. You should work really hard to keep it that way!  But what about Non-Customers? Do they love you?  Nope.  They couldn’t care less.  Especially, if they barely know you exist. Especially, if they know nothing about you. Especially, if they are content doing business with your competition right now.

So, what’s the main goal in your advertising investment?

It’s to get RESULTS, right?  Sure.  But HOW do you get results?

Throw a bunch of money at different advertising packages and “deals”… and see what sticks!  Wha?  Nooooooo!  Don’t do that.  I want to help you get a phenomenal return on your advertising.  And that does NOT come by shooting from the hip…

Yosemite-Sam-Quotes-300x281

Looney Toons legend: Yosemite Sam

BOOM!  Die, Varmint!

You’ll be disappointed. And you’ll waste a lot of money.

Back to the question of the hour. HOW do you get advertising results?!!!!!

The answer is in the title.

You must prove to the public that you’re special. PROVE to them… that you’re SPECIAL. Easier said than done though, right?

You can’t just throw up all over people, saying that you’re special and that you’re the best, and you’re “quality”, and a bunch of other horseshit that YOU know is true… but that nobody else believes. They may believe you some day. But first you have to PROVE it to them that you’re special.

Proof.

It’s in the pudding.

Meaning, you need to help your customers “taste” what you have to offer that’s better than what they’re chewing on now. What’s so great about your competition? What’s the big deal that they’re talking about? Probably nothing. They’re most likely just holding up a sign and yelling about who, what, and where they are. That gives YOU an opportunity to POUNCE!

This is where the “strategy” part of your advertising plan comes in. (Want help with strategy? It’s my specialty.)

Take that SPECIAL thing about you in which your competition can’t claim or not talking about. Then, you shine a light on that special thing, so that when the public thinks about your product or service, they INSIST on getting that special thing that you offer. And when they think of it, you want them to think of YOU.

Good advertising is not something as simple as “branding”. Good advertising is making friends with your prospective customers. FRIENDS are much more likely to do business with you that someone who doesn’t know you. So, start your advertising with the idea that you’re trying to make a new friend. Think about that. It’s not branding. It’s more like bonding. It’s being helpful, vulnerable, sincere, and human. That’s what it is.

Take that “special thing” about your awesome local business and weave it throughout a story that you tell the public. The special thing about you is the LOGIC side of your advertising. And the “friendly” part of your advertising is all of the rest. It’s the STORY. It’s the humble and caring part of you. It’s the reason why you love what you do. It’s the passion.  OR… is all of that a great big PART of what makes you SPECIAL?  Hmmmm.  I’d say that you may be on to something!  : )

Need help writing that advertisement? That’s what I love to do. I love to sift through the good, bad, and what your future customer truly cares about (because it’s about them, right?)  And then, we come up with a strategy and radio advertising plan that has immense potential.  A plan that will put you at the forefront of people’s minds. Not because you’re spending the most, but because you’re saying the right things in your ads. You’re proving to people how you will be their superstar.

Then, pretty soon… you have a bunch of new FRIENDS, who think you are SPECIAL, and are ready to be YOUR CUSTOMER.  

And dang, that’s really cool when it all comes together. I have a healthy handful of clients in and around Sioux Falls who would love to tell you about their experience with me and Results Radio. I’d be happy to get you their contact info.

Let me know if you’d like to have a conversation about this sort of stuff.

Have a groovy day!

_MG_8555 252kb

 

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

 

 

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.

How To Be Overcharged For Web Services

advertising marketing sioux falls

Image courtesy of “debspoons” / FreeDigitalPhotos.net

Now… I’m not exactly sure this local company is being overcharged by one of my favorite local advertising agencies… I’m only 97.5% sure of it.

Here’s something I read on this particular advertising agency’s website. Their words are in bold in the paragraphs below.  My breakdown of their words is in RED)


 

[______________ company] partnered with us to increase their profits. (Because this agency used the words “partnered with us”, I would automatically NOT want them as my ad agency. They also said “profits”. It bugs me. I’m pretty sure the company didn’t call up this agency and say, “We’d like to partner with you to increase our profits.” Sure, maybe I’m being nit-picky, but it just bugs me, ok?!  We developed a website for them on an easy to use content management system, and we drive traffic to their website through Search Engine Optimization and Search Engine Marketing. [____________ company] is now ranking number one on the popular search engines!  (This agency is hoping business prospects reading this are not “with it” in the “Interwebs” language – because which keywords is this company ranking #1 for? Even I can build a website and get any local company to rank #1 pretty fast and easy for an obscure enough keyword. Bottom line – just be honest with us, please. And I searched the top 6 or 7 keywords and different variations of those keywords that most people would type into Google – this business was not even close to ranking #1.)

We also support their social media efforts, keeping top of mind awareness with their followers. (First of all, this company is not in an industry where people are breaking down doors to Like their Facebook and Twitter pages – aside from their wives and mothers. But this agency I’m sure told them they needed a consistent social media presence. And that they’re really good with social media, and they’d be more than happy to handle it for them. Of course, charging them a stupid amount of money for absolutely zero value in return.) We track their incoming traffic, so [_____________ company] can see exactly what their marketing dollars are providing for a return on their investment.  (So, technically, yes, if you add to someone’s website traffic, that’s a “return” on investment. But this industry that I’m naming unnamed, is one where there’s not a ton of competition. And the competition they do have…don’t have a lot of web marketing going on at all. So, getting more traffic to the website, and showing them the numbers is great. But it wasn’t difficult for them to do, yet they’re charging a pretty penny for it. They’re slick. And I’m not a fan of “slick” advertising agencies and marketing people.) 


Isn’t that almost PSYCHOTIC that I looked into those two small paragraphs so deeply? I know. Dude, get a life. I needed a break- and had half an hour to spare, ok? And I don’t like it when small business owners get taken advantage of.

ANYWAY… 

  • Please be careful before you buy any kind of marketing service or advertising.
  • Ask TWICE as many QUESTIONS as you think you should.
  • Sleep on it. Then, ask more questions.
  • Keep your “radar” up for buzzwords that mean nothing.
  • Keep your “radar” up for sales-ey type of talk. Look for sincerity.

Gotta run.  Have a great day!

 

Duane Christensen

Your favorite marketing dude at Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

duane.christensen@results-radio.com

The 6 Words That Perfectly Explains My Radio Clients’ Success

This quote by Bobby Orr… gets its own blog post. This quote contains just as much glorious advice for all you Sioux Falls business owners and advertisers…as it does for budding hockey players. Ready? Here it is…

“Forget about style; worry about results. ”
Bobby Orr

Can you hear the angelic choir from the heavens?

radio advertising sioux falls

Regarding your advertising, no matter if it’s online, TV, Radio, Billboards, etc., you need to get over what you “think” your advertising should sound or look like. All that matters…are the results.

And we have a pretty good history of that here at Results Radio Townsquare Media. Personally, I have wonderful, beautiful, successful clients who have been on the radio with me for over 10 years.

The people who benefit most from doing business with me on the Radio… are the ones who are finally ready to just DO IT RIGHT. They’ve been burned. They’re tired of throwing money at things that don’t work.

If this sounds like you…let’s sit down and discuss your situation.

We don’t worry about the “style” of your ad. We don’t worry if it sounds “professional” enough or not. All we worry about… is figuring out what will bring you RESULTS.

I think you can become just as well-known and popular in Sioux Falls as Bobby Orr is in the hockey world. Let’s talk about how to do that.

 

Duane Christensen

Results Radio Townsquare Media

605-940-7984

duane.christensen@results-radio.com

duanechristensen.townsquareinteractive.com

 

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

radio advertising

Image courtesy of “vectorolie” / FreeDigitalPhotos.net

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

Advertising on the Radio

Is advertising on the radio right for you?

In my experience, advertising on the radio can work wonders.  Radio can make local businesses famous.

I get calls like,

“I’m wondering what kind of ad package I can get on your stations.”

OR… they’ll ask if we have any “specials”.advertising on the radio

So, here’s what I say.  I tell them, if you’re looking for an ad package, you must already have a good strategy and the first few months of a radio campaign hammered out.  Pause.  More pause.  “Well…..I’m just looking to see what kind of rates I can get.  Because I can get some cable ads for real cheap.”  Oh, so you don’t even care if the ads work or not.  More pausing.

No…I don’t actually say things like this on the phone or in-person… I’m a little nicer or more subtle. But allow me to continue my pretend phone call…

So, after a few more questions from me, I tell the caller you can always find cheap rates…but not always find results.  If they’re interested in hearing more…I set an appointment.  If they’re not.  Then, I’ll send them to someone who’s willing to just sell cheap rates and ads that don’t work.

Is advertising on the radio right for your business?  It probably is.  Do some research on how many people listen to the radio…and how many hours a week.  I could tell you, but you won’t believe me.  The bottom line is that MOST people listen to the radio.  There’s something about free entertainment that people seem to love.  And free entertainment will never die.

Are you reaching enough people by advertising on the radio?

Ok, I’ll share some numbers with you.  Around 90% of people 13+ listen to AM/FM radio.  And that’s about 4 and a half times MORE than all other online radio options combined.  So, yes, AM/FM radio is still one of the greatest places to be with your advertising.

Now you know that radio has listeners.  A lot of them. Enough listeners to grow your business nicely.  But there’s a catch.  You can’t just throw any old twaddle onto the airwaves.  (I just learned a new word.  Twaddle.  I like it.)  The key to making your radio work is the message you communicate to the listeners.  Do they care about YOU and your business?  No.  Do they care about how you can help them?  Yes.  That’s the first thing to learn.

Oh…I forgot to tell you something.  Forget everything you’ve ever heard, seen, or read about advertising.  I’d be willing to bet what you think you know about advertising…will help put you out of business because of squandered ad budgets.

There are old rules that were once followed.  Like these…

1) Make sure your business name is mentioned at least 5 times in the ad

2) Put your phone number in the ad multiple times

3) Add your EXACT address to the ad (such as 2753 W. Doofus Blvd.)

4) Get a professional voice to make your ad sound like an ad

5) Always put music behind the voice

6) Make sure the ad sounds like a national ad

I’m sure there are a ton more…but they’re all equally ridiculous.  There is no formula for writing a radio spot.  If you want a formula, try this.  Try to make your ad NOT sound like an ad.  Why?  Because we’ve been pounded with twaddle 🙂  for years and years and decades and decades.  There are so many horrible ads hurtling towards us every day…our brain tells us to PLEASE not remember them.  Because they’re all soooo dumb and of no benefit to you.  Seriously.  Our brains are pretty smart.  It has the best built-in “crap” filters that you could never imagine.

The CHALLENGE to make your radio ads work to their FULL and OUTRAGEOUSLY ENORMOUS POTENTIAL is to fake out the brain.  You have to say things in your ads that your prospect’s brain won’t expect.  What I mean is that it can’t be predictable.  PREDICTABILITY in your radio ads will KILL your results.  That’s probably the most important thing to remember.

The problem is…you don’t know which words to use.  And you can’t begin to know which words to use until you form a smart advertising/marketing strategy.  And forming a smart strategy begins with your competition.  You have to stand apart from your competition.  Be something different.  Find a strength of yours that is not their strength (or at least they don’t advertise it) and THAT might be a superstar ad strategy for you.  Strategy formulation also trickles down into knowing WHO your customer REALLY is…and what they actually care about.  Or what they perceive to care about.

It’s tough for a business owner.  Or for an employee of a company that is “tasked” with the side duties of handling the marketing.  It’s tough because advertising and marketing isn’t what you KNOW.  You’re an entrepreneur.  I’d suggest finding an advertising guy or gal like myself (which is someone who tells you like it is – not some ad rep/order taker) and start spilling your guts to them so they can start creating a profitable strategy and advertising campaign for you.  This person must be a writer and a thinker.

Anyway…what was the question?  Sorry, I’m a smidge passionate about this stuff.

Is advertising on the radio right for a business like yours?

The answer is YES.  Advertising on the radio is good for you as long as you have something good to say.  Radio can work wonders for good businesses.  I’m a real life witness of that every day.  And radio can work all on its own.  The people are THERE.  They’re listening.  When you find the right thing to say to them…great things will happen.

And don’t be spreading your ad budget around to a bunch of different places! “Sprinkling” doesn’t work. You need to “douse” audiences. The “MEDIA MIX” talk is all B.S. You don’t have to advertise in 6 different places all around town. Start with a popular radio station (or two) …and “own” it. Make it impossible for people to have NOT heard your ad at least 3 times in 7 nights sleep! (That’s a technical / neurological thing with roots in the “Pavlov’s Dogs story” that ensures you’re doing that BRANDING thing right – but I’m not explaining all of that right now)

There are a bunch of local Sioux Falls advertisers who have put at least 85% of their total advertising budget into Radio…at Results Radio Townsquare Media. Who are they? I know you’ve heard their ads. And there’s a reason why they’re “Top Of Mind” in Sioux Falls and the surrounding 60 or 70-mile radius.

Ready? Let’s get to work!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

The Eagles – Great Storytellers

open book

Copyright : Ratchanida Thippayos

 

So, we saw the Eagles in Vegas. Wow.

What a great show. Well…everything except for most of Joe Walsh’s stuff. I just don’t get the “love” that so many give that guy. If you ask me, he’s rather annoying. But I could have listened to the sweet harmonies of the rest of the band all night long.

The first half of the History of the Eagles show was amazing. It started out with Don and Glen sitting in chairs with their guitars. They proceeded to tell stories in-between songs about how the band started, how they came up with some of the songs, the Desperado album, and so much more. They were a great pair of seasoned storytellers. I wish the whole show would have been like that. You could have heard a pin drop when those guys were looking back and reminiscing about the old days. We were hanging on every word they spoke.

Which brings me to your advertising. If you’re not sharing some stories in your radio ads…then you’re missing out on what could be. People don’t like to be advertised to. Well, not the way that we usually do – forcing all the wonderful things about a business down people’s throats. Gag. But when you tell an engaging story, you can sidestep the BS meter in all of us and get people to listen. You can get them to understand that you’re not like the others.

Tell a story! Share something interesting with all of us. What? You say you’re not that interesting? I disagree. Feed us some new information in story form, and we’ll listen. We will! Everyone loves a good story! But if say “Phooey!” and you opt for just giving laundry lists of dreadful features of your business, you’ll soon be jaded and say, “Radio advertising doesn’t work!” Well, I would know exactly why you said that…and would then love to prove you wrong. Actually, I have quite a few radio clients who would love to tell you about what happens when you do radio right and when you decide to share a good story. 

Tell me a story about helping someone out of a tough jam. Or about how you decided to go into this wacky business of yours. I bet a lot of people would find your stories interesting.

You don’t know what kind of story to tell? It might not come to you right away. You may need some people to brainstorm with you. You may need me to stop by and get the conversation started. I’d love to do that with you. OR… you could sit down with a guitar and pretend to be Don or Glen.

Have a great day!

Duane Christensen (radio ad writing guy / sales & marketing)

Results Radio Townsquare Media – Sioux Falls

605-940-7984

 

The Great Eraser of Advertising

The Great Eraser of Advertising

Sioux Falls Radio Advertising

The great eraser of advertising is SLEEP.
Image courtesy of “Maggie Smith” / FreeDigitalPhotos.net

The great eraser of advertising…is sleep. And I’m going to give credit to my understanding of this…to Roy Williams at the Wizard Academy in Austin, Texas. When I went there for 3 days, years back…he literally changed how I looked at the world. And of course he also changed my understanding of how advertising works.

So, the great eraser of advertising is sleep. Every night we go to sleep, our brains purge all the junk out of our brains. It starts putting things like the hundreds of irrelevant marketing messages you were exposed to today into the proverbial trash bin. If it didn’t do this, our brains’ estimated 2500 terabytes of memory would fill up pretty fast. To put it another way, your brain has the potential to store about 2 trillion pictures of cats. Ha! But this is an estimate. Our brains are amazing and we’ll never truly understand how and why it does things.

So, how do we get a consumer’s brain to start remember the plumbing ads for Bob’s Plumbing? Or the mattress ads for the Princess Pea Mattress Factory?

For starters you need repetition to overcome the brain purging every night we sleep. You’ll need enough ads airing on the radio so that the average listener hears a certain radio ad 3 to 4 times per week. And after looking at radio listening habits across the nation, that equates to running 21 to 25 radio ads per week between 6am and 7pm. It’s the closest we can get to a formula when it comes to radio ad scheduling. Of course, there are other options regarding an ad schedule and the best use of your budget. And we can’t forget to take into account your competition and how much they’re advertising to the public.

This is how you get people to start remembering a business’ radio ads. Repetition is the first step towards branding. Just like Pavlov’s dogs, remember? The meat paste and the bell ringing and the drooling?

But getting the dogs to drool when they heard the bell wouldn’t have happened if Pavlov didn’t use meat. If he used lemon juice or Windex, he wouldn’t have got the results he did. In branding a business, there must be a message that’s pleasant and relevant shared with the radio listener that’s tied in with the business itself. You want to associate something good or something helpful with doing business with the particular advertiser who’s trying to get advertising results.

Otherwise…you’re just spouting words across the airwaves that nobody cares about – and will never have the chance to be remembered when people need what the advertiser offers. Amazing results from advertising will come when your ad is of the branding or relationship building nature that has a chance of making someone feel warm and fuzzy in a sense, when they hear it. And when you repeat those kinds of ads over and over, consistently, in a long-term plan, that’s when the “true branding” starts happening.

Then, your ads must also use words that aren’t boring us to death. They need to tell a story. They need to give us useful information. They need to “connect” with us and include a strong emotional element. We’re emotional beings. We like to do business with those we like and trust. Therefore, radio ads should always be increasing the listeners’ chances to like and trust an advertiser before they’ve ever even met them. Then, when the listener actually HAS a plumbing problem… when they’ve had enough of their sore back in the morning… they’ll definitely have Bob’s Plumbing and Princess Pea’s Mattress Factory among the top prospects or hopefully THE top choice for them to call.

Great advertising comes from the words you use…and the manner in which they’re used. I feel like I’m pretty darn good at that. Let me know if you’d like to talk about making your mark on Sioux Falls and the surrounding area. Thank you. Have a great day!

Duane Christensen
Results Radio Townsquare Media
Sioux Falls, SD
605-940-7984
duane.christensen@results-radio.com
http://duanechristensen.townsquareinteractive.com/