Who’s The Big Dog?

Who’s The Big Dog?

Image courtesy of "Photokanok" / FreeDigitalPhotos.net

Image courtesy of “Photokanok” / FreeDigitalPhotos.net

Would you like to take a bite out of the big dog’s market share? If you want to grow…that’s where you’ll most likely have to steal customers.

Are you saying to yourself, “Why would I want to steal customers?”

Well…that’s where your growth comes from. People are already using someone else to get the services or products you provide. But not all of those consumers are happy with who they’re doing business with. That’s where YOU come in.

You need to be more appealing to them. You need to offer something better. You need to treat them better. Ya know? Good customer service? Yeah, it’s important. Putting your employees on auto-pilot and free rein to act however they wish…isn’t a good plan. If you’re going to chop down the “big dog” a little bit…you’re going to have to perform better – in every aspect within your business.

THEN…you need to tell people about it. That’s where your radio advertising comes in. It’s easy to just spend some money on advertising and watch it NOT work. That’s a piece ‘a cake. The hard part is making your advertising WORK. Especially if you have a big dog in your industry who is “top of mind” in Sioux Falls (or wherever you are).

So, if that’s the case, you’ll probably have to run more than 3 radio spots per day. We’ll be looking at possibly 4, 5, or 6 radio ads per day. There’s not one formula that’s going to work best for everyone. You have to take into account your competitive situation – or your “big dog” situation.

And if you’re already one of the bigger dogs, then you have to be aware that you’ll have competitors who want to take a piece of YOUR pie. So, you’ll want to at least protect that share with a good ad strategy. And Radio is one of the best places to do that.

You’ll need to set yourself apart from your competition. You need a strategy that lets people know how you’re DIFFERENT. And how you’re able to make their life better by choosing YOU. It’s more than just “running radio ads”. We’ll help you come up with a differentiating strategy. We’ll help you come up with a series of radio commercials that can start “sticking” into people’s minds. And radio does that best when you insert EMOTION into your radio ads. You will need to connect with potential new customers on more than a logical level. You need to push some of those emotional hot buttons and get people to remember you and feel good about you when they need what you offer.

When you buy any kind of advertising…if you’re not told any of this, then you should be wary. You might be told that just by advertising on their TV station, newspaper, website, or buying a special direct mail list that RESULTS will automatically come to fruition. That’s not the case. You need to SAY something worthy in your advertising. The media you choose isn’t the power, it’s the message you’re spreading around. If you don’t say anything in your advertising that is compelling and if what you say doesn’t move someone closer to doing business with you…then you’re wasting your money.

Did you know that just by sharing a better message (above and beyond a poor or average message) your RETURN ON INVESTMENT can be up to 8x better? Yes. 8 TIMES! So, doesn’t that even make it sillier when you’re worried about getting the lowest ad rates? I can find you some really cheap advertising…but you’ll still be throwing that money down the drain if you’re not saying the right things in your ads.

You wanna go after the big dog? We’re good at helping local Sioux Falls businesses do that. And if there’s not a clear “big dog” in your category right now…we’re good at turning businesses INTO the BIG DOG. What’dya say? Ready to take a look at how we can help? How I can help? Yes, I work alone on most of my clients’ radio strategies and ads…but when it’s needed I also get help from my team at Results Radio. That might entail orchestrating a few brainstorming sessions with my team and your team, or bringing one or two extra people along to meet you and ask a few of their own questions.

Let’s start here though…

What would you like your advertising to accomplish?

What is your 5-year GOAL for your business?

Ideally, how much more would you like to grow in the next 5 years?

Let’s start there. I want to help you hit your big target. Maybe you have a goal of growing your business by 4x. That’s great. Let’s start the discussion on how we could help make that happen. It’s more than just advertising…and we’re here to give any extra advice and resources we can if you need it. We’re way more than just a radio station. We’re business growers. We’re staying on top of everything so our radio stations (and our websites) remain in the homes, cars, phones, and work areas of the majority of the population.

I’d love to help. All you have to do is reach out to me. I’m harmless. : )

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Ad Writing / Ad Strategies / Digital Advertising / Radio Sales

605-940-7984

duane.christensen@results-radio.com

I’m a radio rep for Results Radio Townsquare Media. I write this blog on behalf of myself. Bottom line? I truly enjoy helping businesses get from their Point A to their Point B in an efficient manner. And Radio Advertising is just one of those ways that has worked wonderfully well for my radio clients. We have 8 radio stations within our group to help you reach the people you’re looking for.

I Want My Pot Roast NOW!

Great success with your Radio Advertising is like a pot roast.

You’d love it if you could cook a pot roast in 10 to 20 minutes…but you’d be disappointed. You’d love it if your Radio Advertising worked at its maximum level within the first week or month you’re on the air with your radio ads…but you’ll be disappointed.

That delicious pot roast takes some time to fully cook and bring forth all of its juicy, meaty goodness. And it’s the same for your radio advertising…

Image courtesy of "-Marcus-" / FreeDigitalPhotos.net

Image courtesy of “-Marcus-” / FreeDigitalPhotos.net

But it’s well worth the wait when you bite into that roast. And your radio advertising will be well worth the wait when it starts getting into the minds of the listening audience (and sticking).

Let’s compare this to Direct Mail – the microwave popcorn of advertising.

Direct Mail gives you almost everything it can give you…immediately. Heck, “they” even say you’re supposed to commit to at least 4 mailings to a particular list before you can see any real results. So, why would you only do Radio for a few weeks and then abandon it when you’re disappointed?

What radio does that any Print advertising cannot do…is settle into your memory. Branding. You can become “the one” most people remember when they need what you sell. Wouldn’t that be cool? You can be “the one” people FEEL BEST ABOUT when they need what you sell. Do you know what the glorious results of that are? It means growth. It means you don’t have to put a “special offer” or discount into every ad. More profits. Better customers who value what you stand for, not people only looking for “a deal”. And that happens because of SOUND. You can stick into someone’s head with a good message faster and more sticky by using the power of Radio sound and repetition. (think Pavlov’s dogs – bell ringing)

How long is your product or service buying cycle? Which means how often to people need you? Every week? Every year? Ever 5 to 10 years? Your answer depends on how fast your advertising will work. If you’re selling mattresses, I’m going to make you a much happier advertiser with Radio versus your print advertising or Direct Mail campaign. Are you a remodeler, home builder, plumber, roofer, garage door company, farm implement dealer, furniture store, glass company? Same. Not everyone needs you today or next week or next quarter…that’s why it makes more sense to take the road to branding and getting into your prospects’ minds as one of the best, safest, most trusting place to buy from when they need you. You can’t make that happen with Direct Mail or the newspaper or a billboard.

You can’t do that with a crappy Radio message either. That’s why I focus on crafting a radio ad campaign strategy that lays the foundation for getting people to feel most comfortable with YOU…instead of any of your competitors.

So, let’s be patient and do it right with a tasty pot roast instead of settling for pop tarts or microwave popcorn. Let’s start the conversation. Give me a buzz and we can discuss your unique situation.

Side note: When you’re on the Radio…any Direct Mail piece you supplement your Radio campaign with will have more impact. Just make sure you have a bold message to share. Get noticed. People aren’t waiting patiently for your next advertisement. Every radio ad, postcard, thank-you note, etc., needs to pack a little punch.

Thanks for reading and have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

What’s Your Reason for Advertising?

Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Why do you want to advertise?

  • Because business is slow?
  • Because you now have some cash flow and want to keep growing?
  • Do you need a short-term “fix” or spike in sales?
  • Because you can’t keep customers happy and need to constantly replace them with new ones?
  • You’re a new business?
  • Something else?

I love helping those businesses who want to grow, and who want to continue to grow and take a bigger slice of the market. Or those who have a lot of competition and are fighting to maintain their share or would love to “move up in the ranks” within their local market.

And that can’t be done by quick bursts of advertising like a shotgun at the hip hoping you hit something. A splash here, a splash there, a sprinkling of ads to reach everyone – it just doesn’t work..

You wish that would work. Everyone does. But it doesn’t.

I want to help you and CAN help you, if you answer Yes! to these questions:

  • Are you looking for consistent growth, year after year?
  • Do you want an advertising campaign where you don’t have to discount your prices in order to snag a new customer?
  • Would you like someone to help you manage your ad campaign? (meaning someone who will stay on top of things, write ads, keep ads fresh, give you time to do other things like run your business)
  • Would you like help with what you say in your ads? (ad writing, set you apart from your competition, slogans, etc.)
  • Would you like to work with an advertising person who has your best interest at heart and can advise you on other marketing tactics?

Radio advertising is currently helping hundreds and hundreds of local Sioux Falls businesses. The businesses in which Radio Advertising helps MOST, are those who are being a little “different” in their advertising message. They’re not just using Radio for the sake of using Radio. They’re using it to engage on a deeper level with Radio listeners. They’re branding themselves as one of the top go-to places for Sioux Falls and surrounding area consumers.

Sure, Radio can “get your name out there”. But what good is that if nobody will remember your name when they actually need what you offer? Great radio advertising will brand your business name into the hearts and minds of the large radio listening audience. When you do that, you’re not only advertising to the miniscule slice of people who need your product or service NOW…but you’re branding yourself. That way, when the other 99% (give or take) of your radio audience who need you down the road…will remember you. And then, you’ll be one of the top choices they contact, or possibly the FIRST businesses they choose to contact.

Can you imagine how something like that could immensely improve your situation and bottom line?!

Radio is mass media. Which means it reaches a ton of people. Don’t get overly worked up about your “target”. People are people. And they listen to all different kinds of Radio. There is not one kind of person who listens to one kind of Radio. Radio reaches the masses. And you’d be surprised at which radio stations people listen to. Don’t use Radio for “targeting”. That’s what Direct Mail is for. Radio is for branding your business into the hearts and minds of massive amounts of people.

If you know the type of person you’re looking for (a profitable customer whom you enjoy serving and doing business with)…your Radio advertising should talk very directly to that person. Talk to their likes and dislikes. Talk to their heart. Befriend them with your Radio ads before they ever do a lick of business with you. Earn their trust. Help them feel confident they’ll be treated right if they decide to visit you. Make them feel like you’re “the one” to help solve their problem or improve their life.

What’s YOUR reason for advertising? Is because you’re dabbling with entrepreneurship? Or is because you want to take the bull by the horns and make something happen? Business growth and success does not happen automatically or magically. Successful local businesses went after it. They knew there were obstacles and possibly even a lot of competition in their field. They knew they had to advertise, commit to a plan, and do it differently than everyone else spinning their wheels and sprinkling their ad budget around hoping something sticks.

This isn’t a “DO THIS or you will fail” message. I just want to be one of the first people you contact when you have advertising and marketing questions. I’d like to help you understand what works and what doesn’t when you decide to invest in a successful advertising plan. I want to help. I love to see good businesses (who are good to their customers) succeed and prosper. I want to introduce you to MORE people who would appreciate the products or services you offer.

A good Radio plan can work wonders. And it doesn’t have to be overly complicated. I’ll explain how it all works – just give me a call and we’ll talk. No annoying pie charts and statistics about how Radio is the biggest, baddest thing since sliced bread. Just honest advice on how you attract more profitable customers and grow. Radio is helping my clients do that. Let’s help you do the same.

Have a great day! Hope to talk to you soon.

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

You Paid Too Much For Your Fireworks

Image courtesy of "graur razvan ionut" / FreeDigitalPhotos.net

Image courtesy of “graur razvan ionut” / FreeDigitalPhotos.net

I got annoyed the other day, listening to all of the fireworks ads.

Yowza! If there’s any industry who needs to “say something different” in their ads…it’s the fireworks people. You know the ones with the big red, blue, yellow, white, or black buildings?

Here’s what they tell you…

“The lowest prices, the biggest bangs, in the big (insert color) building.” yada yada yada

Then, I heard this in one of them…

“If you didn’t get your fireworks at the big blue building, you paid too much.

Then, a few minutes later, I heard another advertiser say this…

“If you didn’t get your fireworks at the big black building, you paid too much.

Now, I’m confused.

Do you know where I got MY fireworks this year? At the smaller fireworks shop that was closest to where I live. Did they have the lowest prices? I have no idea. Even if I paid a couple bucks extra for the $57 of bangers I picked up…whatever. They were really busy for about two days before the 4th of July. And I’m sure they didn’t advertise.

Listening to all the fireworks ads, I thought, “There’s no way these places are getting much ROI from these ads.” These advertisers are trying to persuade us to go to their establishment based on price mostly – which there’s no way that fireworks prices differ that much between buildings. Or they’re trying to tell us that they have the ultimate boomers and sparklies to light up the sky. I don’t believe it.

So, what would I do if I owned one of these places? My radio ads would let people know where I’m at… “Hey if you live or work near (insert location), stop by and let’s get you all set up for your Independence Day celebration.” My radio ads would also let people know that most fireworks are going to cost pretty much the same wherever you go…so you might as well shop at a place with some friendly smiles and free “big daddy” punks.” (or some kind of freebie that you give them with every purchase)

But the biggest way to make a fireworks ad go a long way is to make the WHAT YOU SAY and the WAY the ad is voiced totally different from every other fireworks ad. Don’t make it sound like the monster-truck-sunday-sunday-sunday! ads. Just tell it like it is. “Yup, we sell fireworks just like the 50 other places in this town. And the prices aren’t really that different. We’ll greet you with a smile, give you the help you need if you want it, and thank you for your business when you’re done shopping.”

Call me crazy…but that kind of message would stand out against a crowd of fireworks ads who all tend to be saying the same exact thing.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

Radio Advertising: How To Find Success and Results

How many successes in your life can you account for…in which you didn’t have to put forth the time, effort, and work to get it?

Success in your marriage?

Time and effort.

Success in parenting?

Time and effort.

Success in school?

Time and effort.

Success in business?

Time and effort.

Success in Cheesecake making?

Time and effort.

Success in advertising though? Well, that should happen immediately! And there should be a 1-size-fits-all formula to make it virtually effortless!

Something smells wrong here.

Image courtesy of "Naypong" / FreeDigitalPhotos.net

Image courtesy of “Naypong” / FreeDigitalPhotos.net

I’ve made the occasional mistake of letting a business owner advertise “the wrong way”. I gave a recommendation, but they rejected it, and put forth his own terms. Even though every other ounce of advertising he’d done in the past could have been considered less than successful, he wanted to keep doing it the same way.

There is actually a rough formula for advertising success…but two important factors in that formula are time and effort. And this is so important in Radio advertising (but also most advertising). Don’t you plan on being in business for longer than 2 weeks? Then, why do you keep searching for short-term, magical advertising successes?

Can you tell a child to “Be good” just ONE time…and that child grows up to be a generous, caring, benefit to society? We wish.

All lasting, good things that we acquire throughout our lives require time and effort. Of course, you can add in other ingredients to the recipe, like discipline, patience, nurturing, intellect, etc. But I need you to understand that advertising success isn’t automatic. Just because you’re “on TV” means nothing. Just because you’re “on the radio”, “in the newspaper”, or “on the Internet”… means nothing.

When you want to “do” advertising in Sioux Falls (or anywhere) the right way, call me and let’s get to work.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

I write ads, prepare radio schedules, create strategies for your ads (so you can stand out from your competition), give online and other marketing advice, and will keep your advertising fresh and new. I hear a lot of ads that air for 6 months or more before they’re changed out. That’s way way too long…and it’s not doing you any good. You have a lot of things you can share with the public that will help you become a trusted resource to them. Then they BUY. Let’s do that!

My Results Radio Townsquare Media website: http://duanechristensen.townsquareinteractive.com/

Copy Writing: Persuasion with Words

What’s the ultimate skill you possess when it comes to copy writing? What kind of wicked wordsmithing do you conjure up? Or are you short on copy writing skill?

Here’s when you absolutely need some extra copy writing training and advice…

IF IT TAKES YOU LONGER TO UNDERLINE, BOLD, AND INSERT TRIPLE EXCLAMATION POINTS TO YOUR COPY THAN IT DID TO ACTUALLY WRITE THE SCRIPT OR COPY…THEN YOU MAY BE ABLE TO BENEFIT FROM SOME EXTRA COPY WRITING INSTRUCTION.

You need to "shock" a little. Image courtesy of "foto76" / FreeDigitalPhotos.net

You need to “shock” a little.
Image courtesy of “foto76” / FreeDigitalPhotos.net

Your copy needs to do something. It needs to JOLT in some way. Of course there are a lot of ways to do that:

1) Words and phrases that are completely out of left field and make people go “What the…?” causing them to HAVE to hear what’s next. You need to surprise people with your word choices. Just don’t disappoint them after the “What the…” moment.

2) Storytelling in a manner that sucks a person into the story. (Let’s say it’s a radio ad) A story told in such a way that if someone were to reach over in an attempt to change the radio station in the middle of the story…you’d slap that person’s hand.

3) Sharing information that is unknown to a reader/listener. Information that is intriguing and feeds the curiosity and thirst for knowledge within us.

4) Raw, personal, and “human” content. When you share a vulnerability of some sort about a person or company, people perk up. They like to know that they’re not the only messed up souls on the planet. They like to know that some of the thoughts in your head…match up with a few of theirs. It helps to connect with them. It deepens relationships. It helps them remember you…when they need what you sell.

Those are only a few ways to inject some degree of jolt-factor into your copy.

And do I really need to say this?…

  • Kill the cliché stuff.
  • Take a noose to the “ad speak”.

Speaking of “ad speak”. Was it Roy Williams of the Wizard Academy who coined that term? Either way… he has been instrumental in my copy writing,  marketing, and advertising education. Have you read his “Wizard of Ads” trilogy? It’s a must if you’re in business.

Other recommendations…

Well, besides Roy (who I still refer to and learn from) I also liked Jeffrey Fox’s “How to Become a Marketing Superstar” when I was starting out. It’s great for someone just learning. I’d say get some of the basics of copy writing down first.

THEN…THEN…Then, when your brain is REALLY hungry to get good. When your appetite to learn more is fierce, dig into the teachings of these people…

Eugene Schwartz

Dan Kennedy

David Ogilvy

Claude Hopkins

Jack Trout

Joe Sugarman

Gary Halbert

John Carlton

Roy H. Williams

…and of course there are a ton more. These are just some really strong suggestions. I still get hungry, too. If you have 1 or 2 other suggestions that I may not have read…please feel free to comment and SHARE with me. : )

Just remember that the people you’re trying to persuade with your copy writing need to be jolted a little (or a lot). They need to be awed and seduced. Don’t try to trick them into paying attention…make them want to.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/ (And if you’d like a business website like this, or nothing like this, give me a shout. I’ll point you in the right direction)

And if you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the market.

Or if you’d like to set up a free blog like the one you’re reading, I can help you get started with that too.

Radio Advertising Advice for Beginners

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

Beginner (Studying)

Image courtesy of “stockimages” / FreeDigitalPhotos.net

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

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

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

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

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

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

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

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

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

Have a great day!

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

Results Radio Townsquare Media in Sioux Falls

605-940-7984

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

That Big Group Of People You Forget About

I’m re-reading a couple of books. One of them is about direct-response advertising. The author is a vacuum cleaner store owner. Through years of trial and error, this business owner talks about how to grab the low-hanging fruit with special offers and magical headlines in print advertising. And also with Yellow Pages. It’s a book written about 15 years ago, I believe.

Image courtesy of "xedos4" / FreeDigitalPhotos.net

Image courtesy of “xedos4” / FreeDigitalPhotos.net

Then, the next book of his, he’s talking about how the economy sinking, really hurt his business and he knew he had to figure out what to do online. He talks about the decline of newspaper and the Yellow Pages…and that the majority of people are searching online for local businesses. So, he discusses how he dominates page 1 of Google searches at no cost. And he doesn’t pay for SEO. (I can help you do this too)

But…he talks about ALL the people he was forgetting about when he was only advertising with print and the yellow pages. He had forgotten about that group of people not quite in buying mode…but in research mode. The ones that were looking for answers to questions…and also looking for a business they might be able to trust. That group of people is mucho grande! That group of people is at least 10x the size of people who are ready to buy at this instant. So, his philosophy is to provide content online for those in the gathering information stage. Win them over BEFORE they decide to buy. Awesome! He gets it. But what nobody has taught this business owner is that the right kind of radio advertising is one of the best ways to win this huge group over. (It all depends on what you SAY to these people in your advertising)

Many business owners have only been told that your advertising must bring you instantaneous results…and that every penny you spend must be trackable. That’s great, but first, most advertising professionals don’t even know how to give THAT to you. So, you end up wasting money month after month, chasing something you’ll probably never find – Results that pay you back – Return on investment greater than what you invested in the first place.

So, back to radio…and that huge group of people you’re forgetting about. Using radio to talk to people 1) before they need you, 2) while they’re in research mode, and 3) when they’re ready to buy, is what will make you go, “Oh, yeah, this is nice.”

But that’s the tricky part. I’m not saying it’s Radio that is the Magic Key here…it’s talking to people like you actually care about them. It’s sharing a message of helpfulness and getting people to trust you before they’ve even met you. RADIO just happens to be one of the best mediums to get that kind of message across. People are listening consistently to radio. At all times of the day!

So, when you’re wondering how to take your business to the next level, and go after that big group of people you’re forgetting about…give me a shout. I’m here to make this process as easy and stressless as possible.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

I write ads, prepare radio schedules, create strategies for your ads (so you can stand out from your competition), give online and other marketing advice, and will keep your advertising fresh and new. I hear a lot of ads that air for 6 months or more before they’re changed out. That’s way way too long…and it’s not doing you any good. You have a lot of things you can share with the public that will help you become a trusted resource to them. Then they BUY. Let’s do that!

You Put Ketchup on Your Fish Sticks?

I was 7 years old. My sister and I were staying overnight at Aunt Jackie’s and Uncle Dave’s. But I need to give you a brief glimpse of who Dave is…before I get into the fish sticks.

Image courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Dave had a sprint car photography biz back then. He had a darkroom in the basement. A dark darkroom. So, every once in a while I would tag alongside him while he developed his photos. Eventually, he taught me how to develop photos in complete darkness. The steps to take, the chemicals to use, the timing, the care, the precision…everything. I thought it was pretty cool. I respected Dave. He was fun. He let me try stuff, ya know?

Dave’s a Vietnam veteran. I think he saw too much. I’d love to ask him about it sometime…but I’m not sure if he’d be up for that.

Dave built cars, raced cars, fixed cars, and adored cars. He always teased my Mom saying he wanted me to drag race. Oh…I could only imagine. I never got into racing though. Mom always said something like, “Over my dead body.” Ha.

Dave was an Air Force recruiter for a while, too. He’d send me photos of awesome jets and bombers from Abilene, Texas, and cover every inch of the back of the photo with all the specs of those planes. I was in heaven. I’d memorize every detail and hang’em on my bedroom wall.

You probably understand by now that Dave did a lot of things. He wasn’t afraid to give something a whirl. To just “go with it”. It’s a quality that works for some, and for others it scares them to death. Some of him probably rubbed off on me…except I’ve really only been dreaming about things…not DOING them. Some day, right?

So, back to the overnight stay. Aunt Jackie made fish sticks. We each had some on our plates. Then, Dave grabs the fat, glass ketchup bottle, globs a pile on his plate and proceeds to dip his fish sticks in ketchup. Immediately, I said, “You put KETCHUP on your fish sticks?!?!?!?!” …with a scrunched up face. Dave said,

“Are these YOUR fish sticks?”

I said, “No.”

He said, “Am I telling you to put ketchup on your fish sticks?”

I said, “No.”

He said, “Then, maybe you shouldn’t worry about it.”

Wow.

I’m 38 years old. And I still remember that exact moment. But why? Was it a shocking event? Was it disastrous or monumental? No. I think there’s some deep, meaningful thing there that might have changed my life just a little bit. Even if it was just steering me a degree or two back towards “the road”…it meant something. Why else would that memory be burned in my brain?

I’m thinking that I was getting to the age where I might need a few extra attitude adjustments. Or “checks” on my mouth. Is THAT moment why I’m more open-minded today? Is it part of the reason I respected my elders growing up and still do today? Or why I don’t judge as harshly as others seem to?

I don’t put all of that “education” on Uncle Dave…my parents did a heck of a job raising a kid that knows the value of hard work, love, and discipline. I’m sure it’s a series of little events from the time we’re toddlers until the day we die…that makes us who we are. I’m glad Uncle Dave participated in a few of my “little moments”.

Whether it’s in your business, your advertising, or in your life…there are things worth worrying about…and there are things that you shouldn’t be throwing such a fuss about. You may be ready to take some leaps of faith, but your friends or family are holding you back. They say it’s too risky. They say you’re a fool. They say that your advertising is too “in your face”. Are you asking THEM to do the things you want to do? Nope.

I say…let’s go ahead and put ketchup on our fish sticks!

That memory floated to the surface a few days ago and I couldn’t get it out of my head. I suppose I was meant to share it then, eh?

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

Wouldn’t you rather be remembered… instead of a random option among your competition? I help businesses “say it better” in their advertising. Your advertising MESSAGE holds more power than any other element in the advertising “formula”. 

Advertising Small Business Wonderfulness

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

Bill Cosby released a comedy album in 1966 called “Wonderfulness”. What a great title. Just the word itself makes you want to listen to it. But do YOU have wonderfulness?

Do people know all the WONDERFULNESS that your product or service can deliver?

What do you DO for people? Think about that question. Go deeper than the obvious, “surface” answers. Figure out what you really DO for your customers. Figure that out first.

Then, how do you tell them?  How do you advertise?

If you begin “shouting” at folks about what you sell, you WILL be ignored. You’ll be ignored because thousands of others like you are doing the exact same thing.  Your words have become mere background noise.  Static. Annoyances.

Advertising can drive sales. Advertising can double your sales this year. It CAN if you scrap your current, non-producing ad plan, and start fresh.

WHAT IF…

What if you talked to your prospect about what’s going on in THEIR life?  What if you talked to them about what is truly important to them?  Or about something they wish to fix.  About pain they want to be rid of?  About something that can make them feel happy.  Something that will better their lives.  ??

Because isn’t THAT what we all want?  To be happy – successful – respected – loved – content – admired – free of stress – financially secure – independent – healthy – attractive – comfortable – safe – secure –     etc., etc.

What people want…is to better themselves.  So, tell them how your product or service can aid them in their journey.  Will you continue to tell them in the same ways as most other businesses do?  Will you continue to say the same things?  Will you continue to hope and pray that a Facebook page is all you need?…that it’s the magic potion you’ve been waiting for?

Define your TRUE customer, find out what they REALLY care about.  What “moves” them? What WONDERFULNESS can you share with them?

Have a day full of wonder!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

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