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/

Up For Grabs

I absorbed a Roy Williams (Wizard of Ads) Monday Morning webinar thingy recently. He said something once about all the people “up for grabs”. So, it got me thinkin’.

Up For Grabs

Image courtesy of “Sura Nualpradid” / FreeDigitalPhotos.net

There are a lot of people “up for grabs” …if only you would say something to them that doesn’t completely insult their intelligence.

“Up for grabs?” you say?

I don’t care what size of market you’re in… the majority of the advertising could be a heck of a lot better. Which means the ads aren’t working too well on people. These people are “up for grabs”. You could begin a well-thought-out advertising plan to win over a healthy portion of those people.

These are people who don’t know WHERE to go for a product or service… so they search the internet. And what do they usually find? A list of hopefully relevant businesses in which they most likely know nothing about. It’s a crapshoot. See? They’re up for grabs!

Now… if you only knew what kinds of things you should say in your ads, right? What could you say to people in your small business advertising efforts that would be the start of a profitable long-term relationship?

Hint: It’s not about you! It’s about THEM. How can you help them? How can you tap into their emotions so they begin to trust you before they even meet you?

You can’t make a friend by announcing, “Hey! I need a friend!” And successful advertising is no different.

There are more people “up for grabs” than are not up for grabs. It’s a big number. Why not go after the lion’s share of that group? These are people who would love to trust a good company like yours.

The biggest difference maker you have in making your advertising work… is saying something in your advertising that will “move” people.

SAY SOMETHING RELEVANT.

SAY SOMETHING SINCERE.

SAY SOMETHING MEMORABLE.

And I usually like to do those things with Radio. Oh my gosh…radio still moves a lot of mountains for local businesses! Yes, the world has more “audio options”, but the numbers (the people listening) have remained constant. The “other options factor” just means that we need to be even more focused on creating a better advertising message (no matter where you advertise).

Don’t bore people’s socks off. Either you have a revolutionary / unique / eyebrow-raising point of difference to share with audiences OR you need to lasso people’s emotions and help them love you before they meet you.

So…who’s ready to talk to that big group of “up for grabs” folks?

Duane Christensen

Results Radio Townsquare Media

Sioux Falls