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



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

radio advertising

Image courtesy of “vectorolie” /

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


What does it take to make a radio ad campaign work?

I have 3 clients recently that are seeing some phenomenal things happen partially from their ongoing radio campaigns. So, I thought, “What is it EXACTLY that makes it work?”

I pondered that for a few days… and I’ve got it! And I’ve always know it. But didn’t know how to put it into words. I do now, though. I think. I’ll try.

Business #1: This Sioux Falls business has been advertising on the radio for 8 months. And it’s like a switch went on, and now this business is BUSY. Of course, they got some extra business in the previous 8 months, but not like this. The tipping point has been hit! Normally, it doesn’t take this long for the “tipping point”, but this business has a smaller budget with a TON of competition. Those are two big factors in how fast results will come. Now, because of their growth, there is more budget available, and we can shift into 2nd gear to see what the next wave will bring. It’s very exciting for them!

What’s the secret? It’s not ONE ad… it’s the whole SERIES of ads over time. A new ad every month. A new story in each ad. A new perspective for people to hear. It’s the series of ads and stories, not just one ad.

Business #2: This business has been advertising on the radio for ummm, let’s see… 8 YEARS! After the first 4 to 6 months, they saw a pretty big spike in new business. Then, it went up from there gradually. And their ad budget grew with their increased revenues. After about 4 years, their revenues were about 3x from when they started their radio campaign. These are smart, passionate business people. They know how to run a good business and shine brighter than their competition.

So, recently, they’ve added a couple of radio stations to their annual advertising schedule. And by the way… all they do for traditional advertising is RADIO. Now, 7 or 8 years into their campaign… and after adding a couple of big radio stations to their mix of radio, they are taking off again. Still growing! And through the recession, they stayed steady and were never even close to “panic mode”. They were head and shoulders above their competition and also other similar stores across the entire country. They are leaders in their industry no matter where you look. Have I mentioned they’re smart? Wow, do they get it. They get the WHOLE marketing picture – not just radio. They were being asked, “How do you do it?”

What’s the secret? It’s not ONE ad… it’s the whole SERIES of ads over time. A new ad every month. A new story in each ad. A new perspective for people to hear. It’s the series of ads and stories, not just one ad. There is no magic ad that makes it all happen. It’s the long-term strategy and persistence to change people’s perceptions and make them think of THIS business when people need what this business offers. It’s local branding at a completely different level.

Business #3: This business is seasonal. Most of their new customers come in the late winter to early spring. This business has been advertising on the radio with me for 4 years. The first year was good. Way better than they expected. Which was good because they had tried radio in the past with someone besides me… and it didn’t work. Phew!

That first year, they were considering doing a TV campaign, but couldn’t ever get any ideas from them. And barely even a call back. So, I’m glad they gave me a shot! The second year was better than the first. And then, the third year was the “tipping point” for them. Because they were a seasonal business and didn’t advertise 48 or 52 weeks a year, it was going to take a bit more time before they became a household name in Sioux Falls. And much to their surprise, year 4 as a radio advertiser, knocked their socks off. They needed to hire more people. And they did.

Have I mentioned these folks are smart, too? They hire GOOD people. They know WHO is going to be a good hire, and they never settle for somebody that doesn’t measure up. When they hire people, they stay, they love their bosses. Isn’t that soooo critical? Hire the right people! Be picky. AND they have a vision. They have a goal and can SEE it. And they take action! I can’t wait to see what year 5 brings them. They’re picky with their ads too. I’ve had to go back to the drawing board a few times. That’s ok. It makes me a better marketer. They urge me to dig deeper and strive for the best. And we’re doing that.

What’s the secret? It’s not ONE ad… it’s the whole SERIES of ads over time. A new ad every few weeks of their 4-month seasonal ad schedule. A new story in each ad. A new perspective for people to hear. It’s creating ads that stand out from their competition. Ads that increase people’s TRUST in their business. But the main thing that makes this happen is the series of ads and stories, not just one ad. And every year, it gets better. They were patient… and are being rewarded for it.

I can’t wait to write about my next project. It’s a business run by a couple of smart fellas who are going against everything that their franchise corporate people have told them to do (which wasn’t working very well anymore). This business has been advertising on the radio for 4 weeks. I’ll know more in about 2 to 3 months. I’m hoping their “tipping point” hits just as the cooler fall weather is upon us. Which reminds me, I need to write a new radio ad for them. It’s the next building block in the “fortress” we’re building.

Want to talk about what could be possible for YOUR business? Let’s sit down and discuss your situation.

Thanks for reading. Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog


Sioux Falls: Easy To Start A Business?

Oh Sioux Falls. I’ve considered moving to a more attractive climate before.

Because why do we subject ourselves to such volatile weather? But my wife and I always come back to the same conclusion – to stay. The crime is usually minimal. The people are pretty good – as long as you don’t push your political views down my throat too much. We know a lot of people too – lots of connections. We’re well established here (not always, we went through our “broke as hell” stage). And there always just seems to be something nice about the whole area. It feels good.

So, the allure of the Sioux Falls area for a lot of people is pretty strong. And the economy stays healthy most of the time, so a lot of people try to start their own business thinking that Sioux Falls is steady, but also growing.

But I just want to point out that owning a SUCCESSFUL business all comes down to the customer experience. I know location is important…and financial smarts…and demand for your product or service…but but but there’s too many start-ups that don’t understand you better deliver a solid experience for your customers.

Many think that Sioux Falls is great enough to support any new business no matter how you run it. But we still have low start-up success rates just like every other city around the country. Starting a new business and successfully operating a new business is hard. There’s so much more to do than just opening your doors and saying “Ta-da!!!”

I still have way too many awful customer experiences in this town. And we’re supposed to be friendly and understanding here in God’s country, right? Short story…

I had to drop a few things off at the household hazardous waste facility the other day. I wasn’t expecting the awesome attitudes and friendliness that I received. I got better service and more smiles there…than I do at most other local businesses! But before you say, “So what”, I want you to consider something. They have no competition! They don’t HAVE to be nice. They don’t have to worry about me going somewhere else for better service. And they were still fantastic, cheery, and helpful.

So, what about the restaurant, the plumber, the auto repair shop, the website designer, the restaurant, the advertising rep, etc. that fails to remember that they have a LOT of competition? That I have a ton of other choices?

My point? I’d love to see more new businesses thrive and stay in business – so maybe they could take a lesson from the awesome guys at the household hazardous waste facility here in Sioux Falls. It’s not easy to be profitable and be successful as small business owner…so don’t shoot yourself in the foot by forgetting that your biggest assets are your customers.

Start there first. Get some good word-of-mouth going. Then when you advertise…I’ll help you attract new faces and increase the volume of your good word-of-mouth even more! Pretty soon you’ll either have to expand, add another location, or just enjoy your profits.

Sioux Falls…I like you. I’m staying. And I want to help you grow and become known as a city of respect and friendliness – no matter if I’m walking down the street, in need of a good electrician, or ordering a Philly sandwich.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog