Seeing Your Business Through Your Customers’ Eyes

I decided to write a little bit about this topic because I’m giving a short talk to a small group of Home Builders Association of the Sioux Empire members. I think the best way for me to really get ultra-familiar with a topic is to write about it. 

This topic is kind of vague. There’s not really a step-by-step guide. It’s about helping you improve your understanding of your customers. What makes them tick? What makes them buy from you? What do they wish you did, but you don’t? The answers to those questions can open a lot of new doors for you.

To me, Seeing Your Business Through Your Customers’ Eyes means you have to get to know your core group of customers really well. I don’t mean having beers with them every week, but maybe just TALK to them more often than you do.  Ask some good questions about the problems they have, and about how well or poorly your product or service addresses those problems.  Then listen to them.  Really listen. Listen so hard that you have to stop them a few times for clarity and say, “tell me more about that” or “explain that a little more”.  And make them feel comfortable enough, so they will also share any shortfalls your products or services may have… not just “the good stuff”.  Remember, you’re trying to improve your business, so get out your “thick skin” and be willing and prepared to hear the bad stuff, too.  

The True Benefits

What’s the benefit of understanding your customer better? Why does it matter? Why should YOU care?  Quick answers: Growth comes easier, customer service is better, marketing is more effective, an overall more successful business.

When you know your customer in a deeper way, or know how they feel about your business or product or service… then, you’ll be able to please your future customers better. That also leads to having fewer negative word-of-mouth incidences and fewer negative online reviews.

That reminds me… Have you checked your Google reviews lately? Make sure someone is checking that from time to time. Tip: If you have your Google business page set up correctly, you’ll get notifications for when any new review comes in. Then, you’ll be able to reply to that person in a timely manner with a “thank you”… or you might be able to head off a bad review by seeing if there’s something you can do to fix the negative experience they had.

Who Is Your Customer?

You have to know who your real customer is. Not demographics. That’s the stuff that doesn’t matter as much as you think it does. Who are they INSIDE? What are they FEELING? What are their PROBLEMS?  What do they CARE about?
 
Let’s try a few.

The flooring / carpet business…

“She’s a 56-year old female who is ready to stop settling. She wants soft, durable, and beautiful carpet that enhances her home and that her grand babies can crawl around on. She also likes to hear from us that if anything might go wrong along the way, she’ll be taken care of. She appreciates a solid, trusting relationship with the local businesses that she deals with.”

The financial services business…

“She’s 44 years old and she wants to know that her future is secure. She wants to make sure that if anything were to happen to her husband, her family wouldn’t have to sell the house and move. She wants to know that she won’t have to get a second job. She wants financial peace of mind for later in life.”

The home builder / remodeler…

“Our core customer is a married couple who knows they don’t want a ‘cookie-cutter’ home. They have a comfortable income and it’s ok if they have to pay a little more for uniqueness and higher quality. They’re usually pretty tidy and like things to be a particular way. They also want to know that they aren’t paying 20% more than the industry average for building and design services.”

The high-quality hotel…

“He’s a business traveler who needs a comfortable bed for a great rest. He needs a little extra work space in his room to prepare for the next day of sales calls or meetings. He’d rather not have to leave early to grab an unhealthy fast food breakfast, but rather have ample complementary choices for breakfast at the hotel. And since he’s from out of town, he occasionally asks for dining, shopping, or entertainment destinations in the area.”

 

The kitchen and bath showroom…

“She wants to really impress her guests with a gorgeous kitchen. But she also wants to know that it’s not going to cost an arm and a leg for extra design help.  She has about a dozen different magazines or pictures with her when she walks through the door. She knows the general style she’s looking for, but often times gets excited when we show her a few design concepts and colors she hasn’t seen before. She usually loves our attention and knowing that we care.”

Take Off Your Blinders

You may think you know your customer, but many business owners or managers have BLINDERS on. You get too close to your business. You get tunnel-vision. But it’s not your fault. It happens automatically. All you have to do is break the cycle and the habits you’re in. Look at everything a little bit differently – as if YOU are the consumer who’s considering doing business with you.


There are a lot of different ways you can step into your customers’ shoes or see through their eyes to get a better glimpse of what you’re doing well and what you may need to improve.  I’m going to try to give you a few ideas here…

Hire some secret shoppers – then get their honest feedback. You want to know what their experience was like throughout every touchpoint within your business. On the phone, in-person, level of confidence they had in the people they talked to within your business, how did the environment or surroundings make them feel, etc.

TALK to some of your core customers or past customers. To me, this is the most important one. Do a mini-interview with a few customers. Have a list of questions ready that you’ve really thought out. Ask them what they care about.  Ask them how you could have helped them in the past even more. Ask them what they love or appreciate about what you do for them. And for helping you out, why not give them a gift card or something for their trouble?And if you’re tempted to just rely on sending out surveys instead of actually talking to your customers, you’re going to miss out on some really important feedback that is pretty much impossible to learn from a “Rate Us” type of survey, hoping they’ll actually fill out the comments area at the bottom.

One thing to ask your customers to do, that could be really valuable, is to ask them how they would describe your company (or what you do) to a friend. They’ll use verbiage that you wouldn’t think of because you’re too close to your business and haven’t looked at it from the outside-in for a long time.  If you gather a bunch of those, what you find, can help you say things in your marketing to better connect with your ideal prospect. You may find out part of what you offer, that you thought was awesome, isn’t really that important to them, or vice-versa.  It will also help you understand how to talk to your customers in their language – because maybe you or your employees are talking over your customers heads.

Know your competition.  What kind of experience are your potential customers having with your competition? Is there something they do, that you don’t?  What kind of messages to they put out to the public in their marketing?  By knowing what your competitors are doing and saying, then you know what your customers or potential new customers are also hearing and seeing.

Talk to your employees one-on-one. Ask them what they see and hear from your customers. What are the most common questions your customers ask them? Is there anything that is commonly asked for that you can’t provide?  If your employees really aren’t sure… then you should encourage them to ask your customers more questions, also. Let them know that your customers are your best resource for improving customer service, marketing, sales, etc. 

Pretend you’re one of your customers who is looking for information on your website. You may think a website is just a website. But is it easy to find your phone number there? Your hours? The basics of what you do and do well?  It should be easy for your customers (and non-customers) to easily find the information they’re looking for on your website. It’s one thing that is often overlooked.

Get down in the trenches for a few days, or every now and then, to make sure you stay in-touch with your customer’s problems, wants, and needs. You may think that you can run on auto-pilot (or manage from a distance)… and maybe you have some good systems in place to help ensure a good customer experience… BUT you need to check that system from the ground up, periodically.  

Short snippets about “walking in your customers’ shoes” and why it’s important…

And here’s one more from Shep Hyken that’s quick and to the point…

You need to see your business through the eyes of your customers once in a while. They’re the reason you’re in business, right?

Duane Christensen    605-940-7984     duane.christensen@results-radio.com

Marketing Strategist

Results Radio Townsquare Media – Sioux Falls

www.duanechristensen.townsquareinteractive.com

Take Your Old Advertising Ways To Slaughter

Still advertising the old way?

Hog Trailer

You’ve advertised for years and years, maybe decades… and you’re still not happy with your advertising and marketing results.  Then, the “new guy” (in the form of online advertising), steps onto the playing field, and you’re like, “Finally! Advertising that I can track!”   But lo and behold, you found out THAT was a crock of malarkey, too.

No matter WHERE you have advertised and no matter who has been in charge of it… it’s always failed, right?

The old way: advertising that looks, sounds, and wreaks like every other advertisement out there.

There are a few different kinds of “old way” advertising.  One example is just cramming a bunch of bullet points about your business into a radio ad (or any kind of ad for that matter) and then “picking the right station” to be on.  Doesn’t work, right?

Note to self: Stop doing it that way. Take that method of advertising to slaughter. Kill it. Be done with it. Aren’t you fed up?

Another example of “the old way” of advertising “CREATIVE”. That’s when it’s humor or special effects or any other kind of creativeness shoved down our throats in an ad… but there’s really no tie from that creativeness to your business.  No relevance. And that means people might remember the “funny stuff”, but they don’t remember YOU. We’re flooded with “creative” ads that don’t work any better than the first example I gave.

Note to self: Stop doing this, too. Slaughter the “old way” of what you think advertising should look or sound like.

I built my wife a website a few years back. She’s a Realtor. I added a page on the website called “4th Dream Home Story”. She has received comments from a few new clients about that exact page of the website. They think it’s cool.  My wife said, “When people read that, it’s like it allows them to trust me a little bit before they’ve even met me.”  I said, EXACTLY!

That’s the power of telling a story. Of sharing a personal story. They won’t remember all the other “stuff” on the website, but they’ll remember that. Plus, it ties into real estate – even better.

So, try to remember how it is that you form really tight relationships with people. Is it by spewing a bunch of facts and boring figures to your friends? No. You tell stories. You’re emotional. And that’s how you win over new customers, too. You make friends with them by creating ads that show you’re human. You bond with them through your ads. You want them to relate to what you’re saying. Be vulnerable. Shit, tell them about a bad divorce, or a influential parent, or the time you were stuck in an elevator with the Beach Boys.

Entertain them. Don’t sell them. “Selling” is for short-term goals that are short-lived. Building relationships within an audience is how you’ll win over the vast majority of them. Tell them something in your ads that will make them think, “Hmm, seems like a nice person.”

You’re afraid to be the spokesperson for your company? You need to get over that. Be the passionate business person you are… and win over a bunch of people by being YOU. And if you can’t read a script to save your life, I understand. Then, let’s sit down and just talk. I’ll record your raw passion for the business, your stories, and more. And it will turn into a radio ad that will be better than anything that was ever scripted.

Take the ineffective old ways of advertising (what you “think” advertising should look and sound like) and leave them by the side of the road and hit the gas. You don’t owe them anything.

Duane Christensen – Local Marketing Guy

Results Radio Townsquare Media – Sioux Falls, South Dakota

605-940-7984       duane.christensen@results-radio.com

Duane - Helmet 2016

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

 

 

radio sales marketing

Are Your Radio Ads “Skippable”?

When someone hears your radio ad… what do you think they do? Are they interested, entertained, or intrigued? Or are they annoyed, bored, or oblivious? There’s a great novelist and screenwriter, named Elmore Leonard, who has a quote that sums up how your radio ads need to be written. He said, “I try to leave out the parts that people skip.”

Radio Advertising for Sioux Falls

In 1972, Elmore read The Friends of Eddie Coyle by the late George V. Higgins. It inspired him to “loosen up” and not be as rigid, to get into scenes quicker; Fifty-Two Pickup, (1974) Swag, (1976) and Unknown Man No. 89 (1977) remain the essential trilogy of the Elmore Leonard sound, the setting no longer the old west, but urban Detroit.
It’s never a bad idea to “loosen up” with your radio ads.

Dude. That’s all you have to do.

The WORDS are THE MOST IMPORTANT PART OF YOUR ADVERTISING EFFORTS.

But unfortunately, most advertising you see or hear includes many “skippable” words within them. Don’t let it be yours.

How do you keep an ad from being skipped over? You have to put in the work up front. You have to do the research. You need to sit and think (yes, thinking is a lost art form – but if you get good at it, you can write your own paycheck). You have to get into the head of the people who want or need your product or service. What’s going through their mind? What do they care about? (Hint: It’s usually not how long you’ve been in business)

  • People want solutions to their problems
  • They want to buy from someone they can trust
  • They like to be entertained

And please, SKIP THE BORING AND IRRELEVANT STUFF.

So, remember those things when you’re putting your next radio ad together. If you think that radio ads are just the name of the business, a laundry list of what that business does, and the phone number 5 times, you’re going to be really upset with the lack of results you get.

“I try to leave out the parts that people skip.”   -Elmore Leonard

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

duane.christensen@results-radio.com

power of sound and radio advertising

The Power of Sound by DC

The Power of Sound Radio advertising has the potential to OBLITERATE the local advertising medium competition.  Part of that reason is because of the power of sound.  Sound vs. Visual.  Which is better?  Which should you choose? You’ve heard that, right?  Or thought it? “I have a visual product.  Therefore it makes absolutely perfect and logical sense to use a visual advertising medium.” Geez, it would sure be nice if advertising worked that way.  Simple.  Straightforward.  A step-by-step formula for advertising success… Sorry.  It doesn’t work that way.

Have you ever read a great article? You didn’t read the whole thing because of a picture.

Has a song ever changed your mood?

Has anyone’s words ever hurt you?

Something to think about.

My clients are getting great results because of the words we’re using in the ads… the stories we tell… and the people used to deliver that message. It’s not about a picture. It’s about creating pictures in people’s minds… with words.

SIOUX FALLS RADIO ADVERTISING blog

Duane Christensen

(Weirdo at Results Radio Townsquare Media)

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

 

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/

What Are You Saying in Your Sioux Falls Radio Advertising?

I live, work, and play in Sioux Falls. Usually, I listen to the radio for the music, the sports talk, or the news talk. Mostly the music. But once in a while I scan all the radio stations I can tune in… and listen to the radio ads. Because I’m a geek, I know. But you gotta know what’s out there, right?

Radio Advertising What You Say

Image courtesy of “stockimages” / FreeDigitalPhotos.net

Anyway, I realized that there are a lot of businesses being under-served. They need help. They’re being sold “radio” instead of being offered a way to grow their business – a way for their advertising to actually work. Can you imagine if you KNEW that your radio advertising was working for you? Instead of just thinking of it as a necessary evil. Wouldn’t that be nice.

The way to make it work is to FIRST take what you “think” radio advertising should sound like… crumple that up into a ball… throw it on the ground… and grind that into oblivion. Then burn it. There is a lot of radio advertising out there where I can pretty much guarantee that it’s a big waste of money. All because you’re not saying the right things in your ads. You’re not saying anything worth listening too.

People aren’t listening to radio ads like I do. Remember, I’m the geek that purposefully listens intensely to advertising – nobody else does that. You need to say something that inspires, is creative, tells a story, shares new valuable information in an understandable way, is authentic, or makes people smile… or all of the above.

When you say something worthy in your radio advertising in and around Sioux Falls… you’ll be shocked at what it can do. I’d name off all of the things I hear in ads that is utter nonsense and completely snooze inducing, but the list is too long.

How would your best customer sell someone on your products, services, your employees, or your company as a whole? Start there. Or call me. I’d love to talk about your local advertising woes… and help you out.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio Townsquare Media – Sioux Falls

https://siouxfallsradioadvertising.com/

Need more small business advertising advice? You could try this: Small Business Advertising Kapow

More Marketing in Sioux Falls

How do I explain how to market a small business in Sioux Falls?

Ummm…that’s a tough one. It’s best left for a one-on-one conversation with you. Radio might not even be the best option. Whether it IS or ISN’T, I’ll tell you. I’ll be honest with you.

Marketing is about taking a product or service and trying to make a few bucks. Marketing for YOU could be getting in front of as many people as possible to share the goodness that you can offer. OR you might offer something more niche, where only a small select group is your target audience.

RADIO will help a business most when a large portion of the population will need what you offer at some time in the future. Radio ads are like an army of tiny salespeople.  What kind of businesses would benefit from a good radio ad campaign? Plumbing and HVAC, check. Grocery stores, check. Mattress or furniture stores, check. Fitness centers, check. Restaurants, check. Even psychological services, attorneys, dentists, lawn care, landscaping, or a sewing store can benefit from radio.

There are a few businesses in which I will recommend something different though. Maybe they’re exclusively targeting people who have a combined household income of  $200, 000 or more. Then, I’d say go with Direct Mail. Or maybe you’re a one or two-person shop. You might not be able to afford a radio campaign at this time. BUT… every situation is different. We need to have that one-on-one conversation to discuss a good plan for you.

RADIO is great because it can reach a lot of people. But the best thing about radio is how you can AFFECT people with a good radio campaign. You can change perceptions. You can make people feel most comfortable with YOUR business by saying the right things in your radio ads. Don’t settle for the same old radio ad that sounds like a newspaper ad read into a microphone. It’s not gonna work.

Radio advertising done right will cause the listeners to feel good about you. When we find the right things to say in your ads, you will experience a tipping point. Meaning, there is a building up period in which your messages are starting to stick into people’s minds. You’ll know when your tipping point has arrived. You’ll feel it. Your cash register will reflect it.

So, when you’re wondering about marketing in Sioux Falls… let’s see if radio is a good fit for your business. Let’s sniff around and come up with some amazing ways to get people to love your business. If radio IS right for you, I know that I can help you achieve your tipping point and start growing like you never thought you could. It’s exciting when that happens.

And when you look back on all those years of being frustrated with local advertising… you’ll wonder why you didn’t call that Duane guy sooner.  : )  But I’ll be honest with you. If I don’t think something will work, I’m not going to let you do it. I’ll help you understand what works and what doesn’t.

Here’s to your business growth!

Duane Christensen

Sioux Falls Advertising blog

Townsquare Media – Sioux Falls

I’m a marketing guy, ad writer, and business grower. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.