The Power of Sound

The Power of Sound

Radio advertising.  It’s affordable… it’s versatile… and over 90% listen to broadcast radio every week.  And overall… Americans, still spend more time with our radios than we do on Facebook.  And radio doesn’t melt your brain like Facebook does.  “Melt your brain” is my technical term for “makes you dumber, lonely, depressed, and narcissistic” (and it’s just my opinion – but look at the research).

Radio advertising has the potential to outperform most marketing mediums today.  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.  Doesn’t exist.

Have you ever read a great article?  You didn’t read the whole thing top to bottom because of a picture.  A picture may have gotten your attention.  But the words are what kept you engaged.  The words that were being spoken by you silently in your head.

Has a song ever changed your mood or brought an old memory flooding back?  All the time!  Sound is powerful.

Has anyone’s words ever hurt you?  Sadly, yes.  And I’ve hurt plenty with my words.  Words I wish I could have back.

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.  Spoken words.

Duane Christensen

Your Local Marketing Helper

Sales – Marketing – Copy Writing

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”.

HOW DO YOU WRITE A DIFFERENT FUTURE?

How do you write a different future for yourself or your business? How do you make an impact? How do you change the outcome?

This should help…   2 quick Moneyball movie trailers –

And Whoa! I love this next one too –


When you need to make something different happen…

When you’re tired of the same outcome time after time…

When you need a change

You need to do things differently.

“Your goal shouldn’t be to buy players…your goal should be to buy WINS.”

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

“Doing things differently is pretty much the only way I feel comfortable doing them. I used to feel bad about that. But not any more.”   

Local Advertising Book with no “sugar coating”

This blog post is about a book… and also about your local business… and what you could do to make something really spectacular happen to your revenues. And stuff.

So, I wrote a local advertising book. It’s my first one. And of course I feel that I should have said some things differently in it. And I missed that one type-o. But the best advice for some people (like me) is to just “put it out there”. Because if we wait for things to be perfect, we’ll never “put anything out there”.

Here’s the link to the book, if you’d like to plop down 6 or 7 bucks to learn about getting more out of your local advertising dollars. http://nonfatadvertising.com/brand-new-book-take-a-bigger-slice/

Hey, I’ve read a LOT of marketing books. And some of them left me wondering why they felt the need to use such fluff and industry jargon throughout the whole thing. I write like I talk. I don’t sugar coat many things. And if you don’t get any “eye openers” from reading the book… or any “golden nuggets” from it, I’ll give you your money back.

I think it’s better than 50% of the local advertising books out there. Maybe you’ll think it’s the best one out there. Most of the local advertising books I’ve read, try to tell you WHERE you should advertise. But I don’t do that. I don’t care where you advertise. You might like a particular method or advertising medium. My book will just help you get even BETTER results.

But other people might think, “Oh, great. You’ve given me a lot of tools to help me not waste my advertising dollar… but I really have no idea what to do next!” That’s when you call me. Radio isn’t right for everyone…but it might be totally frickin’ awesome for YOU. Do you want your business to be famous? I could help you out with that.

You’re thinking, “Really? Famous? I’m so sure.” But when you’re branded intelligently in your area, you ARE famous. Just not in the traditional sense of the word. If you’re wondering what it would be like to be BRANDED, just ask a few of my radio clients. If you want some of their phone numbers – I’ll give them to you. They’re happy to tell you what Radio and Duane Christensen has helped them do.

But of course, my radio clients tend to be pretty smart too. They run a good business internally, and they have me develop an advertising campaign in which Radio listeners actually like and REMEMBER.

If you’re not quite sure if you’re ready to pull the trigger on an advertising campaign, in an attempt to reach a specific “champagne-popping goal” then you should first read my book. But if you ARE ready, why not just have a talk with me some day – and I’ll just bring the book to you for free. ; )

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Look for someone who has a passion for helping local businesses get ahead. Your first clue: Do they have a blog? Do they have two blogs? Let’s have a conversation soon.

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

Which Plumber Would You Choose?

I’m going to give you parts to two different ads for plumbers. Then you be the judge on which you’d be more tempted to choose.

Plumber #1

We were at a restaurant, and my brother said, “We’re plumbers…why don’t we start our own company?” You see, at the time my brother and I were both plumbers working for different plumbing companies. We’d been doing it a while and always took note of things that we thought should be done better. Whether it was better employee policies, work ethic, or how our bosses never taught anyone to treat the customer really well. So, we were sitting at the restaurant and we started writing possible names of our new plumbing company down on a napkin. We had about 12 awful names written down when I thought, how about the name of the street we grew up on as kids?…..

And so on…you get the picture, right?

Plumber #2

At B & D Plumbing, we can take care of all your plumbing needs. You’ll have peace of mind knowing that we’ve been in business for 16 years. No matter if it’s a broken faucet or a toilet that needs replacing, you can call B & D Plumbing to get the best service in town. Our trained technicians will take care of you no matter your plumbing trouble. B & D Plumbing is proud to be your Sioux Falls plumbing leader for years to come…….

So, you obviously can see the difference in the two ads. The first one is telling you a story and you’re getting to know that company and what they stand for. The second ad is what you hear every day from almost every local business in Sioux Falls that tries to advertise with radio, TV, newspaper, or whatever. It’s what you get when you think all advertising is the same and choose your advertising based on your favorite radio station, price, or by doing what you think advertising is supposed to be.

Which plumber would you choose?

I’m guessing you’d pick the plumbers that told the story over the other. And I’m also going to tell you that if those radio ads were actually running on the radio, you wouldn’t have even heard Ad #2 because your brain would have said, “Who cares” about 8 seconds in…and directed your attention to something more interesting.

If you’d like some more tips and advice, please subscribe to this blog. Or don’t be afraid to email me any questions or comments you might have. I’m in this business to help small business owners attract new, profitable customers. If I can help you out, I’d love that. I’d be honored.

You can even check out the new book I wrote here… http://www.amazon.com/Bigger-Slice-Local-Advertising-ebook/dp/B008IAOZXC  It took over a year to write and re-write and go back and forth deciding if I should actually publish it. Some of my biggest supporters told me to just go for it. So I did. And it feels good to have something out there that can help educate small businesses on a more effective way to advertise.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

My Invisible Friend

Radio is like an extra person in the room. It’s company. It’s a silence breaker. It’s a friend.

So, when I’m cleaning my garage for an afternoon, I have the radio on. When we sit down for dinner and would like some “dinner music”, the radio is on. When I’m in my car, I have a passenger even though nobody is visible in the seat. Radio.

Radio is my mood lifter. My information giver. My invisible buddy.

Seems like a nice advertising platform doesn’t it?