Your Radio Ad is the Easiest Place to Paint a Picture

I was always the calf pusher.

I grew up on a farm. We raised some cattle. So, when we needed to vaccinate or get ready to wean the little calves, all of them would have to be run through the cattle chute one at a time to get their shots, brands, etc. And in order for that to happen, one person is in charge of “pushing” calves up the chute until they are locked into the headgate at the front. I was always the calf pusher.

And it’s always HOT, dry, and dusty on those days. The kind of hot where you can SEE the HOT in the horizon. All wavy and blurry. The kind of hot that makes flies hot, too, and they just want to stick to your sweaty face and catch a ride to wherever you’re going.

Did you know… that little calves have lightning quick back legs? And if you startle them just right… your shin or upper thigh is going to get a good pummeling. Over and over until all 150 calves have all gone through the chute. Probably 4 to 6 hours of being terrified of when the next “ninja calf kick” is coming at you. I always said I should have worn shin guards, but never did.

I remember one day, when we finished up helping our neighbor, everyone went back to the barn where there was a special room with an old fat fridge in it. All the guys were cracking open some Budweisers, except me. I was 13. Then, my neighbor said, “Hey Bud (he called me Bud), wanna drink?” I said sure, I’ll try it. He gave me my own CAN!!! My own beautiful can of Budweiser heavy with the beads of sweat running down the sides!

And to this day… I can still picture that moment perfectly. It wasn’t about the beer. It was about the whole scenario that played out. It was about my neighbor knowing that I worked my tail off that day… and that I deserved my own can of suds.

And now, I’m an alcoholic. Just kidding! 🙂

Did you know that radio commercials are potentially the best place to paint a picture? And when you tell stories in your radio ads that use words that people can see in their head… then, you’re helping them see things… and your radio ad comes to life.

When I hear radio advertising that doesn’t use “picture words” and it’s just full of adjectives or words like “mouthwatering” (if it’s a restaurant ad) or other feely fluff words, then, you’re missing out on making people “see” what you want them to see. Once you start telling stories in your radio commercials that people can see… then, they get remembered. Once you start making people feel good and remembering you… then come the new customers.

Have a groovy day!

Duane Christensen

9 Yards Marketing

Looking for some sample radio spots? Check out my samples page… Sample Radio Ads / Commercials / Spots

The Eagles – Great Storytellers

open book

Copyright : Ratchanida Thippayos


So, we saw the Eagles in Vegas. Wow.

What a great show. Well…everything except for most of Joe Walsh’s stuff. I just don’t get the “love” that so many give that guy. If you ask me, he’s rather annoying. But I could have listened to the sweet harmonies of the rest of the band all night long.

The first half of the History of the Eagles show was amazing. It started out with Don and Glen sitting in chairs with their guitars. They proceeded to tell stories in-between songs about how the band started, how they came up with some of the songs, the Desperado album, and so much more. They were a great pair of seasoned storytellers. I wish the whole show would have been like that. You could have heard a pin drop when those guys were looking back and reminiscing about the old days. We were hanging on every word they spoke.

Which brings me to your advertising. If you’re not sharing some stories in your radio ads…then you’re missing out on what could be. People don’t like to be advertised to. Well, not the way that we usually do – forcing all the wonderful things about a business down people’s throats. Gag. But when you tell an engaging story, you can sidestep the BS meter in all of us and get people to listen. You can get them to understand that you’re not like the others.

Tell a story! Share something interesting with all of us. What? You say you’re not that interesting? I disagree. Feed us some new information in story form, and we’ll listen. We will! Everyone loves a good story! But if say “Phooey!” and you opt for just giving laundry lists of dreadful features of your business, you’ll soon be jaded and say, “Radio advertising doesn’t work!” Well, I would know exactly why you said that…and would then love to prove you wrong. Actually, I have quite a few radio clients who would love to tell you about what happens when you do radio right and when you decide to share a good story. 

Tell me a story about helping someone out of a tough jam. Or about how you decided to go into this wacky business of yours. I bet a lot of people would find your stories interesting.

You don’t know what kind of story to tell? It might not come to you right away. You may need some people to brainstorm with you. You may need me to stop by and get the conversation started. I’d love to do that with you. OR… you could sit down with a guitar and pretend to be Don or Glen.

Have a great day!

Duane Christensen (radio ad writing guy / sales & marketing)

Results Radio Townsquare Media – Sioux Falls