townsquare media

I Want My Pot Roast NOW!

/ Duane Christensen

Great success with your Radio Advertising is like a pot roast.

You’d love it if you could cook a pot roast in 10 to 20 minutes…but you’d be disappointed. You’d love it if your Radio Advertising worked at its maximum level within the first week or month you’re on the air with your radio ads…but you’ll be disappointed.

That delicious pot roast takes some time to fully cook and bring forth all of its juicy, meaty goodness. And it’s the same for your radio advertising…

Image courtesy of "-Marcus-" / FreeDigitalPhotos.net

Image courtesy of “-Marcus-” / FreeDigitalPhotos.net

But it’s well worth the wait when you bite into that roast. And your radio advertising will be well worth the wait when it starts getting into the minds of the listening audience (and sticking).

Let’s compare this to Direct Mail – the microwave popcorn of advertising.

Direct Mail gives you almost everything it can give you…immediately. Heck, “they” even say you’re supposed to commit to at least 4 mailings to a particular list before you can see any real results. So, why would you only do Radio for a few weeks and then abandon it when you’re disappointed?

What radio does that any Print advertising cannot do…is settle into your memory. Branding. You can become “the one” most people remember when they need what you sell. Wouldn’t that be cool? You can be “the one” people FEEL BEST ABOUT when they need what you sell. Do you know what the glorious results of that are? It means growth. It means you don’t have to put a “special offer” or discount into every ad. More profits. Better customers who value what you stand for, not people only looking for “a deal”. And that happens because of SOUND. You can stick into someone’s head with a good message faster and more sticky by using the power of Radio sound and repetition. (think Pavlov’s dogs – bell ringing)

How long is your product or service buying cycle? Which means how often to people need you? Every week? Every year? Ever 5 to 10 years? Your answer depends on how fast your advertising will work. If you’re selling mattresses, I’m going to make you a much happier advertiser with Radio versus your print advertising or Direct Mail campaign. Are you a remodeler, home builder, plumber, roofer, garage door company, farm implement dealer, furniture store, glass company? Same. Not everyone needs you today or next week or next quarter…that’s why it makes more sense to take the road to branding and getting into your prospects’ minds as one of the best, safest, most trusting place to buy from when they need you. You can’t make that happen with Direct Mail or the newspaper or a billboard.

You can’t do that with a crappy Radio message either. That’s why I focus on crafting a radio ad campaign strategy that lays the foundation for getting people to feel most comfortable with YOU…instead of any of your competitors.

So, let’s be patient and do it right with a tasty pot roast instead of settling for pop tarts or microwave popcorn. Let’s start the conversation. Give me a buzz and we can discuss your unique situation.

Side note: When you’re on the Radio…any Direct Mail piece you supplement your Radio campaign with will have more impact. Just make sure you have a bold message to share. Get noticed. People aren’t waiting patiently for your next advertisement. Every radio ad, postcard, thank-you note, etc., needs to pack a little punch.

Thanks for reading and have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

What’s Your Reason for Advertising?

/ Duane Christensen
Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Why do you want to advertise?

  • Because business is slow?
  • Because you now have some cash flow and want to keep growing?
  • Do you need a short-term “fix” or spike in sales?
  • Because you can’t keep customers happy and need to constantly replace them with new ones?
  • You’re a new business?
  • Something else?

I love helping those businesses who want to grow, and who want to continue to grow and take a bigger slice of the market. Or those who have a lot of competition and are fighting to maintain their share or would love to “move up in the ranks” within their local market.

And that can’t be done by quick bursts of advertising like a shotgun at the hip hoping you hit something. A splash here, a splash there, a sprinkling of ads to reach everyone – it just doesn’t work..

You wish that would work. Everyone does. But it doesn’t.

I want to help you and CAN help you, if you answer Yes! to these questions:

  • Are you looking for consistent growth, year after year?
  • Do you want an advertising campaign where you don’t have to discount your prices in order to snag a new customer?
  • Would you like someone to help you manage your ad campaign? (meaning someone who will stay on top of things, write ads, keep ads fresh, give you time to do other things like run your business)
  • Would you like help with what you say in your ads? (ad writing, set you apart from your competition, slogans, etc.)
  • Would you like to work with an advertising person who has your best interest at heart and can advise you on other marketing tactics?

Radio advertising is currently helping hundreds and hundreds of local Sioux Falls businesses. The businesses in which Radio Advertising helps MOST, are those who are being a little “different” in their advertising message. They’re not just using Radio for the sake of using Radio. They’re using it to engage on a deeper level with Radio listeners. They’re branding themselves as one of the top go-to places for Sioux Falls and surrounding area consumers.

Sure, Radio can “get your name out there”. But what good is that if nobody will remember your name when they actually need what you offer? Great radio advertising will brand your business name into the hearts and minds of the large radio listening audience. When you do that, you’re not only advertising to the miniscule slice of people who need your product or service NOW…but you’re branding yourself. That way, when the other 99% (give or take) of your radio audience who need you down the road…will remember you. And then, you’ll be one of the top choices they contact, or possibly the FIRST businesses they choose to contact.

Can you imagine how something like that could immensely improve your situation and bottom line?!

Radio is mass media. Which means it reaches a ton of people. Don’t get overly worked up about your “target”. People are people. And they listen to all different kinds of Radio. There is not one kind of person who listens to one kind of Radio. Radio reaches the masses. And you’d be surprised at which radio stations people listen to. Don’t use Radio for “targeting”. That’s what Direct Mail is for. Radio is for branding your business into the hearts and minds of massive amounts of people.

If you know the type of person you’re looking for (a profitable customer whom you enjoy serving and doing business with)…your Radio advertising should talk very directly to that person. Talk to their likes and dislikes. Talk to their heart. Befriend them with your Radio ads before they ever do a lick of business with you. Earn their trust. Help them feel confident they’ll be treated right if they decide to visit you. Make them feel like you’re “the one” to help solve their problem or improve their life.

What’s YOUR reason for advertising? Is because you’re dabbling with entrepreneurship? Or is because you want to take the bull by the horns and make something happen? Business growth and success does not happen automatically or magically. Successful local businesses went after it. They knew there were obstacles and possibly even a lot of competition in their field. They knew they had to advertise, commit to a plan, and do it differently than everyone else spinning their wheels and sprinkling their ad budget around hoping something sticks.

This isn’t a “DO THIS or you will fail” message. I just want to be one of the first people you contact when you have advertising and marketing questions. I’d like to help you understand what works and what doesn’t when you decide to invest in a successful advertising plan. I want to help. I love to see good businesses (who are good to their customers) succeed and prosper. I want to introduce you to MORE people who would appreciate the products or services you offer.

A good Radio plan can work wonders. And it doesn’t have to be overly complicated. I’ll explain how it all works – just give me a call and we’ll talk. No annoying pie charts and statistics about how Radio is the biggest, baddest thing since sliced bread. Just honest advice on how you attract more profitable customers and grow. Radio is helping my clients do that. Let’s help you do the same.

Have a great day! Hope to talk to you soon.

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

Radio Advertising: How To Find Success and Results

/ Duane Christensen

How many successes in your life can you account for…in which you didn’t have to put forth the time, effort, and work to get it?

…

Success in your marriage?

Time and effort.

Success in parenting?

Time and effort.

Success in school?

Time and effort.

Success in business?

Time and effort.

Success in Cheesecake making?

Time and effort.

Success in advertising though? Well, that should happen immediately! And there should be a 1-size-fits-all formula to make it virtually effortless!

Something smells wrong here.

Image courtesy of "Naypong" / FreeDigitalPhotos.net

Image courtesy of “Naypong” / FreeDigitalPhotos.net

I’ve made the occasional mistake of letting a business owner advertise “the wrong way”. I gave a recommendation, but they rejected it, and put forth his own terms. Even though every other ounce of advertising he’d done in the past could have been considered less than successful, he wanted to keep doing it the same way.

There is actually a rough formula for advertising success…but two important factors in that formula are time and effort. And this is so important in Radio advertising (but also most advertising). Don’t you plan on being in business for longer than 2 weeks? Then, why do you keep searching for short-term, magical advertising successes?

Can you tell a child to “Be good” just ONE time…and that child grows up to be a generous, caring, benefit to society? We wish.

All lasting, good things that we acquire throughout our lives require time and effort. Of course, you can add in other ingredients to the recipe, like discipline, patience, nurturing, intellect, etc. But I need you to understand that advertising success isn’t automatic. Just because you’re “on TV” means nothing. Just because you’re “on the radio”, “in the newspaper”, or “on the Internet”… means nothing.

When you want to “do” advertising in Sioux Falls (or anywhere) the right way, call me and let’s get to work.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

I write ads, prepare radio schedules, create strategies for your ads (so you can stand out from your competition), give online and other marketing advice, and will keep your advertising fresh and new. I hear a lot of ads that air for 6 months or more before they’re changed out. That’s way way too long…and it’s not doing you any good. You have a lot of things you can share with the public that will help you become a trusted resource to them. Then they BUY. Let’s do that!

My Results Radio Townsquare Media website: http://duanechristensen.townsquareinteractive.com/

Copy Writing: Persuasion with Words

/ Duane Christensen

What’s the ultimate skill you possess when it comes to copy writing? What kind of wicked wordsmithing do you conjure up? Or are you short on copy writing skill?

Here’s when you absolutely need some extra copy writing training and advice…

IF IT TAKES YOU LONGER TO UNDERLINE, BOLD, AND INSERT TRIPLE EXCLAMATION POINTS TO YOUR COPY THAN IT DID TO ACTUALLY WRITE THE SCRIPT OR COPY…THEN YOU MAY BE ABLE TO BENEFIT FROM SOME EXTRA COPY WRITING INSTRUCTION.

You need to "shock" a little. Image courtesy of "foto76" / FreeDigitalPhotos.net

You need to “shock” a little.
Image courtesy of “foto76” / FreeDigitalPhotos.net

Your copy needs to do something. It needs to JOLT in some way. Of course there are a lot of ways to do that:

1) Words and phrases that are completely out of left field and make people go “What the…?” causing them to HAVE to hear what’s next. You need to surprise people with your word choices. Just don’t disappoint them after the “What the…” moment.

2) Storytelling in a manner that sucks a person into the story. (Let’s say it’s a radio ad) A story told in such a way that if someone were to reach over in an attempt to change the radio station in the middle of the story…you’d slap that person’s hand.

3) Sharing information that is unknown to a reader/listener. Information that is intriguing and feeds the curiosity and thirst for knowledge within us.

4) Raw, personal, and “human” content. When you share a vulnerability of some sort about a person or company, people perk up. They like to know that they’re not the only messed up souls on the planet. They like to know that some of the thoughts in your head…match up with a few of theirs. It helps to connect with them. It deepens relationships. It helps them remember you…when they need what you sell.

Those are only a few ways to inject some degree of jolt-factor into your copy.

And do I really need to say this?…

  • Kill the cliché stuff.
  • Take a noose to the “ad speak”.

Speaking of “ad speak”. Was it Roy Williams of the Wizard Academy who coined that term? Either way… he has been instrumental in my copy writing,  marketing, and advertising education. Have you read his “Wizard of Ads” trilogy? It’s a must if you’re in business.

Other recommendations…

Well, besides Roy (who I still refer to and learn from) I also liked Jeffrey Fox’s “How to Become a Marketing Superstar” when I was starting out. It’s great for someone just learning. I’d say get some of the basics of copy writing down first.

THEN…THEN…Then, when your brain is REALLY hungry to get good. When your appetite to learn more is fierce, dig into the teachings of these people…

Eugene Schwartz

Dan Kennedy

David Ogilvy

Claude Hopkins

Jack Trout

Joe Sugarman

Gary Halbert

John Carlton

Roy H. Williams

…and of course there are a ton more. These are just some really strong suggestions. I still get hungry, too. If you have 1 or 2 other suggestions that I may not have read…please feel free to comment and SHARE with me. : )

Just remember that the people you’re trying to persuade with your copy writing need to be jolted a little (or a lot). They need to be awed and seduced. Don’t try to trick them into paying attention…make them want to.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/ (And if you’d like a business website like this, or nothing like this, give me a shout. I’ll point you in the right direction)

And if you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the market.

Or if you’d like to set up a free blog like the one you’re reading, I can help you get started with that too.

Radio Advertising Advice for Beginners

/ Duane Christensen

Those who have never advertised on the radio…but are considering it…have questions.

Beginner (Studying)

Image courtesy of “stockimages” / FreeDigitalPhotos.net

But if you ask the wrong person those questions, you’ll get a big bag of answers that have nothing to do with making your advertising actually work. You want your radio ads to work, right?

You might be told about gross rating points or cost per thousand. But don’t get hung up on that. That still has very little to do with making your advertising work. If you’re not familiar with the radio stations in your area…or the size and estimated “listenership” of your local radio stations…ask around.

You might also get pounded with more information than you care to…about station demographics. Again, don’t obsess over this. There’s not one radio station who “owns” a particular group of listeners. Nobody “owns” women, age 25 to 54! You’d be amazed at which stations people listen to.

Most advertising salespeople won’t talk to you about what it takes for advertising to be effective. They’ll sell you on “the bling”, or their demographics, or show you a snappy “ad package” (loaded with tons of bonus value that isn’t really that valuable), or Powerpoint you to death with graphs, charts, and statistics.

If you find someone who talks to you about what your ad / commercial / message actually communicates to the public…then you’re on the right track. Because even if you advertise with the biggest, “baddest”, advertising medium in Sioux Falls, it’s still going to be a waste of money if you’re not saying anything that will help persuade someone to do business with YOU instead of your competition.

“The advertising message” and the “strategy” is what should be given the lion’s share of attention. And that’s what I specialize in. I’m not a great salesperson – I just love creating advertising that helps local business owners in Sioux Falls take a bigger slice of the market. If I don’t think I can help you…I’ll tell you. But chances are, after we talk a time or two…I’m going to start coming up with ideas and angles that you’ve never considered. These will be ideas to get you noticed, attract new customers to you, and get you towards the top of the short list of businesses that people will think of FIRST when they’re considering buying what you sell.

You want solid advice about advertising. You want to know that your advertising dollars are invested well. It all starts by not obsessing over things like demographics and other numbers that are easily twisted. Of course, some of that information is important to a certain degree, but not to the level that you’d think. Focus first on what you’ll say to your prospects.

If you’re a plumber or a furniture store or a car dealer…and you had someone on the phone or face to face…would you feel comfortable reading them your radio script? Doubtful. Your advertising needs a human factor to it. When you stop treating people like sheep in your advertising, they’ll respond better to your ads. People want to feel they can trust you before they do business with you. And a “typical” advertisement that you’re used to…isn’t going to do that.

Let’s make friends with some new people…and then watch how many of them decide to buy from you.

Have a great day!

Duane Christensen (your local advertising resource for non-B.S.)

Results Radio Townsquare Media in Sioux Falls

605-940-7984

My Radio Website: http://duanechristensen.townsquareinteractive.com/

You Put Ketchup on Your Fish Sticks?

/ Duane Christensen

I was 7 years old. My sister and I were staying overnight at Aunt Jackie’s and Uncle Dave’s. But I need to give you a brief glimpse of who Dave is…before I get into the fish sticks.

Image courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Dave had a sprint car photography biz back then. He had a darkroom in the basement. A dark darkroom. So, every once in a while I would tag alongside him while he developed his photos. Eventually, he taught me how to develop photos in complete darkness. The steps to take, the chemicals to use, the timing, the care, the precision…everything. I thought it was pretty cool. I respected Dave. He was fun. He let me try stuff, ya know?

Dave’s a Vietnam veteran. I think he saw too much. I’d love to ask him about it sometime…but I’m not sure if he’d be up for that.

Dave built cars, raced cars, fixed cars, and adored cars. He always teased my Mom saying he wanted me to drag race. Oh…I could only imagine. I never got into racing though. Mom always said something like, “Over my dead body.” Ha.

Dave was an Air Force recruiter for a while, too. He’d send me photos of awesome jets and bombers from Abilene, Texas, and cover every inch of the back of the photo with all the specs of those planes. I was in heaven. I’d memorize every detail and hang’em on my bedroom wall.

You probably understand by now that Dave did a lot of things. He wasn’t afraid to give something a whirl. To just “go with it”. It’s a quality that works for some, and for others it scares them to death. Some of him probably rubbed off on me…except I’ve really only been dreaming about things…not DOING them. Some day, right?

So, back to the overnight stay. Aunt Jackie made fish sticks. We each had some on our plates. Then, Dave grabs the fat, glass ketchup bottle, globs a pile on his plate and proceeds to dip his fish sticks in ketchup. Immediately, I said, “You put KETCHUP on your fish sticks?!?!?!?!” …with a scrunched up face. Dave said,

“Are these YOUR fish sticks?”

I said, “No.”

He said, “Am I telling you to put ketchup on your fish sticks?”

I said, “No.”

He said, “Then, maybe you shouldn’t worry about it.”

Wow.

I’m 38 years old. And I still remember that exact moment. But why? Was it a shocking event? Was it disastrous or monumental? No. I think there’s some deep, meaningful thing there that might have changed my life just a little bit. Even if it was just steering me a degree or two back towards “the road”…it meant something. Why else would that memory be burned in my brain?

I’m thinking that I was getting to the age where I might need a few extra attitude adjustments. Or “checks” on my mouth. Is THAT moment why I’m more open-minded today? Is it part of the reason I respected my elders growing up and still do today? Or why I don’t judge as harshly as others seem to?

I don’t put all of that “education” on Uncle Dave…my parents did a heck of a job raising a kid that knows the value of hard work, love, and discipline. I’m sure it’s a series of little events from the time we’re toddlers until the day we die…that makes us who we are. I’m glad Uncle Dave participated in a few of my “little moments”.

Whether it’s in your business, your advertising, or in your life…there are things worth worrying about…and there are things that you shouldn’t be throwing such a fuss about. You may be ready to take some leaps of faith, but your friends or family are holding you back. They say it’s too risky. They say you’re a fool. They say that your advertising is too “in your face”. Are you asking THEM to do the things you want to do? Nope.

I say…let’s go ahead and put ketchup on our fish sticks!

That memory floated to the surface a few days ago and I couldn’t get it out of my head. I suppose I was meant to share it then, eh?

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

Wouldn’t you rather be remembered… instead of a random option among your competition? I help businesses “say it better” in their advertising. Your advertising MESSAGE holds more power than any other element in the advertising “formula”. 

Advertising Small Business Wonderfulness

/ Duane Christensen
1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

Bill Cosby released a comedy album in 1966 called “Wonderfulness”. What a great title. Just the word itself makes you want to listen to it. But do YOU have wonderfulness?

Do people know all the WONDERFULNESS that your product or service can deliver?

What do you DO for people? Think about that question. Go deeper than the obvious, “surface” answers. Figure out what you really DO for your customers. Figure that out first.

Then, how do you tell them?  How do you advertise?

If you begin “shouting” at folks about what you sell, you WILL be ignored. You’ll be ignored because thousands of others like you are doing the exact same thing.  Your words have become mere background noise.  Static. Annoyances.

Advertising can drive sales. Advertising can double your sales this year. It CAN if you scrap your current, non-producing ad plan, and start fresh.

WHAT IF…

What if you talked to your prospect about what’s going on in THEIR life?  What if you talked to them about what is truly important to them?  Or about something they wish to fix.  About pain they want to be rid of?  About something that can make them feel happy.  Something that will better their lives.  ??

Because isn’t THAT what we all want?  To be happy – successful – respected – loved – content – admired – free of stress – financially secure – independent – healthy – attractive – comfortable – safe – secure –     etc., etc.

What people want…is to better themselves.  So, tell them how your product or service can aid them in their journey.  Will you continue to tell them in the same ways as most other businesses do?  Will you continue to say the same things?  Will you continue to hope and pray that a Facebook page is all you need?…that it’s the magic potion you’ve been waiting for?

Define your TRUE customer, find out what they REALLY care about.  What “moves” them? What WONDERFULNESS can you share with them?

Have a day full of wonder!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

Home

Is Buying Radio Advertising Like Buying A Car?

/ Duane Christensen
Flat tire of old car image courtesy of "Toa 55" / FreeDigitalPhotos.net

Flat tire of old car image courtesy of “Toa 55” / FreeDigitalPhotos.net

When you buy a car…you don’t ever have a question whether it will work or not. And if you have doubts, you can test drive it. But I still think most people take more time in buying a vehicle than buying radio advertising. And with still much of the radio advertising I hear…there’s no way those ads are working. But you still buy radio ads without a glimmer of hope? And this isn’t just RADIO advertising, it’s ALL local advertising. A lot of the local, small business advertising is pretty nasty.

If you needed a good vehicle to get you from point A to B…you wouldn’t buy one that didn’t have an engine in it, would you? Then, why buy advertising that doesn’t have an “engine”?

Have you purchased so much local advertising that hasn’t worked, you’ve completely given up hope of finding some that does? You don’t have to keep throwing money at the next shiny, new advertising or marketing gimmick, praying that something sticks. I know I’ve written this hundreds of times – it’s not WHERE you advertise, it’s what MESSAGE you’re spreading within your advertising.

Don’t spend another penny until you’ve nailed down what kinds of things you can say in your advertising that people actually care about and will pay attention to.

Think of how fast everything online is changing. Think of all the social media things you could be doing. Should you DO all of them? Nooooo!!!! Pick a couple, and do those WELL. Don’t move on to the next “big thing” just because it’s new. You never figured out how to do the last thing right, why switch tracks and start the process over again? I’ve seen it in radio advertising too. Someone switches radio stations all of the time because they believe THAT is what will bring results – a better audience. They’re all people. You just haven’t found anything worth a darn to say to all the people. (let’s figure that out)

There’s a formula in advertising that works. But if you don’t put the lion’s share of your effort into your advertising strategy and message, that formula dies.

Wouldn’t it be awful if buying a car was like buying advertising? You wouldn’t ever be sure if it could even drive off the lot, let alone get you home. I’ll make it easier on you. I’ll help you be confident in a plan before you’re ever asked to write a check. I don’t study how to sell something one time. I study how to make your advertising work – and keep working. And working. And working.

After you and I talk, I feel that you’ll take a big breath of relief. “Ahhhhh.” And then say, “Finally. I think we’re on to something.” (instead of having to look up to the heavens asking for your advertising to work this time).

Thanks for reading. Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My Sioux Falls Radio Advertising blog

https://siouxfallsradioadvertising.com/

 

You’ve Bought Radio Advertising Before? Oh No.

/ Duane Christensen

You’ve advertised on the radio before. So, you know what you want. Ok. But is “what you want”…the best thing for you?

Image courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Sioux Falls has a ton of advertising options. You may have already “tried” a bunch of those options. You may have “tried” a bunch of different radio advertising schedules. You may even feel you’ve met nearly every advertising sales rep in the city! Wow, I hope not. That would make ME want to sell everything and move to the mountains!

Do you feel that advertising is a necessary evil? You say, “Well…let’s try another stint on the radio. Can’t hurt, right?” Then, you call up a radio station (maybe me) and ask about the rates.

Now, here’s me. I don’t know much about your business yet. And the number of radio advertising options are pretty high. It’s not a one-size-fits-all kind of thing (if you actually plan on making your radio advertising work). Rates don’t really mean much if you’re not buying into the right plan. Or the right IDEA.

My first thought is… “Do we know what to SAY in the radio ads yet?” No. We don’t. Do I know your competitive landscape? Do I know why your customers buy from you and not the other guy down the street? No.

Image courtesy of "Master isolated images" / FreeDigitalPhotos.net

Image courtesy of “Master isolated images” / FreeDigitalPhotos.net

Questions. I need to ask questions to offer the best solution. Not just give you a “package” that won’t work. I need to know more before I can recommend a plan for you. Would you like to draw a one-time crowd? Or would you like to become a household name in Sioux Falls? What would you like your advertising to accomplish? Why do you think you’re a big deal? Do your customers feel you’re a big deal? Would you like more of those happy customers? If I asked your customers about you…what would they tell me?

I love to work with Sioux Falls small business owners who want to make a mark. Those who want to serve their customers better than anyone else could, and those who have a goal and want to know how to reach that goal. I don’t really ever feel comfortable being an order taker. I almost always find a major flaw in someone else’s advertising plan. Those flaws could be any number of things that can sabotage a local marketing and advertising campaign. Such as the length of the ads, the competitive strategy, the message in the ads, the number of ads scheduled to air, etc.

If you’ve bought radio advertising before…I want you to forget what you’ve done before. Because if you were doing it right, you wouldn’t have stopped. You wouldn’t have called someone else. So, try your best to erase from your memory what some other advertising person has told you in the past. If you truly want to get it right this time and stop being unsure, skeptical, confused, or frustrated with your local advertising, then, we’re going to start from scratch. We’re going to have a bunch of conversations before I let you spend any money on advertising. We’ll get it right, first. We’ll have a plan. A plan that will carry the potential for good things to happen. Growth. Good word of mouth. Buzz. Increased profits.

When you’re ready, just call.

Thanks. Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m kind of a big advertising nerd. And I’m confident in the power of radio when it’s done right. The spoken word is impressive when you choose words wisely. You can arrange them in a way that can be subtly persuasive, aggressively entertaining, or peacefully comforting. Let’s find the right words to use for your small business. I am a salesperson, ad writer, and marketing guy for Results Radio Townsquare Media in Sioux Falls, South Dakota. I started there in 1998 (while still a punk) answering phones and scheduling radio commercials on an old DOS program (green and black screen). Yikes. I’ve learned a heck of a lot since then.

I even published a small business advertising book in July of 2012. You can check it out here if you want >>> Take A Bigger Slice (on Amazon)

Ph: 605-940-7984

Email: duane.christensen@results-radio.com

Web: http://duanechristensen.townsquareinteractive.com/

 

 

Small Business Advertising: Horsepower & Flavor

/ Duane Christensen / 1 Comment

What if you decided to give $20 to the first 100 people who called a special phone number? No strings attached. You call…you get twenty bucks.

  • So, would an online ad work to advertise this cash giveaway? Absolutely.
  • Would newspaper work? Yup.
  • Would Radio work. You bet it would.
  • TV, Billboard, or Facebook ads? Dang right it would.

All advertising mediums give you access to an “audience”. You get access to PEOPLE. When you buy advertising space or spots, you are renting an audience. Some ad mediums just have bigger audiences than others. It’s part of the reason why one might cost more than the other.

Image courtesy of "M - pics" / FreeDigitalPhotos.net

Image courtesy of “M – pics” / FreeDigitalPhotos.net

So, doesn’t that help you realize that all advertising mediums can work? All you’re trying to do is reach people with a persuasive message.

Think of it this way…

The Porsche 911 Turbo – everything about it drips performance, class, and testosterone. But what if the legendary Porsche engine is replaced with something you would find in an old Yugo? Performance just went down the toilet. It’s the same with your advertisements. The MESSAGE IS THE ENGINE. The message is what drives your advertising success. Without a message that has “beefyness” to it…you might as well save your money.

But before you just pick an ad medium to get your message across, you need to understand that each have different ways to be most effectively used. Some allow you to use a lot of words. Others are for short, direct messages where the point you’re trying to make doesn’t need a lot of explaining. Radio and TV can tap into emotions and make a huge impact when used properly. Personally, I like Radio most of the time versus TV for small businesses. It’s easier to produce an ad. And cheaper. Plus, you can make people visualize whatever you want in a Radio ad.

The greatest branding gets us emotionally involved. Print and Internet advertising can make things happen pretty fast when you use a picture of a product, a punchy headline addressing a problem, a possible solution, and a sweet bonus offer at the end. They each have strengths and weaknesses and

Image courtesy of "lemonade" / FreeDigitalPhotos.net

Image courtesy of “lemonade” / FreeDigitalPhotos.net

have different rules to be followed regarding placement, the number of ads you buy, and the length of time you run those ads.

Just remember that the message is what drives advertising success. Give your message some FLAVOR! Are you going to serve up some high school cafeteria turkey loaf? Or would you rather give them a piece of Mom’s blueberry pie that causes them to sit back, shut their eyes, and roll them back into their head? If you want above average advertising results, you have to advertise with horsepower and flavor.

Duane Christensen

Results Radio Townsquare Media (marketing rep)

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