It’s All About You. Wait…No It’s Not

If you and I meet some day for the first time, I’ll be completely honest with you. I’m going to tell you that your radio advertising isn’t about YOU. I’m going to be honest with you because I actually care that your advertising works. I really really care. I’d rather you be happy with me…than upset that your ads don’t work. I’m addicted to the feeling that I’m doing good for my radio clients.

Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

You may say that you want certain words and phrases in your ads. I may agree…and I may not agree. If your ad is mostly customer-focused and talks about how you help your customers avoid frustration or make them happy, we’re on the right track. If your ad (and ad campaign) talks mostly about YOU. I’m going to tell you WHY that won’t work. And I’ll help you understand the basic psychology behind effective advertising.

Once we figure out what a good strategy will be to set you apart from your competition, and figure out some things to say in every ad that will help cause people to subconsciously say, “Duh. I’d be pretty dumb to do business with someone else,” then it’s pretty smooth sailing from then on. Then, we won’t have to start from scratch every time you need a new, fresh radio spot to hit the airwaves.

Please don’t “try” radio to see if it works. It works. The only reason it would ever NOT work, is if the ads were scheduled too sparsely, or if you’re saying things in your ads that nobody cares about. If you do that, your ads will be “invisible”. And invisible radio ads are a big waste of money, and you’ll be disappointed.

That’s why you WANT me to be honest with you from the start. Not just take your money and run for the hills. You want me to share things with you that you might not see “from the inside”. It happens to the best of business owners. They forget to look at things from the consumer’s point of view. What may seem significant to you and your business, might not matter much to the average joe or jane and their families.

The only ways that your advertising is about YOU are that 1) You’re the one paying for the advertising and 2) we have to tell the listeners which business to contact (YOU!) when they want those wonderful things that you offer – less frustration, better life, headache relief, money savings, etc.

When you want to attract a consistent flow of profitable, new customers, I have what you need. It’s not a pill, it doesn’t come from a magic wand; it comes from putting some serious thought into what it is you want to accomplish and what your customers really love about what you offer. Let me know if you’d like to discuss your future and your new radio advertising plan.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

I work for Results Radio Townsquare Media. I write this blog on behalf of my own sales career within the company. I’m passionate about what I do. Making advertising work for you IS the most important thing that I do. It’s what fires me up. What do I do? I write ads, think strategically with your best interests in mind, create ad schedules so your message can be heard, and I become very familiar with your business and what your customers care about.

Is Buying Radio Advertising Like Buying A Car?

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/