Do Your Radio Ads Work?

Most small businesses don't have a high powered advertising agency to produce selling radio commercials for them and end up with something akin to a high school play, or with the business owner reading tired copy.

The radio salesperson knows that by suggesting the owner be the star, visions of Dave from Wendys or that guy with the talking dog who says "roll that beautiful bean footage" come to mind.

Worse, most businesses don't have a plan to coordinate all advertising to the same message. The newspaper ad says one thing, yellow pages another and the radio commercial is off in its own world.

The radio ad person should know all about your campaign and image before leaving with the order. You should be promised a "proof" of your radio ad before it goes on the air. There should be at least two commercials, better four, selling the benefits.

Remember Tom Bodett and Motel 6? A great campaign. It was just Tom delivering solid copy about the benefits of staying at the motel (and a little twinkle music in the background). It won awards, put them on the map and raised occupancy rates and profits. The company was gobbled up by the Accor chain (one of the biggest in the world) who have the smarts to continue the same campaign. What does he say at the end of every commercial? Radio done right works!

Maybe you can't get the local station to come up with Tom Bodett quality but there is nothing wrong with solid copy pitching benefits, benefits benefits. Answer the question WIIFM (Whats In It For Me). You don't have to be cute, use lame humor, two voices or loud music to do that.

BIG Mike's Tips for Better Radio Ads

» Buy more than one station (ones that target your customers, not ones you like)

» Buy 24 or more ads per week on one and 24 ads the following week on the other, alternate for four weeks, take four weeks off and do it again.

» Rotate two to four commercials, all with the same overall theme and opening and closing lines and change the meat in the middle (they call 'em donuts)

» Don't let the radio person talk you into being the star. Remember, its not about you. There is no need to spend a bundle to have 3 friends say "I heard you on the radio" or "I saw your mug on the billboard". That's not advertising.

» Don't let some drama school dropout cook up a slice of life commercial by dragging the receptionist into the studio to play a part. They never sell.

Pick a plan and stick with it. Tell 'em to trade the cutsey stuff for real substance. Coordinate your radio with your other advertising and you can benefit from the power of electronic word of mouth, radio.

For more about advertising get my article "Cable Ads 5 Bucks" Send a blank eMail to the MailTo:CableAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net

---

CD Business Cards- Why Use Them?

CD Business cards are the electronic version of the now... Read More

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain... Read More

Create Your Dynamic Elevator Speech

So, what's an elevator speech, and how do you get... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Promotional Vehicles

It is difficult to miss a Hummer, but how many... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Why Most Advertisements Stink!

Question: What do you think the most important part of... Read More

Print Advertising: Knowing What To Put In Your Ads

So you've decided to run a print ad in your... Read More

Fax Broadcast Services Get Your Message to Millions

If your company is one of those innovative businesses that... Read More

If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret

A few years ago, I analysed the statistics of where... Read More

11 Ways To Make Your Business Cards Work For You

1. Spend money on decent quality business cards. Home made... Read More

Advertising For The Long Haul and Not the Short Term Gains

New Age Media Concepts issues its first article... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

Predictions for 2010

2005 puts us at the mid-point of the first decade... Read More

The $500.00 A Month Plan

One way to make extra money or start a... Read More

Advertising Your Holistic Business

The most basic answer is the same answer as to... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More

Which is Better Digital or Offset Printing?

As technology continues to improve, the quality of digital prints... Read More

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

Just What Are Consumers Thinking?

Research would indicate that consumers don't know what they're thinking.... Read More

Do Your Business Cards Say Who You REALLY Are?

Here are a couple of tips for creating an eye... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More

Understanding Internet Banner Advertising

Banner advertising is an effective way of getting your advertising... Read More

The Future of Voiceovers: Hold Your Tongue...Possibly Forever

"Do we need to cast a voice-over talent for this... Read More

Using The Popularity of Celebrities and Currrent Events to Promote Your Business

In this article, we want to explore the idea of... Read More

Magnetic Signs: Where Do They Work Best?

Recently, a woman called to ask about replacing a magnetic... Read More