A Loyal Reader Writes:
“I have been asked to put together a series of spots to promote, on air, why advertisers should advertise on our radio station. We are a small AM stand alone station that super serves the city we are in. When handed the project a million ideas when through my mind. That got me thinking, ‘What is the best promotional sales ad I have ever heard on a station?’
“My answer….none. They all seem ultra focused on ratings, which we don’t have, or were completely negative putting down tv and newspaper advertising as insanely expensive!
“So I ask you Dan O’Day what is the best sales promotional ad you have ever heard? Wrote? Used? Copied?”
— Bob Cain/WKAL
The reason most “advertise with us” commercials are terrible is the same reason that most other radio ads are terrible:
They focus on the advertiser, not on the prospect whom they can help.
They make unsubstantiated claims that no one believes.
They talk about themselves, rather than to and about their target audience.
Creating an effective spot to attract advertisers to your radio station is easy:
Use testimonials from clients for whom you’ve produced profitable results.
Here’s an adaptation of one I offered in O’DAY ON RADIO ADVERTISING.
(CLIENT) I’m Ed Schmidt of Schmidt’s Department Store. When Radio X agreed to advertise our big summer clothing sale, they didn’t tell me that our radio commercials would attract so many customers that our entire staff would have to skip meal breaks and rest breaks in order to serve everyone.
As a result, all of us at Schmidt’s went without food, beverage or rest from the time we opened our doors in the morning until we closed them in the afternoon. While it was wonderful to have had our most successful summer clothing sale ever, some of our more delicate staff members mentioned to me that it would have been nice if they had had time at least to use the toilet facilities once or twice.
(ANNOUNCER) The staff and management of Radio X sincerely apologize to the employees at Schmidt’s Department Store. If you’re a business owner who would like us to help you attract more customers than your employees can comfortably handle, please call Sally Sikorski, Sales Manager at Radio X. Her phone number is (555) 555-5555.
