DAN O’DAY TALKS ABOUT RADIO

Regardless of the media, few advertisers are smart enough to talk to the targeted consumer from the consumer’s point of view — to “enter the conversation” the consumer already is having.

I spotted this ad among a “magazine” version of a ValuePak: 100% advertising for local businesses.

Notice how this ad is not about the advertiser. It’s about the person who has “too much junk.”

Notice how the top of the page sells the results they offer:

“Unclog your space! Same Day Pick-Up.”

Notice how you don’t have to read the ad; you can scan it for the elements that resonate most with your own situation:

* Household Junk Removal

* Move In/Outs

* Garage Clean-Outs

* Storage Unit Clean-Outs

* Garden Junk & Yard Waste

…etc.

And look at the two lines above the phone number:

Just Point To The Junk You Want Removed!

We Load, Clean Up, and Haul Away. Problem Solved

Nope, this ad isn’t about the advertiser. It’s about the person who has “too much junk.”

Good job!

A confession: I have successfully and profitably published e-books for almost a decade.

So far, though, I’ve completely ignored the obviously profitable Kindle market.

Why? I know it’s different from the generic e-book market, but I haven’t known where to go to learn how it really works.

I don’t mean just formatting a book for Kindle; that’s purely a technical question. I mean how to market it, how to get your content in front of people who need it, how to price it, how to title it, etc.

I’ve met a guy who’s doing ridiculously well publishing Kindle books, and he says it takes “just 3 simple steps.”

The 3 steps are simple, but they require some explanation.

He explains each of the 3 steps in this video.

Check out the video…and then start thinking about what book is inside you that you want to share with the world.

Hate to read? Skip the rest of this article and just sign up here to get on my Kindle Publishing Secrets Alert List via “Dan Saves Radio (People).”

One reason I’ve avoided publishing a Kindle book is I hear from friends who’ve done it that:

– It’s a big hassle.

– Their financial returns haven’t justified the time & effort & expense.

So when a friend of a friend asked if I’d promote his upcoming series of (free) Kindle publishing training videos, I was quick to say, “Sure.”

Well, first I checked with our mutual friend and said, “How good is this guy’s stuff?”

“Really good.”

The guy actually offered to send me his entire course on DVDs. I haven’t been able to view them yet, so I can’t personally recommend them yet.

But if you’re even vaguely interested in successfully publishing your own Kindle book (or series of books), you can’t beat the price of the upcoming free training videos.

But the only way I can let you know when the videos are released is if you’re on my “Dan Saves Radio (People)” list.

The radio commercial:

Probably someone at the radio station is being rewarded for selling 15-second spots…or, at least, for “bonusing” the :15s and convincing the client that these commercials have value.

Probably someone at the ad agency is being rewarded by the client for “getting the radio station to throw in a lot of additional advertisements for you” at no extra charge.

*43% of the commercial goes by before the listener has any idea what it’s about.

“Total enjoyment”? No.

“Your neighborhood Toyota dealership”? Nope.

It’s about “free tickets to the L.A. County Fair.”

Yes, the entire commercial is badly written. But even a bad copywriter should be able to begin a spot in a way that’s at least a little bit likely to attract the attention of the targeted listener.

*The 43% figure is based on the actual running time of this radio spot: 14 seconds.