{"id":15881,"date":"2013-09-30T00:01:02","date_gmt":"2013-09-30T07:01:02","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15881"},"modified":"2013-09-29T22:54:48","modified_gmt":"2013-09-30T05:54:48","slug":"radio-advertising-for-clients","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/09\/radio-advertising-for-clients\/","title":{"rendered":"HOW TO USE YOUR OWN RADIO STATION TO ADVERTISE FOR NEW BUSINESS"},"content":{"rendered":"

A Loyal Reader Writes:<\/span><\/strong><\/span><\/p>\n

“What do you think about using spots to try to find new business?\u00a0 Not in these particular words, but a la ‘Here’s why you should advertise on WXYZ radio.’ “<\/span><\/p><\/blockquote>\n

There’s nothing wrong with the concept of a radio station’s advertising on its own airwaves to attract new business.<\/span><\/p>\n

Unfortunately, almost all stations that do so make the same mistake that most of their advertisers do: They talk about themselves, rather than talking to the targeted listener about that listener’s biggest problems.<\/span><\/p>\n

Typical Example<\/span><\/strong><\/h2>\n

If you’re a (Local) business owner, you want to get your <\/span><\/p>\n

message out to as many (Local) residents as possible. That’s <\/span><\/p>\n

why advertising with Radio X is such a wise choice. Did you <\/span><\/p>\n

know that X% of (Local) residents listen to Radio X each <\/span><\/p>\n

week? And Y% of the highly desirable 25-35 year old female <\/span><\/p>\n

demographic say they tune in to Radio X more often than any <\/span><\/p>\n

other (Local) radio station. When you advertise with Radio X, <\/span><\/p>\n

one of our expert specialists will work closely with you to\u00a0 <\/span><\/p>\n

craft an ad campaign specifically for your business and your <\/span><\/p>\n

needs\u2026.<\/span><\/p>\n

A typical radio commercial<\/a>, right? The advertiser talking about how great the advertiser is\u2026and asking for your business.<\/span><\/p>\n

Here’s a generic example. I wrote it in 5 minutes for a fictitious client, making up the facts and the problem as I went along. <\/span><\/p>\n

I own a printing shop in downtown (Local). Been a printer all <\/span><\/p>\n

my life. But the business has changed a lot over the past 20 <\/span><\/p>\n

years. Probably within the past week YOU’VE printed <\/span><\/p>\n

something at work or even at home that years ago you <\/span><\/p>\n

would’ve taken a printer, right? Invitations, letterheads, <\/span><\/p>\n

maybe even your own business cards. But there’s still a lot of <\/span><\/p>\n

printing that you really need to have done by a professional. I <\/span><\/p>\n

sat down with Marcie, one of Radio X’s account executives, <\/span><\/p>\n

along with the station’s Creative Director. They really put my <\/span><\/p>\n

business under a microscope, and together we realized that no <\/span><\/p>\n

matter how much you can do on your own computer, you <\/span><\/p>\n

really need us for your company’s full color, glossy <\/span><\/p>\n

brochures. Our Radio X advertising campaign began 3 <\/span><\/p>\n

months ago, and they were right: We’ve increased our overall <\/span><\/p>\n

sales by 14%. I’m Al Smith from Smithee The Printer, and<\/span><\/p>\n

that’s my story.<\/span><\/p>\n

ANNOUNCER: Radio X loves to help (Local)
\nbusinesses solve problems. (Call To Action goes here.)<\/span> <\/span><\/p>\n

Notes:<\/span><\/strong><\/p>\n

1.\u00a0<\/strong> I don’t identify the client who gives the testimonial until the very end, because:<\/span><\/p>\n

A) I want some listeners to wonder, “Is this real? Or is this some radio announcer pretending to be a local business owner?”<\/em> Saving his name (and the name of his business) until the end wipes away that doubt. <\/span><\/p>\n

I love it when my audience enters into the conversation as skeptics\u2026if I know they’ll conclude I’m “for real” before I’m done.<\/span><\/p>\n

B)\u00a0 I don’t want it to sound like a commercial: “Hi, I’m Al Smith from Smithee The Printer, here to tell you why advertising on Radio X is the smartest thing I’ve ever done\u2026.”<\/em><\/span><\/p>\n

2.\u00a0<\/strong> I don’t have the guy giving the testimonial also give the commercial’s Call To Action, because that would transform him into a pitchman. <\/span><\/p>\n


\nSo to return to the original question: I can’t recommend a campaign that attempts to convince people “Why you should advertise on WXYZ radio.”<\/span><\/p>\n

But a well-written, well-produced campaign (not necessarily testimonials) that shows local businesses how other local businesses have solved specific problems by advertising on your station? That could be a winner.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader Writes: “What do you think about using spots to try to find new business?\u00a0 Not in these particular words, but a la ‘Here’s why you should advertise on WXYZ radio.’ “ There’s nothing wrong with the concept of a radio station’s advertising on its own airwaves to attract new business. Unfortunately, almost […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-15881","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nHOW TO USE YOUR OWN RADIO STATION TO ADVERTISE FOR NEW BUSINESS - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2013\/09\/radio-advertising-for-clients\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HOW TO USE YOUR OWN RADIO STATION TO ADVERTISE FOR NEW BUSINESS - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"A Loyal Reader Writes: “What do you think about using spots to try to find new business?\u00a0 Not in these particular words, but a la ‘Here’s why you should advertise on WXYZ radio.’ “ There’s nothing wrong with the concept of a radio station’s advertising on its own airwaves to attract new business. 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