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Actual for You - Adding Radio Advertising to Your Direct Marketing Mix
Home sellers are having a difficult time enduring any success in this buyer’s market. Even expecting the worst is proven to be not enough as some sellers are realizing the market is a lot staler than they thought.Every seller by now has become aware they stubbornness will not be rewarded, at least not until the housing market completes a full rebound, which will not happen for at least a couple more years.The key to surviving the slumping market for a seller is anticipation; really anticipate the worst case scenario because there is a good chance it will come true.With that being said, do
Pick an enemy!
The "problem-solution" approach is a proven method of grabbing the attention of qualified prospects and presenting your product or service. To set up the problem, you need to single out the most dramatic "enemy" and then tell how your product will overcome that enemy. Be emotional and benefit-oriented! Keep the copy focused and easy to understand. And repeat your best points. Listeners may not catch them the first time.
Be informative, no
Not Rocket ScienceBecoming financially independent is more a matter of common sense and long term discipline than anything else.The great Cambridge economist and investor John May nard Keynes, placed his funds in no more than two companies at any one time. This simplistic approach was later adopted by Warren Buffet.Invest Before You SpendThe most basic of all rules is to make sure you allocate funds into your investments first, only then spending what is left over. A good rule of thumb is to invest 30% and live of 70%.Never Lose MoneyThe Golden Rule of investing is to
According to the Radio Advertising Bureau, the average American listens to radio more than 19 hours a week. So why don't more direct response advertisers use this medium? After all, many direct marketers find that their radio response converts up to 25-50% better than their television response.
Although radio has some limitations, it has terrific potential for many types of offers. If you want to make the most of your direct response radio advertising, consider the following strategies for success:
Lead generation offers are best for response
It's challenging to get people to order and pay for a product or service right after they hear a radio ad, unless you offer them something for free or at no risk in the commercial. Structure your radio offer so that listeners call for a free information kit, free trial offer, free appointment, free sample, etc. Your product must have a reasonable advertising margin built in for a two-step conversion process. If a two-step is uneconomical and you need to close the sale in the initial call, you will still need a free trial offer or a no-risk offer. Get the conversion you need by making sure you use an inbound telemarketing provider that knows how to sell, upsell and close the sale!
Think twice about visually dependent products
The "one-step close" selling model will not work on radio if a visual orientation or demonstration is critical to your success. The only exception might be if you already have significant brand awareness from TV, print or online advertising. If you have a visually-oriented product, you'll have a better chance of converting inquiries into customers if you structure your radio offer around a free video, brochure, website demo or other visual support.
Make the most of listeners' relationships with their stations
Radio is a personal, one-on-one medium. Everyone has one or more favorite radio stations that they listen to each week. Take advantage of those qualities to sell your product or service and you'll see better results. Consider making a "special offer for WXYZ listeners." Ask the radio stations to read your ad live or record it using their own personalities. This technique provides endorsement value that you can't get from a pre-produced spot. Plus, your ad will sound more like the individual radio station that's airing it. It's amazing how different the same copy can sound on a news station compared to a country station.
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method of grabbing the attention of qualified prospects and presenting your product or service. To set up the problem, you need to single out the most dramatic "enemy" and then tell how your product will overcome that enemy. Be emotional and benefit-oriented! Keep the copy focused and easy to understand. And repeat your best points. Listeners may not catch them the first time.
Be informative, not
We were impressed with South Western Colorado as a good place to hang your hat and a pretty good place to run a business. Great labor supply, good transportation and excellent tourist flows. The town is growing in Cortez and up the hill in Durango as well. Their nearest trading partners Montrose and Farmington NM also helped with money flows to the area. We like the area and thought it was completely economically viable and an excellent choice especially for manufacturing.About the only drawback is the drug issue in the region, but that is with any US City really. It was not as bad there as we have seen
Think twice about visually dependent products
The "one-step close" selling model will not work on radio if a visual orientation or demonstration is critical to your success. The only exception might be if you already have significant brand awareness from TV, print or online advertising. If you have a visually-oriented product, you'll have a better chance of converting inquiries into customers if you structure your radio offer around a free video, brochure, website demo or other visual support.
Make the most of listeners' relationships with their stations
Radio is a personal, one-on-one medium. Everyone has one or more favorite radio stations that they listen to each week. Take advantage of those qualities to sell your product or service and you'll see better results. Consider making a "special offer for WXYZ listeners." Ask the radio stations to read your ad live or record it using their own personalities. This technique provides endorsement value that you can't get from a pre-produced spot. Plus, your ad will sound more like the individual radio station that's airing it. It's amazing how different the same copy can sound on a news station compared to a country station.
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method of grabbing the attention of qualified prospects and presenting your product or service. To set up the problem, you need to single out the most dramatic "enemy" and then tell how your product will overcome that enemy. Be emotional and benefit-oriented! Keep the copy focused and easy to understand. And repeat your best points. Listeners may not catch them the first time.
Be informative, no
Winning those first few sales is one of the toughest challenges you'll face when getting your new cleaning business off the ground. Some prospects may be uncomfortable working with a new business owner. They may be interested in your services, but feel you don't have the experience they're looking for. Part of their insecurity may be a trust issue -- they may feel more comfortable working with a cleaning company who has a proven track record. So how do you gain the trust of new customers?First you might ask them what it would take to make them comfortable, and then work with them to accommodate their re
The "one-step close" selling model will not work on radio if a visual orientation or demonstration is critical to your success. The only exception might be if you already have significant brand awareness from TV, print or online advertising. If you have a visually-oriented product, you'll have a better chance of converting inquiries into customers if you structure your radio offer around a free video, brochure, website demo or other visual support.
Make the most of listeners' relationships with their stations
Radio is a personal, one-on-one medium. Everyone has one or more favorite radio stations that they listen to each week. Take advantage of those qualities to sell your product or service and you'll see better results. Consider making a "special offer for WXYZ listeners." Ask the radio stations to read your ad live or record it using their own personalities. This technique provides endorsement value that you can't get from a pre-produced spot. Plus, your ad will sound more like the individual radio station that's airing it. It's amazing how different the same copy can sound on a news station compared to a country station.
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method of grabbing the attention of qualified prospects and presenting your product or service. To set up the problem, you need to single out the most dramatic "enemy" and then tell how your product will overcome that enemy. Be emotional and benefit-oriented! Keep the copy focused and easy to understand. And repeat your best points. Listeners may not catch them the first time.
Be informative, no
I really can't stand leaving my office disorganized and that's how I felt when I left my office and went home yesterday.I was up late last night doing some work from home, but that nagging feeling was there becauseI like to walk into a clean, organized office each day. (I just feel better). Because of that I decided to get to work a little earlier today. It was quiet and after I straightened up, I looked over a few books I had laying around. In doing so, I re-read my favorite success quote of all time.To me this quote also reveals the most important word in the 'success dictionary'.Before
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method of grabbing the attention of qualified prospects and presenting your product or service. To set up the problem, you need to single out the most dramatic "enemy" and then tell how your product will overcome that enemy. Be emotional and benefit-oriented! Keep the copy focused and easy to understand. And repeat your best points. Listeners may not catch them the first time.
Be informative, no
I was at my wits end. I had looked under the hood, tried the key several times and even replaced the battery on my own, but nothing worked. My beloved ‘57 Corvette was as dead as a doornail. I leaned against it’s shiny red exterior and groaned a bit. This beauty was the result of years of intense restoration and I loved that car. It had only been a few days ago that I took my wife for a spin and she had “ooohed and aaahed” her way around the block. But today was a different story. I could only sigh and guess what had happened to the machine as it sat in my garage, almost mocking me in my futile attempts.
Pick an enemy!
The "problem-solution" approach is a proven method of grabbing the attention of qualified prospects and presenting your product or service. To set up the problem, you need to single out the most dramatic "enemy" and then tell how your product will overcome that enemy. Be emotional and benefit-oriented! Keep the copy focused and easy to understand. And repeat your best points. Listeners may not catch them the first time.
Be informative, not entertaining
Many general radio commercials are intended to be humorous. However, humor is a risky approach for direct response radio because it doesn't make the phone ring.
Creating a jingle may seem like a good idea, but unless it's a key identifier to your brand, it usually takes away valuable time and attention from selling. Just present your strongest benefits in a compelling, straightforward way and you'll have the best chance for success.
Keep in mind that radio is a "companion" medium, meaning that listeners are usually doing something else while they're listening. If you cram too much copy into your 60-second or 30-second spot, listeners will get lost. Keep your copy focused, and written for speaking, not reading. Mention your phone number (or URL) and your brand at least three or more times. End the commercial by repeating your phone number and you'll increase your opportunity to generate response.
Radio can be a great addition to your multichannel plan when you have the right approach and expectations. For many direct response campaigns, radio won't represent more than about ten percent of your overall marketing budget. But its synergistic ability can double its value. Radio has the ability to lift the results of your other media sources, generate high quality responses and improve your bottom line-and with the right execution, make you a believer in its underutilized power.
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