I’m going to sound like a broken record. Pardon me for preaching. I’ve been writing and commenting on this topic for years. Most radio commercials are written from a flyer, or a newspaper ad. Most commercials make the business the focus of attention. The ad list tons of features. It’s usually written with a ton of information about the business. The print ads sometimes list a ton of products and may include pictures and even some attractive prices. This is not a bad concept for print. The business is saying “look at what we have.” When you take this same information and cram it into a radio commercial you’ve created a boring ad. You also confuse the listener with too much information.

How do you write a good commercial?

First, don’t write an ad. Write as if you’re sharing information with your best friend. Tell a story about how your product makes the customers life better. Forget your products features. Focus on the benefits the customer receives. If you can, include proof of your claim. Customer testimonials provide strong proof that your product delivers.

I realize this sounds simple. It’s actually very hard to do. As you start to write about what you offer you’ll keep thinking of more things you think the customer should know. It’s hard to focus on a single benefit. Give it a try. I’m sure you’ll see what I mean.   

Whoa. Wait one minute. Why would a radio marketing consultant say radio doesn't sell? Have I lost my mind? Well, some people may want to debate that issue. Putting the whole "I'm crazy" thing aside, let's look at the incident that got me started on the subject. Just the other day I was talking with a buyer for an advertising agency about a mutual client when she states "radio doesn't sell cars." I was dumbfounded. It's not the statement that stunned me. I hear versions of how radio doesn't work all the time. I was stunned by the fact that I was hearing this statement from someone who should know better.

Radio is the medium. It's the delivery system for the message. It's the message delivered that either sells or doesn't sell. The same is true of any medium. That includes TV, newspaper, Facebook, direct mail, or any other medium. They're the delivery system for your message. Think about it. What are you saying to your customers?

Radio is still the number one reach medium for local business. Radio reaches 70% of the population every day; 93% every week. A recent study confirmed that in-car listening to terrestrial radio is by far the hands down winner over every other medium including satellite radio and CD players. Radio done right is still at the pinnacle of the advertising mountain.

If your advertising isn't working, then you need to take a closer look at your campaign. Something needs fixing. If you need help figuring out what's not working, drop me a line. I'd love to help.

Most of us don’t have the level of success that we want in business and in life; especially in this economy. It’s easy to get down. You’re working hard but not seeing results.

Some things in life we can control. Sometimes life throws us a curveball. A victim laments, “Given what has happened in the past, I should be somewhere different than I am today.” The responsible person says, “Given the actions I have taken in the past, and the circumstances I have faced, I am exactly where I should be.”

What action can you take now? You have a choice. You can complain, or you can begin to inspect what you expect and take action to bring about the future you desire.

If you want to create a future that is different from the past, you’ll have to stretch out and try something new. You can’t keep doing the same thing and expect a different result.

Your first step is to get clear on where you really are today. Don’t kid yourself. Just lay out your situation in writing, without judgment.

Your second step is to write out where you want to be at some point in the future. Be specific. Be realistic. Include a timeline when you’ll reach certain benchmarks.

Now, take a few minutes and ask “what action do I take to reach my desired result?”  Each time you ask, write down the answer. Skip the judgment for now – just write them all down.

If what you wrote down is something you can do right now. Take that action.

The path to coping with this awful economy for many is just staying in innovative action. So many have just given up and are lost in resignation.

There is no economy, no circumstance, and no problem that can withstand the onslaught of this effort. Will it be perfect? No. But, you’ll be better off by moving forward.

Take action today. You’ll still have problems and setbacks but you’ll feel better about your efforts. Attitude is the key to keeping the worst of this economy at bay.

Things will get better.

I’m amazed at the thousands of dollars wasted every week on poorly designed advertising campaigns. I hope you’re happy with your current advertising; but, if you’re not please take a minute to read this article. I’ll reveal a simple technique that you can use to improve your advertising right away.

I’ve been in business in the Fredericksburg area for more than thirty years. I was in retail and then financial services. I’ve spent the last eighteen years in radio advertising. I’m not bragging. It’s just a fact. I’ve studied marketing and advertising from the trenches. I’ve made quite a few mistakes. I’ve learned what works and what doesn’t. One thing I’ve learned is that good advertising is really about applying good common sense.

The first rule of advertising is that people love to buy stuff. But, people don’t like to be sold. Stop and think about this statement for a minute. If you’re like me, you become rather defensive when someone is trying to sell you something. Think about your response when you enter a store and a salesperson asks “can I help you?” Your automatic response is “No thank you. I’m just looking.”   

As a business person you’re now thinking “But, I need to sell my product. That’s why I’m in business!”  If that truly is your reaction, check your thinking. You’ve lost your perspective on what you’re doing. Your customer has a need or desire that you can satisfy with your product or service. You’re in business to solve that customer’s problem.

Make your advertising about your customer’s problem, not your business. State the problem clearly and then offer your solution. Don’t get bogged down in features. Explain the benefits to the customer. Explain your benefits in simple terms. If at all possible include proof that your offer solves the customer’s problem. Testimonials are powerful proof. Remember, when you buy a drill, you want a hole.

Here’s the technique that will improve your advertising right away. Write your advertising copy so it sounds like you’re having a conversation with your best friend. I know this concept sounds simple; but, think for a second. For years you’ve heard that the best advertising is word of mouth. Think about the last time you recommended a product or service. Did you go into “ad-speak” when you made the recommendation? Of course not, you relayed your experience in a simple, conversational manner. Your ads should read or sound the same way.

Try this one simple concept and I bet you’ll see instant results  

I was riding down the road yesterday listening to the radio. I usually turn up the radio for my favorite songs. Sometimes I even sing along. I’m sure you do the same. Because of my occupation I also listen closely to commercial breaks. Anyway, a commercial comes on for a local car dealer. This was interesting because I hadn’t heard this business on the air in a while. The commercial started out sounding like every other car commercial on the radio. I’m sure you know what I’m saying. It was one of those commercials where you could change the name and use it for any dealership in the region. As a marketer I was hoping things would get better. Unfortunately, what I heard was sixty seconds of automotive clichés. The effect for me was similar to nails on a chalkboard. I could scream!

Have you heard any good commercials lately? What got your attention? What made the message stand out?