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There are several reasons why business owners advertise. The two most common reasons are to solve a problem – or take advantage of an opportunity. The typical “problem” is a lack of sales, while the “opportunity” could be a new product line or special incentives from a manufacturer for promotion of their product. In a resort area like Northern Michigan, many aggressive business owners also understand they can get more than their “fair share” by advertising when they’re super busy
If you haven’t used Radio to advertise your business, we’d like to introduce you to some of the “how to” information that goes into making Radio advertising work. The key to “Success in Advertising is what you say – times the number of times you say it – and who you say it to!” When we break that down it goes like this:
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What You Say – A good ad incorporates some key components including:
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An attention getting Headline – David Ogilvy, one of the titans of advertising said “the headline is the ad – for the ad.” Without a good headline, your ad runs the real risk of not getting noticed – not being heard.
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An Offer – an ad that doesn’t make an identifiable offer of a good or service doesn’t give the listener a reason to respond. You DON’T have to cut the price to make a good offer. If you can zero in on why the listener buys what you’re selling, you can demonstrate the need in your ad and that’s the best reason of all for someone to buy something.
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The Benefits – be sure your ad lets people know what they get out of buying the product or service. The outcome of the purchase – and how people feel about the product or service – and about themselves – is what sells most anything! One of our favorite examples is “nothing beats the feeling of driving a clean car!”
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The Deadline – The sale that never ends…..probably never really gets started! In a negotiation, the saying is “all movement occurs in proximity to the deadline.” Human nature leads most of us to procrastinate – and “the sale ends Saturday” causes those who want to respond to set a deadline to act – and increases your sales!
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The Number of Times You Say It – Radio has long been known as the “frequency medium.” Running one Radio ad isn’t likely to cause the results you’re looking to achieve with your advertising. Then again, you very seldom drive a nail with one hit of the hammer! If you’re one of those business owners who “tried Radio and it didn’t work,” we understand. The truth is “dollar for dollar and time for time – if the ad dollars are equal and the time over which they’re spent are equal – Radio advertising gets results equal to – or better than – any other media.” Understanding this one principle – the dollars and time equation – is a foundation principle in getting Radio ads to really work!
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Who You Say It To – Our group of Radio stations are programmed to focus on the 25 -54 age demographic. That’s the ‘acquisition phase’ of people’s lives and the #1 advertising demographic for small businesses of all kinds. 97.5/98.9 KLT – THE Rock Station is celebrating 30 years of playing the best Rock on the planet! Meanwhile, 94.3/92.5 The FOX FM has become the leading Classic Hits (think of “Oldies” without the doo-wop) station in Northern Michigan. Our 3rd pair of FM’s is now the hottest format on the air across the North, with ESPN Sports Radio on both 106.7 and 105.5 FM.
Whether your business needs to increase sales, fight off competition or take advantage of a business opportunity, we can help you win the “marketing war.” It isn’t a question of size either. Businesses don’t get big – and then advertise……they advertise – and then they get BIG! If you’d like to find out more, call our GM at 231-947-0003 ext. 45 and he’ll schedule a meeting with you and one of our Sales Managers to begin the process of successful Radio advertising. Over 200 small businesses use our stations every month to help drive their success – and we’d be happy to add your business to our long list of successful clients!
For ESPN RADIO programs, and coverage maps CLICK HERE
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