Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“How To Make Your Local Small Business Radio Advertising Pay From The First Day” PDF Print E-mail
“How To Make Your Local Small Business Radio Advertising Pay From The First Day”


First let me say that radio advertising is simply great advertising applied to radio.
Every radio ad that I’ve used, that produced...and every radio ad that I’ve heard about that produced...was simply a great ad that happened to be on the radio.

So you can apply these ideas to any media. The only restriction is space (a 30 second radio ad doesn’t need a whole page of newspaper space to tell the same story) or attributes unique to the media (You can use voice inflection on the radio but not in print).

If you look in virtually any sales book, you’ll see the A.I.D.A. Formula. It stands for Attention Interest Desire and Action.  It’s an overly simple way to look at any selling presentation.

A more useful  framework for advertising may be;
Problem...expand problem...compare solutions….reasons for my solution (build value)…..contact information…

For example, I’m using a radio commercial to sell high dollar ($495) air purifiers.  Here’s the structure of the ad;

Problem (or identify market): Pet odors? Mold? Smoke?
Expand problem; “Embarrassing” “Headaches”
Compare solutions;  One room VS whole house . Expensive filters to  buy.
MY Solution; Whole house, no filters to buy, portable, quiet.
Contact information.

So here’s the radio ad;

“Hi, this is Craig Walton at WQKT.
Do you suffer from allergies? Are you breathing in pet dander, mold, dust mites?
Most air purifiers use expensive filters that have to be replaced. Almost all air purifiers are really only effective for one room. But the Nature’s Air Portable Whole House Air Purifier...available exclusively at The Sweeper Store will take every pollutant out of the air in your entire home...up to 3,000 square feet.
The whisper quiet Nature’s Air generates negative ions that cause dust particles to drop out of the air. It can also generate minute amounts of ozone, reproducing nature’s way of cleaning the air outside. Your home will smell like the morning air after spring shower. The Nature’s Way Portable Air Purifier kills mold, germs, bacteria, and gets rid of any offensive embarrassing odors. It works 24 hours a day on only a few cents of electricity. Get the same air purifier I use in my home.
Comparable air purifiers are sold from $649-$899. The Nature’s Air is available for a limited time for only $495 at The Sweeper Store. That’s the Sweeper Store at 2799 Cleveland Rd. Wooster. Tell them Craig sent you.”

Do you see that I also added a testimonial from the radio announcer?
There was a quick comparison of price & then a price drop.  

This ad generated two sales the first hour that it was on.

Think of a radio ad as a Great Sales Letter being read to the listener.

One problem with advertising on radio (or TV) is the strong desire to entertain….to build your store’s image...to “get your name out there”.
These are all benefits you’ll get after your ad makes sales.
Your first concern should be to make money directly from the ad. Advertising is Selling.

An added tip; I use 60 second spots instead of 30 second spots. Here’s why;
About 7-10 seconds is giving your contact information and a few seconds at the beginning is getting the listener’s attention. So, in a 30 second spot, you really only have 10-15 seconds to build value in what you are promoting.
That time  to actually sell triples  in a 60 second spot...with added cost of only 20% (on average).