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Do Your Radio Ads Work?


Most small businesses don't have a high powered advertising agency to produce selling radio commercials for them and end up with something akin to a high school play, or with the business owner reading tired copy.

The radio salesperson knows that by suggesting the owner be the star, visions of Dave from Wendy's or that guy with the talking dog who says "roll that beautiful bean footage" come to mind.

Worse, most businesses don't have a plan to coordinate all advertising to the same message. The newspaper ad says one thing, yellow pages another and the radio commercial is off in its own world.

The radio ad person should know all about your campaign and image before leaving with the order. You should be promised a "proof" of your radio ad before it goes on the air. There should be at least two commercials, better four, selling the benefits.

Remember Tom Bodett and Motel 6? A great campaign. It was just Tom delivering solid copy about the benefits of staying at the motel (and a little twinkle music in the background). It won awards, put them on the map and raised occupancy rates and profits. The company was gobbled up by the Accor chain (one of the biggest in the world) who have the smarts to continue the same campaign. What does he say at the end of every commercial? Radio done right works!

Maybe you can't get the local station to come up with Tom Bodett quality but there is nothing wrong with solid copy pitching benefits, benefits benefits. Answer the question WIIFM (What's In It For Me). You don't have to be cute, use lame humor, two voices or loud music to do that.

BIG Mike's Tips for Better Radio Ads

» Buy more than one station (ones that target your customers, not ones you like)

» Buy 24 or more ads per week on one and 24 ads the following week on the other, alternate for four weeks, take four weeks off and do it again.

» Rotate two to four commercials, all with the same overall theme and opening and closing lines and change the meat in the middle (they call 'em donuts)

» Don't let the radio person talk you into being the star. Remember, its not about you. There is no need to spend a bundle to have 3 friends say "I heard you on the radio" or "I saw your mug on the billboard". That's not advertising.

» Don't let some drama school dropout cook up a slice of life commercial by dragging the receptionist into the studio to play a part. They never sell.

Pick a plan and stick with it. Tell 'em to trade the cutsey stuff for real substance. Coordinate your radio with your other advertising and you can benefit from the power of electronic word of mouth, radio.

For more about advertising get my article "Cable Ads 5 Bucks" Send a blank eMail to the MailTo:[email protected]

©2005 BIG Mike McDaniel All Rights Reserved [email protected] BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. April / 13 / 2021

Medical Advertising Hall of Fame postpones annual dinner - News - MM+M - Medical Marketing and Media - Medical Marketing and Media
Medical Advertising Hall of Fame postpones annual dinner - News - MM+M - Medical Marketing and Media  Medical Marketing and Media

NuWave Voluntarily Modifies Certain OxyPure Air Purifier Claims Following National Advertising Division Inquiry into Implied COVID-19 Messages - PRNewswire
NuWave Voluntarily Modifies Certain OxyPure Air Purifier Claims Following National Advertising Division Inquiry into Implied COVID-19 Messages  PRNewswire

ROI of Advanced Digital Advertising: What Marketers Need to Know - Law.com
ROI of Advanced Digital Advertising: What Marketers Need to Know  Law.com

Beijing market regulator fines 360 search engine company for false advertising - WTVB News
Beijing market regulator fines 360 search engine company for false advertising  WTVB News

The Pitch: Advertising and marketing news for 4.13.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.13.21  RichmondBizSense

Connecting CPG Advertising Strategies To Business Outcomes - AdExchanger
Connecting CPG Advertising Strategies To Business Outcomes  AdExchanger

Local Chinese regulators fine Alibaba-backed browser for false advertising - Reuters
Local Chinese regulators fine Alibaba-backed browser for false advertising  Reuters

IHeartMedia Shares Spike 9% as Analyst Projects Surge in Advertising Demand - Barron's
IHeartMedia Shares Spike 9% as Analyst Projects Surge in Advertising Demand  Barron's

Darby O'Brien Advertising Launches Catch & Keep Recruitment and Retention Initiative - Business West
Darby O'Brien Advertising Launches Catch & Keep Recruitment and Retention Initiative  Business West

Tuesday Sector Laggards: Advertising, Apparel Stores - Nasdaq
Tuesday Sector Laggards: Advertising, Apparel Stores  Nasdaq

Jun Group Launches Self-Service Advertising Platform for SMBs - GlobeNewswire
Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin - Yahoo Finance
AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin  Yahoo Finance

Worldwide Digital OOH Advertising Industry to 2026 - Key Players Include Clear Channel Outdoor Holdings., Global Media & JCDecaux Among Others - GlobeNewswire
Worldwide Digital OOH Advertising Industry to 2026 - Key Players Include Clear Channel Outdoor Holdings., Global Media & JCDecaux Among Others  GlobeNewswire

How Artists and Advertisers Leverage Eye Gaze - Psychology Today
How Artists and Advertisers Leverage Eye Gaze  Psychology Today

New wooden satellite is part advertising, part student project - Ars Technica
New wooden satellite is part advertising, part student project  Ars Technica

Germany tightens rules on marketing food to children: 'Advertising must not induce children to eat unhealthily' - FoodQualityNews.com
Germany tightens rules on marketing food to children: 'Advertising must not induce children to eat unhealthily'  FoodQualityNews.com

Ad industry expected to make a major COVID comeback - Axios
Ad industry expected to make a major COVID comeback  Axios

2 3 Ways to Earn Money with Advertising - BBN Times
2 3 Ways to Earn Money with Advertising  BBN Times

Regulators crack down on illegal advertising - SHINE News - SHINE
Regulators crack down on illegal advertising - SHINE News  SHINE

Charter Must Pay $19M to Windstream for False Advertising - TV Technology
Charter Must Pay $19M to Windstream for False Advertising  TV Technology

eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids - eMarketer
eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids  eMarketer

LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising - Sports Video Group
LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising  Sports Video Group

Hebron named Director of Advertising for Amplified Rapid City and Rapid City Journal - Rapid City Journal
Hebron named Director of Advertising for Amplified Rapid City and Rapid City Journal  Rapid City Journal

How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising - Forbes
How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising  Forbes

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

Surveys Show Pandemic Burnout Hitting TV Journalists and Advertising - PR News - For Smart Communicators
Surveys Show Pandemic Burnout Hitting TV Journalists and Advertising  PR News - For Smart Communicators

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking... - MacRumors
Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking...  MacRumors

Roku Adds New Partners to Boost TV Advertising Analytics - AiThority
Roku Adds New Partners to Boost TV Advertising Analytics  AiThority

Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy - Telecompetitor
Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy  Telecompetitor

American Advertising Federation Space Coast Honors Tessa Abel With 2021 Bill Hill Scholarship Award - SpaceCoastDaily.com
American Advertising Federation Space Coast Honors Tessa Abel With 2021 Bill Hill Scholarship Award  SpaceCoastDaily.com

Goldman Sachs Invests $75M In Contextual Advertising Technology Company GumGum - Benzinga
Goldman Sachs Invests $75M In Contextual Advertising Technology Company GumGum  Benzinga

Kai Schoene from Film making and video designing to advertising - The Jerusalem Post
Kai Schoene from Film making and video designing to advertising  The Jerusalem Post

The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork - AdExchanger
The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With - Locale Magazine
Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With  Locale Magazine

Massachusetts Joins the Digital Advertising Tax Wave - Lexology
Massachusetts Joins the Digital Advertising Tax Wave  Lexology

location based advertising | Location-Based Mobile Advertising: A Guide for Restaurants - Modern Restaurant Management
location based advertising | Location-Based Mobile Advertising: A Guide for Restaurants  Modern Restaurant Management

Team Fortress 2 bots now advertising paid-for "bot immunity" services - Eurogamer.net
Team Fortress 2 bots now advertising paid-for "bot immunity" services  Eurogamer.net

Letter: Don't be fooled by advertising - The Columbian
Letter: Don't be fooled by advertising  The Columbian

iPhone's Next Software Update Aims to Give More Privacy Control - TIME
iPhone's Next Software Update Aims to Give More Privacy Control  TIME

Global Newspaper Advertising Market Procurement Intelligence Report with COVID-19 Impact Analysis | Global Market Forecasts, Analysis 2021-2025 | SpendEdge - Yahoo Finance
Global Newspaper Advertising Market Procurement Intelligence Report with COVID-19 Impact Analysis | Global Market Forecasts, Analysis 2021-2025 | SpendEdge  Yahoo Finance

Chrome users, see if Google is tracking you with new targeted advertising - Mashable
Chrome users, see if Google is tracking you with new targeted advertising  Mashable

Top 5 Social Media Channels for Paid Advertising | CoFounder - CoFounder Magazine
Top 5 Social Media Channels for Paid Advertising | CoFounder  CoFounder Magazine

BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU) - Johnson City Press (subscription)
BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU)  Johnson City Press (subscription)

Planning Your Advertising Approach with COVID-19 in Mind - Special Events
Planning Your Advertising Approach with COVID-19 in Mind  Special Events

Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform - Ganjapreneur
Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform  Ganjapreneur

Comments on: Future television advertising priorities - Commentary Box Sports
Comments on: Future television advertising priorities  Commentary Box Sports

Buying Weed Means a Consumer Has More Money, Is Good Advertising Target - Bloomberg
Buying Weed Means a Consumer Has More Money, Is Good Advertising Target  Bloomberg

Should You Be Excited About Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) 20% Return On Equity? - Simply Wall St
Should You Be Excited About Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) 20% Return On Equity?  Simply Wall St

Digital Video Advertising Market Future Demand, Recent Trends, Business Opportunities by 2025|Cheil UK, Courage Media – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Video Advertising Market Future Demand, Recent Trends, Business Opportunities by 2025|Cheil UK, Courage Media – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Misleading advertising: consumer buys a 'green' product and it turns out to be a paper-covered plastic bottle - Entrepreneur
Misleading advertising: consumer buys a 'green' product and it turns out to be a paper-covered plastic bottle  Entrepreneur

Reports outline importance of connected TVs to brands - Advertising - BizReport
Reports outline importance of connected TVs to brands - Advertising  BizReport

Indian Advertising Market Scope, Share, Key Driver, Key Players, Analysis and Forecast 2021-2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Indian Advertising Market Scope, Share, Key Driver, Key Players, Analysis and Forecast 2021-2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Insiders are buzzing about Subway sale rumors - Business Insider
Insiders are buzzing about Subway sale rumors  Business Insider

UK Advertising Standard’s Authority and Social Media Influencers - The National Law Review
UK Advertising Standard’s Authority and Social Media Influencers  The National Law Review

Judge orders Charter to pay $19M to Windstream in false advertising suit - FierceTelecom
Judge orders Charter to pay $19M to Windstream in false advertising suit  FierceTelecom

Irdai notifies regulations on advertising rules for insurance companies - Mint
Irdai notifies regulations on advertising rules for insurance companies  Mint

Outdoors Advertising Global Market Report – Top Companies and Crucial Challenges – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Outdoors Advertising Global Market Report – Top Companies and Crucial Challenges – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Germany tightens up rules around advertising 'junk food' to children - just-food.com
Germany tightens up rules around advertising 'junk food' to children  just-food.com

Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act - JD Supra
Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act  JD Supra

Agency giants can continue renaissance with more agile deal-making | Advertising - Campaign Asia
Agency giants can continue renaissance with more agile deal-making | Advertising  Campaign Asia

Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals - Tehran Times
Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals  Tehran Times

Location-based Search and Advertising Market Size, Status and Growth Outlook 2021-2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Location-based Search and Advertising Market Size, Status and Growth Outlook 2021-2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Three Reasons Why ‘Sneaky Sexism’ Still Exists In Advertising - Forbes
Three Reasons Why ‘Sneaky Sexism’ Still Exists In Advertising  Forbes

In-Game Advertising Market COVID -19 Impact | Growth, Analysis, Opportunities and Forecast To 2027 by Growing Players: Motive Interative, RapidFire, Double Fusion, Engage Advertising, Giftgaming – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
In-Game Advertising Market COVID -19 Impact | Growth, Analysis, Opportunities and Forecast To 2027 by Growing Players: Motive Interative, RapidFire, Double Fusion, Engage Advertising, Giftgaming – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertising Agency Billing Software Market 2020 Growth, Industry Trends, Sales Revenue, Size by Regional Forecast to 2027 | Asana, Monday, Freshbooks, Adplugg, Shortlist, Adscale – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Agency Billing Software Market 2020 Growth, Industry Trends, Sales Revenue, Size by Regional Forecast to 2027 | Asana, Monday, Freshbooks, Adplugg, Shortlist, Adscale – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Global TV Advertising Market SWOT Analysis,Key Indicators,Forecast 2027 : CBS, News, Fisher Communication, LiveRail, Sun TV Network – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global TV Advertising Market SWOT Analysis,Key Indicators,Forecast 2027 : CBS, News, Fisher Communication, LiveRail, Sun TV Network – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Pure Michigan Regional Advertising Campaign Launches For Spring And Summer - WSGW
Pure Michigan Regional Advertising Campaign Launches For Spring And Summer  WSGW

What Advertising’s Top Leaders Are Saying About Cannes Lions Going Online-Only for 2021 - Adweek
What Advertising’s Top Leaders Are Saying About Cannes Lions Going Online-Only for 2021  Adweek

Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range - Wccftech
Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range  Wccftech

Facebook: personalised advertising isn't all bad - it can support bricks and mortar retail - City A.M.
Facebook: personalised advertising isn't all bad - it can support bricks and mortar retail  City A.M.

Half all advertising dollars now spent online - Newsroom
Half all advertising dollars now spent online  Newsroom

Facebook blocks Jewish prayer ad calling it 'political advertising' - The Jewish Voice
Facebook blocks Jewish prayer ad calling it 'political advertising'  The Jewish Voice

Pattison Media Ltd. Introduces Dynamic Ad Insertion – DAI – Enhancing Value to Advertisers - Yahoo Finance
Pattison Media Ltd. Introduces Dynamic Ad Insertion – DAI – Enhancing Value to Advertisers  Yahoo Finance

Study.com names Texas State's advertising degree among best in nation – Corridor News - San Marcos Corridor News
Study.com names Texas State's advertising degree among best in nation – Corridor News  San Marcos Corridor News

Global Internet Advertising Market SWOT Analysis,Key Indicators,Forecast 2027 : Alphabet, Facebook, Baidu, Yahoo!, Microsoft, Alibaba – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Internet Advertising Market SWOT Analysis,Key Indicators,Forecast 2027 : Alphabet, Facebook, Baidu, Yahoo!, Microsoft, Alibaba – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Tesla starts advertising Model 3 with 93 miles of range on its website in Canada - Electrek
Tesla starts advertising Model 3 with 93 miles of range on its website in Canada  Electrek

Out-of-home Advertising Market : Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2021-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Out-of-home Advertising Market : Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2021-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Team Fortress 2 Bots Are Now Advertising Bot Immunity Services - GameRant
Team Fortress 2 Bots Are Now Advertising Bot Immunity Services  GameRant

Maryland’s New Tax – The Nation's First State Tax on Digital Advertising - JD Supra
Maryland’s New Tax – The Nation's First State Tax on Digital Advertising  JD Supra

Advertising Agency Billing Software Market Share, Trends, Growth, Sales, Demand, Revenue, Size, Forecast and COVID-19 Impacts to 2014-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Agency Billing Software Market Share, Trends, Growth, Sales, Demand, Revenue, Size, Forecast and COVID-19 Impacts to 2014-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Where Does Iclick Interactive Asia Group Ltd (ICLK) Stock Fall in the Advertising Agencies Field After It Is Down -5.84% This Week? - InvestorsObserver
Where Does Iclick Interactive Asia Group Ltd (ICLK) Stock Fall in the Advertising Agencies Field After It Is Down -5.84% This Week?  InvestorsObserver

What Search Marketers Need to Know About Instacart Advertising - Search Engine Journal
What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

Microsoft Advertising's New Rollout & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Rollout & More Digital Marketing News  Search Engine Journal

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

Social Media Advertising Market Is The Second Biggest Market Within Digital Advertising - PRNewswire
Social Media Advertising Market Is The Second Biggest Market Within Digital Advertising  PRNewswire

US advertising employment increased by 2,200 jobs in March - AdAge.com
US advertising employment increased by 2,200 jobs in March  AdAge.com

With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions - The Wall Street Journal
With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions  The Wall Street Journal

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Advertising Going Back For The Future: The Upside Of A Post-IDFA World - AdExchanger
Advertising Going Back For The Future: The Upside Of A Post-IDFA World  AdExchanger

Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Is Digital Advertising Dead? No, It's Just Reimagined - Customer Think
Is Digital Advertising Dead? No, It's Just Reimagined  Customer Think

Rise and Decline of Adobe's Advertising Business 2021 - Business Insider
Rise and Decline of Adobe's Advertising Business 2021  Business Insider

Is online advertising about to crash, just like the property market did in 2008? - The Guardian
Is online advertising about to crash, just like the property market did in 2008?  The Guardian

Telegram App Is Booming but Needs Advertisers—and $700 Million Soon - The Wall Street Journal
Telegram App Is Booming but Needs Advertisers—and $700 Million Soon  The Wall Street Journal

Google Answers Advertisers Burning Questions About FLoC - Search Engine Journal
Google Answers Advertisers Burning Questions About FLoC  Search Engine Journal

LinkedIn tells advertisers that business marketing doesn't belong near pictures of dogs in costumes - CNBC
LinkedIn tells advertisers that business marketing doesn't belong near pictures of dogs in costumes  CNBC

Advertisers Rate NBCUniversal's Streaming Service Peacock, One Year In - Business Insider
Advertisers Rate NBCUniversal's Streaming Service Peacock, One Year In  Business Insider

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

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