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Will You Add? - Do Your Radio Ads Work?
As much as billers don't want to think about it, software for medical billing is not perfect. There are going to be problems, sometimes lots of them. In the next series of articles, which will cover a number of critical areas of the DME software system, we will go over the most common problems that you will run into when operating your DME medical bil
» 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 "Cab
Are you interested in whether your business colleague contributed to the presidential campaign? Wondering who owns the abandoned lot on the other side of town? Or on a more persona note, are you trying to trace your family tree and can't remember Great-Aunt Susie's third husband?You might find your answers through an online public record
The radio salesperson knows that by suggesting the owner be the star, visions of Dave from Wendys 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 (Whats 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 "Cabl
The primary advantage to formal configuration management is a resulting project with good change management, as evidenced through changes that are properly identified, structured, linked and owned. Configuration management provides the documentation explaining why the project changes occurred, who approved the changes, and who the assigned change owner
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 (Whats 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 "Cab
Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway.Radio commercials should sell the benefits (not features)of your business/product and should be on the same page with print, TV and billboard. A major
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 (Whats 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 "Cab
When it comes to promoting your business, you want to do it fast, you want to do it well, and you want it to be effective without costing you an arm and a leg. You can get all of this with promotional pens, however you might not like the cheap look of the plastic pens that you get for free at just about every kind of service office like banks or real e
» 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 "Cab
A printing press is a specially designed machine used for a wide range of printing processes. Such machines consist of a press, which contains impressions of material to be reproduced and are mechanically transferred or pressed against printing paper or other materials. These printing presses could provide black and white or colored print depending on t
» 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:CableAds@BigIdeasGroup.com
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