Take Your Radio Ads to the Next Level

Written by BIG Mike McDaniel


Continued from page 1

Steer clear of characterizations The last ofrepparttar great character actors on radio was Mel Blanc and he died 20 years ago. An 18 year old kid trying to sound like a crusty ol’ sea captain doesn't get it.

Don't try humor - it ain’t funny Rememberrepparttar 100573 main reason to advertise, WIIFM, What’s In It for Me, that’s what they want to know. Sell benefits. Take a poll, no one cares about a cutesy commercial, they care about what’s in it for them. Yet, every radio station inrepparttar 100574 country has at least one would-be Bob Hope who thinks he can out-funnyrepparttar 100575 pros. It doesn't work. Consider how you feel when you hear one onrepparttar 100576 radio. It sure doesn't explain why you should visitrepparttar 100577 store, unless it is to punch outrepparttar 100578 owner for being so stupid. Ditchrepparttar 100579 lame humor for real substance

90 Seconds into 30 Won't Go. The power ofrepparttar 100580 pause is important in radio commercials. Too many radio people take you literally when you tell them what you want in your commercial and try to get it all in one ad. Instead, ask them to create several that will rotate onrepparttar 100581 air. Take your time to explainrepparttar 100582 benefits.

Don't buy anything longer than 30 seconds Some station price 60s double what they charge for 30 seconds, other plus uprepparttar 100583 30 rate by 20 or 25 percent. Either way, you don't need a 60. Make two 30s and get more exposure and save more money. Heck, if you can sayrepparttar 100584 entire Lord’s Prayer in 20 seconds, you can sure sell your benefits in 30.

Ask for an out-of-market voice These days with email audio attachments, many radio stations share voices aroundrepparttar 100585 country. You can get a voice thousands of miles away that will do ads only for you. In turnrepparttar 100586 station announcer who would have done your ads, does one for that station, an even trade. The exchange takes only seconds, no one does any more work andrepparttar 100587 cost torepparttar 100588 advertiser is zero.

Be sure your radio ads sellrepparttar 100589 same benefits atrepparttar 100590 same time as your newspaper, shopper and other print and billboard ads. Plan your advertising well in advance, just likerepparttar 100591 other parts of your business.

For more about advertising, get my article "Cable Ads 5 Bucks!" Send a blank eMail to MailTo:CableAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com 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:subscribe-956603364@ezinedirector.net


Design Your Own Newspaper Ads

Written by BIG Mike McDaniel


Continued from page 1

Always Stressrepparttar Benefits A feature is what something is. A benefit is what it does. Advertiserepparttar 100572 benefits of your product or service, notrepparttar 100573 features. People don't buy something to get a feature, instead they always buy to getrepparttar 100574 benefit produced byrepparttar 100575 feature.

The jury is still out onrepparttar 100576 effectiveness of color vsrepparttar 100577 cost of color. Look atrepparttar 100578 big boys, most don’t use color in display ads (onlyrepparttar 100579 car dealers, for some inexplicable reason).

There are Already Enough Egos Look through any paper and countrepparttar 100580 mug shots ofrepparttar 100581 owner, pics ofrepparttar 100582 kids or staff. Not to mentionrepparttar 100583 photos ofrepparttar 100584 business building or award. Ego is easy to sell torepparttar 100585 advertisers, but it doesn't sellrepparttar 100586 customer. The paper uses ego allrepparttar 100587 time to sell you more ads. The billboard people are especially notorious for this practice. Focus onrepparttar 100588 benefits and forget your smiling head and shoulders shot.

Put it onrepparttar 100589 shelf After you put an ad together, put it onrepparttar 100590 shelf, in a drwaer or file it in your computer for a day. Don't look at it or think about it. Wait at least 24 hours to take a fresh look. Can you remove at kleast 5 words? It will sell harder with less words. You don't read jumbled ads, they don't either. Does it have to be that big? Cut it by a third and you can buy more forrepparttar 100591 same money.

Sellrepparttar 100592 benefits with class and your advertising can be very effective.

For more about advertising, get my article "Your Billboard is Showing" MailTo:Billboards@BigIdeasGroup.com



©2005 BIG Mike McDaniel, All Rights Reserved MailTo:Mike@BIGIdeasGroup.com BIG Mike is a Business Consultant and Professional Speaker. His BIG Ideas Group helps small business grow with mastermind groups, seminars and training. http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net




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