Steer clear of characterizations The last of 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 Remember 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 in country has at least one would-be Bob Hope who thinks he can out-funny pros. It doesn't work. Consider how you feel when you hear one on radio. It sure doesn't explain why you should visit store, unless it is to punch out owner for being so stupid. Ditch lame humor for real substance

90 Seconds into 30 Won't Go. The power of 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 on air. Take your time to explain benefits.

Don't buy anything longer than 30 seconds Some station price 60s double what they charge for 30 seconds, other plus up 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 say 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 around country. You can get a voice thousands of miles away that will do ads only for you. In turn 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 and cost to advertiser is zero.

Be sure your radio ads sell same benefits at same time as your newspaper, shopper and other print and billboard ads. Plan your advertising well in advance, just like 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

Always Stress Benefits A feature is what something is. A benefit is what it does. Advertise benefits of your product or service, not features. People don't buy something to get a feature, instead they always buy to get benefit produced by feature.

The jury is still out on effectiveness of color vs cost of color. Look at big boys, most don’t use color in display ads (only car dealers, for some inexplicable reason).

There are Already Enough Egos Look through any paper and count mug shots of owner, pics of kids or staff. Not to mention photos of business building or award. Ego is easy to sell to advertisers, but it doesn't sell customer. The paper uses ego all time to sell you more ads. The billboard people are especially notorious for this practice. Focus on benefits and forget your smiling head and shoulders shot.

Put it on shelf After you put an ad together, put it on 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 for same money.

Sell 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

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