Don't Use Your Print Ad on Radio
I don't know about you but I don't drive down the
road with a pencil and paper on the seat.
Why then should you waste valuable advertising
seconds on the radio by telling me your phone
Spend 20 minutes with local radio and you will
hear more phone numbers than in most Yellow
Most radio ads are second thoughts. "Here take my
ad in the paper and make something".
Trouble is, most radio people don't know squat
about making a good ad so they take everything
from the print ad and squeeze it in, including the
And who designed the print ad in the first place?
The business owner, who wants a big bang for his
buck, so he put it all in there, lines carried,
in business. Probably even a pic of the building,
or worse, the owner's mug shot.
Telephone numbers, photos of the owners,
grandiose statements that have nothing to do with
The only time telephone numbers work in a radio ad
is when the whole ad is built around getting the
listener to remember the number. An excellent
example comes from the Holiday Inn Hotel people.
Their ad screams one 800 HOLIDAY. Great for
remembering (a pain to dial).
They sell product when people call the number.
Unless you can close the order on the phone and
have a mnemonic to remember the number, don't
waste seconds repeating your number on the air.
The only time your pic should be in the paper is
when you give the Humane Society a truck load of
dog food. The only time your voice should be on
the radio is in a news sound byte from the dog
Benefits get the customer to your door, or on
the phone. Offer to solve their problem and they
will come to you. Help them remember your name and
they will find you in the phone book. Help them
remember your location and they will come thru the
"In the phone book under Veck, as in wreck"
"Downtown, across from McDonald's"
"On the highway, look for the giant Q in the sky"
Make your print ad all about benefits and use your
radio ad to reinforce it and help them remember
you and how to find you.
For more about advertising, get my article
"What Does Your Business Cards Say?"
©2005 BIG Mike McDaniel, All Rights Reserved
BIG Mike is a Business Consultant and Professional
Speaker. His BIG Ideas Group helps business grow
with promotions, special reports, mastermind
groups and seminars. http://BigIdeasGroup.com
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