Friday, May 30, 2008

Motorcycle Riding and Advertising

I met with an a potential advertiser yesterday and he asked one of the questions that I hear from almost every business.
What kind of guarantees can you give me?
That question reminded me of when I took a motorcycle riding safety course several years ago. The instructor (replete with leather boots and chaps) asked the students this question: "Can you ever be 100% safe on your bike?" The obvious answer is "no."
There is nothing to protect you like when you are riding in a car. You are open to the elements. Here's the wisdom. That same instructor said, "my job is to help you minimize your risk."
So how does this relate to advertising your business, you may be asking.
I, nor anyone else, can guarantee you success with an advertising program. There's always an inherent risk. But what I can do is help you minimize your risks. Because I have been helping advertisers get Results With Radio for 14-years, I know the pitfalls and the potholes to avoid and the strategies that produce results.
In fact, I just helped one client have their biggest month ever. If you'd like to hear their story, I'll send you an mp3 testimonial. Just drop me a note at
As one unknown author has been quoted as saying, "Most motorcycle problems are caused by the nut that connects the handlebars to the saddle."
Could we say the same thing about advertising? You decide.

Thursday, May 29, 2008

Be Brave And Grow

Would you be interested in doing something that would help grow your business even in slower economic times?

What about something that would energize your sales force?

Are you interested in waiting for the market to turn around or are you open to doing something proactive about your business?

One of the quickest ways to insure business success, even in a down economy, is to determine that one thing that makes you different.

My guess is that within your category you have probably played follow the leader. You didn't really have to stand for something because there was so much business being done. That's an ok strategy during good times. You probably have made a sizable income by doing that but today's environment requires different thinking. You must determine your unique selling proposition and communicate it effectively to insure sales success.

Here's the real news. Even if business is off 10%, logically that means that 90% of the market is still "on" for what you sell. People are still buying. There are just fewer of them. This makes it even more important for you to give your potential customers compelling reasons why they should hand their hard earned money over to you.

By detemining your unique selling proposition, you can better develop your brand position.

We helped one company generate 645 leads and post over $500,000 in top line revenues with this type of strategy.

If you'd like to hear his story, e mail me at

Warren Buffett says it best, "Be brave when others are afraid and afraid when others are brave."

Are you willing to be brave? If you are contact me and we can schedule your FREE advertising audit. With over 14 years of advertising experience under my belt, I can probably help you develop a campaign that will establish your brand in the mind of over 450,000 people.

Tuesday, May 27, 2008

Yet Another Success !!

Ok. Let's face it. There are so many places to advertise in the Atlanta market. How do you know which one is where you should be?

One worthwhile qualification that I normally look to is: Does the advertising source have a successful track record?

Confidently, I can say that the Fish does!!

We just received another note from a business owner who is in the home improvement business.

He is running a small advertising schedule but it's a schedule that's strategically placed.

His results?

6 leads in the last two weeks (keep in mind he's only on the air 2 days a week)

4 jobs sold for a total of $15,000 in new top line revenue!!

That's a 67% closing ratio on the leads the 104.7 the Fish is delivering!!

Now that's getting Results With Radio!

We've got successes like these popping up everyday. If you'd like to see if we could do something similiar for your business, just drop me a note at

I'll even send you FREE a recorded advertiser case study so you can hear directly from the source.

Let me know when you'd like to start the process.

Why People Don't Buy

Sometimes if you understand why people don't buy, you can more easily understand why people do.
One marketing expert has an opinion that I think covers alot of bases. He says there are 4 reasons why someone won't buy.
No Need
No Hurry
No Money
No Trust
There are some things that you cannot control like no money but you can develop perceived needs, urgency and trust over time with your advertising.
The next time you lose a sale ask yourself the following questions:
Did I establish a need in the life of my customer?
Was there any way I could have aided in providing a sense of urgency?
What have I done to establish trust with my customer?
If it's a money issue, then, you might ask:
Is my pricing on target?
These are just some of the topics I discuss with my clients in an advertising audit. I really roll up my sleeves and listen to what's going on with your business.
The reality is I don't know everything about your business. That's why I ask lots of questions. Armed with the information we share together, then, I can return with a strategy that will generate results.
Send me an e mail and I'll send you a testimonial from one of my clients who more than tripled his top line revenue with one of my solutions.
Remember with the right message, you can get RESULTS WITH RADIO!

Friday, May 23, 2008

Get More Results and Spend No More $$

There's a marketing strategy that you can use that will improve your results and will not cost you a single extra penny.
One marketing expert refers to each media you use as a glass. For example, TV station A is a glass, radio station A is another glass, newspaper is another ... you get the idea. What happens is most advertisers feel like they have to be in every glass to drive their business.
If you can imagine your advertising as water in those glasses, you will not see results from any of them until each glass gets full. Some call this "critical mass."
Many times advertisers use a number of "good" glasses but don't have the budget to fill any of them to the rim.
What to do?
Choose the one, two, or three glasses that most closely align with your target customer.
Begin to aggressively fill those glasses.
Don't worry about the A's and the Z's. Focus on the core of your business.
Own a glass before starting another.
Insider secret: The first few $$ you pour into ANY advertising medium (glass) will be the most difficult to recoup. If you have chosen the media most closely associated with your core customer it will work! Just stick with it. Don't give up.
I have used this strategy with a number of my clients and have seen dramatic results. If you'd like to receive a recorded testimonial by e mail from one of my clients I've helped, send me a note at
Using logical strategies like these, you can have RESULTS WITH RADIO!

Thursday, May 22, 2008

The Halo Effect

I met with a potential advertiser yesterday. Her business is an established brand in the marketplace but she needs some additional leads to support an additional sales person she's bringing online.
I asked her what made her company special.
She gave me one of her business cards which had a number of different services her company offers. The company does all of these things well and is well respected in her industry.
I made mention of what one marketing expert calls the "Halo Effect." It's where you say one positive thing, and you become associated with many other positive attributes.
"Many advertisers fear saying just one thing because they think it will limit their appeal. But it doesn't work that way. People associate. " (Harry Beckwith, Selling the Invisible, pg.108)
This is simply the way the mind works. It's how your prospects think.
We're now working on developing a program that says one thing and one thing well in the client's advertising. We'll look for the "Halo Effect" to take place so her results will be heavenly.
If you think you've got something to say, perhaps I can help you say it more persuasively. Drop me a note at and we can begin a discussion to see if it makes sense for you to get RESULTS WITH RADIO!

Tuesday, May 20, 2008

Pushing a Car

Have you ever tried pushing a car?

If you ever studied physics, you'll remember that an object standing still remains that way unless an external force exerts itself on the object.

For example, this car needs all of your leg, back and arm muscles to get it to move off the dime.

But what happens once the car starts going? It picks up momentum, right? Once the car is rolling, you merely have to stand behind it and tap it to keep it moving.

You know starting an advertising campaign is alot like pushing a car.

At first it may seem very difficult. The calls may be slow going. The sales might be trailing the $$ you're pouring into a campaign. But have faith. Stick with it. If your message is right, it's only a matter of time before "your car" gets rolling.

We have a client who gets 50-60 new customers every month. It didn't start out that way, though. He had to exert some external pressure on the market to get his campaign to move off zero.

If you'd like to hear his story, I've got a 2-minute mp3 audio file I'll e mail to you FREE when you request it. Just drop me a note at

Remember with the right message, you can have RESULTS WITH RADIO!

Monday, May 19, 2008

Should I Be Advertising in a Recession?

If you're watching news shows lately, you've no doubt seen the incessant recession ranting. It's enough to make even me move into a state of depression. Personally, I have to turn that stuff off because it's not the reality that either my clients or I am living.

What kind of stock do you put into the "talking heads?"

I just finished taking my first course in seminary. It's something I've wanted to do for a long time. The course was called PR510 -- Introduction to Graduate Level Research. In the course the professor spent considerable time discussing the difference between primary and secondary source information. Primary source material is qualitative or quantitative information aquired from eyewitnesses, current surveys, or raw studies. Primary source material doesn't offer you a biased opinion on the material. You decide that for yourself.

So, as it relates to advertising, I wanted to find some primary source material that could help my advertisers as it relates to the current business climate. I found it in an empirical study of advertisers and their advertising habits during a recession. Here's the quote from McGraw-Hill Research from a study conducted between 1980-1985.

"In a study of the United States recessions, McGraw-Hill Research analyzed 600 companies in 16 different industries. The results showed that businesses that maintained or increased their advertising expenditures during a recession averaged significantly higher sales growth both during the recession and for the following three years, than those that eliminated or decreased advertising ... By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn't keep up their advertising."
Did you get that? 256% over those who put their head in the sand!
I just had an advertiser who sells a discretionary product who had their biggest month ever! If you'd like to hear their testimonial, I'll send it to you FREE. Just drop me a note at requesting it.
Which group do you want to be in? In the group that runs and hides or the group that generates 256% over your competitors.
It's your choice. Call me if you decide you'd like to do the latter. 404-995-7343.

Friday, May 16, 2008

Marketing to Women -- Is it Different?

Here's a book worth picking up if any part of your business needs women as customers. And let's face it, if you are married, we truly know who the decision maker is in your household.
I haven't chosen a tie on my own for almost 10-years. My wife buys three that "she" likes and says pick two and I'll take the other one back. At least she gives me the semblance of making a decision for myself.
That's why it's important to understand that men and women communicate differently. An advertising message crafted for a man may not necessarily be the best tool to reach a woman.
In this book, co-authored by Holly Buchanan and Michelle Miller, marketing strategies specifically tailored to reach and persuade women are highlighted. For example, if you had a failed customer service call and I had to wait on hold for 10-minutes, I might be irritated but if business got done, I'm ok. Not so with women, according to Buchanan and Miller. They look at it as a relationship ender -- and relationship ending in business translates into taking their business elsewhere.
Because the Fish is 70% women, it's important to take note of these types of nuances in your marketing. I've been helping my clients tell their story, find more new customers and make more sales with the Fish for the last 6 years. If you'd like to see if we can tell your story convincingly and grow your business, just drop me a note at
Remember that with the right message you can get RESULTS WITH RADIO!

Thursday, May 15, 2008

Consistency Is Key In Delivering Your Message

Dale Carlsen is president of California based Sleep Train stores. His story is an amazing one. Carlsen started his business with one fledgling store in South Sacremento and has built it into a 224-store chain with $350 million in annual sales.

When asked about his secret in growing his business, he said marketing and advertising. Carlsen reflects on the fact that the average consumer is in the market for new bedding every 7-10 years. That means that consistency of his advertising message plays a key in keeping Sleep Train top of mind with his customer base.

“If a customer doesn’t walk into my store when he’s in the market, I won’t have another chance for seven years. And I don’t know when he’s going to decide he needs a new bed. So I want to be talking to him every single week, all year long.”

It's important to talk to your customer who is in the market right now but it's equally important to reach those who will be in the market in the next 3, 6, 12 months. If you'd like a FREE advertising audit, drop me an e mail at and I'll be happy to share my success stories. Then, we can see if something makes sense for you.

The Elements of A Successful Campaign

An industry expert has a formula that has consistently worked to deliver measureable advertising results. It consists of 5 elements that are scored individually. If you do not score a 70 or above, the campaign will probably produce negligible results. Here are the 5 elements:

(1) Make a specific offer to sell something 25 points
(2) Price your offer whenever possible 25 points
(3) Ask for a specific action 20 points
(4) Add urgency with time or quantity limits 15 points
(5) Develop a theme or hook 15 points

Total Points 100 points

One of my clients recently changed his strategy to utilize this formula and had the biggest revenue generating month in the history of his business.

If you'd like to hear his story in a 2-minute mp3 audio, just drop me an e mail at and I'll send it to you.

Remember with the right offer and the right station, you can have Results with Radio!

2,000 Respond To Radio

Over 2,000 Respond
Welcome to a brand new blog designed to help you tell your story, find more customers, and make more sales. I bring 14-years of radio marketing and advertising experience to your business. It's experience that produces RESULTS. Results like the above picture where I helped this business produce over 2,000 people in 2-hours for their grand opening.
When you subscribe to this blog, you'll get information on how you can make your marketing $$ go further and be more effective. I'll post ideas, success stories, marketing news, etc. Why do I do this? Because I desire to see every one of my clients have the best results possible with radio advertising.
Stay tuned ... more to come.