| Most small businesses don't have a high | | | | upwith Tom Bodett quality but there is nothing |
| poweredadvertising agency to produce selling | | | | wrongwith solid copy pitching benefits, |
| radiocommercials for them and end up with | | | | benefitsbenefits. Answer the question WIIFM |
| somethingakin to a high school play, or with the | | | | (Whats In It |
| businessowner reading tired copy. | | | | For Me). You don't have to be cute, use |
| The radio salesperson knows that by suggesting | | | | lamehumor, two voices or loud music to do that. |
| theowner be the star, visions of Dave from | | | | BIG Mike's Tips for Better Radio Ads |
| Wendys orthat guy with the talking dog who says | | | | » Buy more than one station (ones that |
| "roll thatbeautiful bean footage" come to mind. | | | | target yourcustomers, not ones you like) |
| Worse, most businesses don't have a plan | | | | » Buy 24 or more ads per week on one |
| tocoordinate all advertising to the same message. | | | | and 24 adsthe following week on the other, |
| The newspaper ad says one thing, yellow | | | | alternate forfour weeks, take four weeks off and |
| pagesanother and the radio commercial is off in | | | | do it again. |
| its ownworld. | | | | » Rotate two to four commercials, all with |
| The radio ad person should know all about | | | | thesame overall theme and opening and closing |
| yourcampaign and image before leaving with the | | | | linesand change the meat in the middle (they call |
| order. | | | | 'emdonuts) |
| You should be promised a "proof" of your radioad | | | | » Don't let the radio person talk you into |
| before it goes on the air. There should be atleast | | | | beingthe star. Remember, its not about you. |
| two commercials, better four, selling thebenefits. | | | | There isno need to spend a bundle to have 3 |
| Remember Tom Bodett and Motel 6? A great | | | | friends say |
| campaign. | | | | "I heard you on the radio" or "I saw your mug |
| It was just Tom delivering solid copy about | | | | onthe billboard". That's not advertising. |
| thebenefits of staying at the motel (and a | | | | » Don't let some drama school dropout |
| littletwinkle music in the background). It won | | | | cook up aslice of life commercial by dragging |
| awards,put them on the map and raised | | | | thereceptionist into the studio to play a part. |
| occupancy rates andprofits. The company was | | | | They never sell. |
| gobbled up by the Accorchain (one of the biggest | | | | Pick a plan and stick with it. Tell 'em to tradethe |
| in the world) who havethe smarts to continue the | | | | cutsey stuff for real substance. Coordinateyour |
| same campaign. Whatdoes he say at the end of | | | | radio with your other advertising and you |
| every commercial? | | | | canbenefit from the power of electronic word |
| Radio done right works! | | | | ofmouth, radio. |
| Maybe you can't get the local station to come | | | | |