July 2, 2024
Be different
This is one of my first blog topics – I started at the top of the pile. Pile is really the truth about where most radio commercials should be tossed…in the pile. Here is a bad radio commercial idea – make your ad sound like all the rest of the radio commercials.
TIP: Identify the result you want and focus on that message 100%. Example: some of the most profitable restaurants have 3 items on the menu: burgers, fries, and soft drinks. The fear: you’ll miss the person that wants a salad or a turkey sandwich? The answer: let them go somewhere else.
Most of the radio commercials I hear on the radio are unfocused and stupid! (see one of my other blog topics)
Radio is as powerful as it’s ever been, reaching 91 out of 100 people weekly. I’ve linked an article to a study conducted by the Radio Advertising Bureau, Inc. here, but please come back! This is great news for small business owners in America because small market radio owners are also small business owners like you, and they have similar ideals as you do. Reaching 91 out of 100 people in your market with radio is the highest value there is.
Below is the best way to get the right message.
- Write down all the words you can think of that describe what your business does.
- Form these words into a sentence of 15 words or less.
- Reduce your 15-word sentence to 3-7 words.
Use these 3-7 words you wrote about your business as the basis for all of your advertising. Next, use these words that describe your business for all of your advertising and use them on everything: invoices, business cards, signs, company logo shirts, everything means everything. My phrase for The Message Mechanic is: “helping small businesses get more business”.
Next, don’t change! Let me use a sports analogy to explain this idea. Imagine your favorite team and the team colors and the name of the mascot. I’ll use for my example my team – I’m a KC Chiefs fan (red, white, yellow). Imagine how difficult it would be to know what to wear to support my team? I didn’t need to look up the team colors or what the Chiefs mascot is. This is how ingrained you want your 3–7-word phrase to be in the minds of your customers!
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