It's what's Inside that counts

In the last article, I demonstrated a formula for putting together an advertising schedule including a plan for a jewelry store on a radio station. But beware, because the schedule is only one factor in determining success.

Today, I'll share with you the next factor: Content.

Face it, some advertising is more effective than others. I'm not talking about the advertising mediums, but the actual advertising messages.

Since we started talking about radio, we'll continue in that medium. I personally like radio because of the way it can communicate to your potential customers that is very similar to a word of mouth recommendation that one friend gives to another friend. Unfortunately, not all radio advertising makes full use of this advantage.

Here's what you want in your radio advertisement:

• Your Uniqueness that sets you apart from others that may offer the same or similar product or service.
• An Offer or incentive for people to do business with you.
• A Call to Action. What you want the listener to do next.

Here's what you don't want in your radio advertisement:

• Cliche's.
• How many years you've been around.
• How many years of experience your staff has.
• Anything that your competitors can also claim about them.
• Your street address. Instead say, "the bright yellow building on West Main Street."
• Your phone number unless it is memorable and that is the way you want them to contact you. 484-FOOD works if you do pizza delivery.
• The "WWW" part of your website address.

Then there's the style of the presentation. Unless you are a fast talking used car salesperson, don't use fast talking, slick sounding ads. They are a turn-off.

Instead, a natural, professional vocal style without background music can be very effective.

Use music and sound effects sparingly.
Humor and dialogue ads are also very difficult for your typical radio station to produce convincingly.
Focus on only one item or offer in each ad. Don't try and cram everything into one commercial.

Some of the best campaigns are a series of ads that build upon each other but can also stand alone. It takes a rare talent to develop this type of advertising campaign.

And finally back to what I mentioned at the beginning, focus on your Uniqueness. But not from your perspective, from the customers perspective. Develop a theme that you use in all your ads and stick with it.