Sunday, May 17, 2009

Building A Radio Advertising Campaign-3 & 4

First of all, read first parts 1 and 2.

Now let's get to the point. Which is part 3= Specific Benefits.

Make one specific point in your commercial. Avoid tossing in all the extra stuff. Tell people what you want them to do. Make it specific. Don't give a phone number AND a web address. Just one.

You can do several commercials like this, as long as each of them is specific. It takes a lot of guts to get specific and avoid falling back into a general commercial. Which you can do on occasion, but the best results will come when you stay specific.

Part 4 does not apply to everyone. Part 4 is Re-Created Benefits. This is where your business grows and you discover a new aspect of your business that did not previously exist. When I worked with a Doctor a few years ago, we helped him open satellite offices to expand his practice.

I also worked with a car rental company that began selling their cars directly to the public, another example to Re-Created Benefits.

These days it may be easier to offer Re-Created Benefits with the improved communication tools ranging from text messaging to online appointment setting, to... who knows what will be next.

As you review these 4 steps to building a Radio Advertising Campaign and you need help applying these to your business, contact me.

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