What makes Radio Commercials Effective?

So why do radio commercials work so well at attracting customers to their business? It’s quite simple really… Audio, and more people use radio as a medium than any other media.

Now don’t get me wrong, you can’t just put anything out there and expect it to work simply because a radio commercial is based on audio. The message has to have that compelling hook to it, it needs to have an offer that makes the consumer remember the advertiser and the message. The bottom line though is quite simple – if the radio commercial has these qualities – it sticks in people minds, and they take action. Human’s are a very “audible” species. Audio makes a bigger impact in our minds than almost anything else.

Combine the fact that audio sticks in humans minds with the fact that radio has massive amounts of listeners. Don’t be fooled by people who say “all I listen to are mp3s”. These people are a very small fraction of the population. The fact is Broadcast Radio is used by 77% of Americans each day (and by 90% of the employed population, 2 ½ hrs/day). And those that swear by mp3’s… the fact is 80-90% of those people also listen to radio the same day.

Why is it then that some people will say: “My radio commercial didn’t work”? There could be multiple reasons. If your car is not working… there is a reason. It’s not because the medium of driving is a bad idea. It’s because there was something specifically wrong with your vehicle. The reason a radio commercial had minimal success can usually be determined by looking at a few key factors. Number One: What was the message? Did it speak directly to a target group of consumers and give a compelling message or offer? Or did it simply state the obvious – “My business is here and its great, come by today…” Second: What type of station did it air on? Was it on the station(s) that your target customer listens to? – Or simply the cheapest or the station “you like”? Third: How long did it play for? Radio is a frequency medium. Meaning your target customer needs to hear that commercial several times before they take action. If you only played it for a few days, and saw no results. Don’t be surprised. Often times, it takes weeks to get solid results. The good news here is that once it takes hold – It can often times turn into a waterfall of new customers. Businesses who have been using radio for years know this, that is why they are still using the medium. If you’re new to radio advertising – take note. It may take time for your message to take hold, but that patience paired with the right message and right station can pay off BIG time.

An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.

Business Advice - How Do Your Customers See You?


An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.

Give Your Customers More Credit

I’m not talking about dollars and cents here… I’m talking about the credit your customers have with your business mentally and emotionally. Consumer loyalty. What is your “credit level” with your customers?

Start out by asking yourself a few questions:

1) How do your customers view YOUR business and what you offer THEM? It could be very different than your point of view.
2) Are you just another business that sells products and services… Or are you a trusted source for advice and help when they need you? If you’re “Just another” outlet to them, prepare to be disposed of in their minds. Especially if you are nothing more than a building that gives services or sells goods with a credit card scanner.
3) Who is your customer and how can you develop a better relationship with each and every one of them? If you can find ways to do this – to be real and honest with them, and help them when they need it. You will have a customer for life.

Building that relationship with a customer starts with Image. How does the public perceive you? If you require them to come into your place of business to find that out, you will be very quickly passed by. You need to start by reaching out to your customers where they are. There are multiple ways that companies have done this over the years. Some with more success than others… No matter how you do it – Remember – It’s all about the message.

For example. There is Business #1 – To reach their customers they scream at the top of their lungs and intrude on their potential customers while they are listening to the radio commercials. Does it get them noticed. Yes… But does it develop a relationship? No. In turn they have to spend gobs of money month after month to stay top of mind with people.

Then there is Business #2 – To reach their customers they also used radio, however they took a different approach. They branded themselves as a local, hometown, trusted business that is there when people need them. They showcase ways they have gone out of their way to help the community, and why they too love their city and the people who live there. They also have real customers on the radio commercials talking about why they chose this business over the other. In turn they are able to spend less on marketing because they have repeat business, because a relationship is developed with everyone who hears their radio commercials. They run enough radio commercials each month to stay top of mind with new customers, but they don’t need to constantly pound their name over and over by screaming at people.

Who had more credit with their customers the “Screaming loud” business or the “Local, Trustworthy, and lots of people talking about why they like business #2 over #1.” business?

Children beat on pots and pans to get attention and have an attitude of “everyone will pay attention to me – just because “. Adults who own thriving businesses have an attitude of – How can we show our customers we care through positive marketing using radio commercials and developing true relationships once they come in. Never take your customers for granted, or assume they will come to you “just because”.

An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.

Driving your Business Through the Windshield or the Mirror?

It’s a simple question really. When you make decisions about your business: Are you basing those decisions on what you see ahead of you and where you want to go? Or are you making your decisions based on what you’ve seen in the mirror and the past? If you focus all your attention on the dark storm you just drove out of, you will likely miss the turns, on-coming traffic, and likely drive your business completely off the road because your focus is not on the road ahead. Is that really the way you want to operate your business?



Yes - times have been rough for many of us. Yes - you have been gripping the wheel with all your might. While you were gripping that wheel – You’re focus was likely on the road ahead though. Now that we are seeing a break in the storm – is it really a wise decision to drive your businesses future by looking behind you? It’s understandable to be hesitant, we just drove through a bad storm.



Ask yourself: How do you want to grow your business? How do you want to sustain your customer base? More importantly – How do you want to grow it?



As someone who works in the marketing industry, my job is quite simple. Find the most effective ways for individual businesses to expose themselves to their target clientele. And oh yea… do this as cheaply as possible. Even with the advent of new forms of marketing one of the most effective and cheapest ways to reach your customers over and over with a compelling offer or message remains to be Radio. Why? It’s quite simple – When you look at the stats of how many people listen to a station, the cost of airing a single commercial, and the impressions that you make from that one commercial. It comes down to pennies per person. Yes – Pennies per person to reach your audience through a radio commercial. Combine the exposure radio gives you with a legit and solid offer to your customers and you have marketing gold.

Compare pennies per impression to pay per click – And you are looking at anywhere from $1 - $30 per click. Compare it to direct mail and you are looking at $2 - $3 for a piece of paper that will likely be thrown away. Compare it to almost any other venue and you are looking at much higher costs per impression.




Don’t forget your message has to make a true impression with your customer. If the message blends in with everything else, or is weak – you will have wasted your opportunity.

If you have questions about how to make a truly effective radio commercial. Feel free to give me a call or email at any time. I would be happy to help!




An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.

The Cost of a Radio Commercial

I was recently engaged in a conversation with two business owners at a convention bar. Neither knew what I did for a living, both men worked in the same industry. One man said to the other “Why would you want to buy radio commercials!? … They don’t work and cost too much!”. The other business owner looked at him, and simply said “They are working for me… In fact since we started using radio commercials our sales have gone up 23%! Even in the down economy. With a jump in sales like that, radio commercials more than worth it!” The other man just shrugged, with a confused look on his face….

But rather than find the reason for his incorrect assumption – he chose to simply slide back into his own pride, sip on his rum and coke with his self-indulged sense of “knowing it all”.







Three months after this convention, one business was thriving – the other had shut his doors. You can guess which one.







I wonder now what the man who doubted the power of radio commercials is thinking now. Was the cost really too much? If you look at sheer mass numbers, radio is actually one of the cheapest ways to reach massive amounts of people per dollar, and most effective.







I don’t blame the man for not understanding the power of radio, I do however fault him for not being open to ideas outside his comfort zone. In the end, his attitude is what did his business in. So what were these other approaches that he so quickly shrugged off, and had no desire to learn?







In further talking with the successful businessman who was using radio commercials… He told me “it was a learning experience”. At first… radio didn’t work too well for him. Then he got the advice of some people outside of the radio station and it steadily picked up. He could have just given up and said “this doesn’t work”, as the other man did… rather he knew that “there must be some method to this madness”. When I asked him what kept him trying it, he told me. “I hear the same people on the air for years, there is obviously something working for them – I needed to figure out what it was and do it myself”. Which is exactly what he did. After some re-tooling of his radio commercials message and air-times. He had a very tight, focused and successful radio campaign going for him.







The lesson here… Before you give up… take a look at the bigger picture. How has what you are trying to do worked for others. Don’t let your pride prevent you from asking others for advice and ideas. Heck… it’s what I do for a living. Every campaign is different, every business is unique. The determination of success is not always based on the message or air-time – but on the ambition and sensibility of the business owner behind the campaign.







If you would ever like some free advice or ideas on another perspective on what may help make your business more profitable and successful feel free to call my agency anytime.


An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.

Why YOU May be Hurting Your Business

It shouldn’t take the dropping of a large Waterford Crystal ball dropping in Times Square to motivate you to find new ways to improve your business. Sadly for many, it is the simple date on a calendar that makes people think that “things will be different now”. Yet, many do nothing to make “make a difference”. Sadly many think the magic turn of the page will do all the work for them.

No doubt, 2008 was a very tough year for anyone who is in business. And with the tough year and uncontrollable surroundings – comes a very heavy veil of negativity.

It’s easy to understand why.

Sometimes, that negativity was very called for, there was times when things just plain sucked – and sucked the life out of us. Even as our economy begins to evolve in a positive direction... It’s much easier to stay in the “everything sucks – nothing is my fault” mood much longer than is called for. Those who do this will indeed fulfill their own prophecy. “Everything will suck” … However it will be a self induced scar – no matter how many excuses they want to come up with.
In order to change that attitude – We need to find some positives. Consumer spending and holiday shopping is up! The stock market continues to climb! Unemployment claims are going down! The overall consumer outlook has become more positive.

In plain English: Your target customers are beginning to look for ways to spend their money again. The initial shock and “SAVE”, has worn off and people are now in a place where they know what they want and where to spend their money – Rather than just sit on it.

How are you going to let them know you exist?

The companies that have seen spikes in sales over the last few months have one thing in common: They advertised. While many businesses simply cut their advertising budget out of fear, the smart ones have been taking advantage of the low rates for radio commercials and TV commercials. In doing so, they took the upper hand in the market over their competition. While people may not have been spending much, they were still listening to the free entertainment of radio and TV... In fact – they were using these mediums more than ever. Due to the simple fact: They are free.

While they were listening to their favorite talk host, music star, or reality TV show - Your target customer was also being exposed to great offers from either your business – or your competition. These businesses are now seeing the fruits of their patience and labor. They consumer has returned to their doors.

So what can you do? Let your target customer know you still exist. If you have not had a radio commercial on the air for a long time, chances are your customers may think you went out of business. It’s an easy assumption to make, since many stores closed shop. Let them know you’re still out there – let them know why you stood the test of time – and let them know why they would want to do business with you over anyone else. Do this and you too can begin to see the fruits of the not so horrible future. If you want a little help or advice as to where to start – Feel free to give me a call or email. It’s what I do for a living. I would be happy to help.

An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.