Music On Hold I Want To Wait On Hold Music How to Advertise on the Radio and Make a Ton of Profits

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How to Advertise on the Radio and Make a Ton of Profits

Many profit seekers are hacking internet marketing these days. It’s easy to forget that marketing is marketing. All media have power. Billboards have their advantages. Postcards are powerful. Business cards have a certain amount of power. (I mailed one time and sent three business cards in an envelope. No letter. No explanation. I got a lot of responses to that mail. Interestingly, they got it. They called in a package saying, “Why am I getting this card?” (The only mistake was not being ready to offer the sales script. I forget why I sent the mail. It was years ago. But we got a surprising response.)

Anyway…I’m writing to give you some ideas about radio advertising. Radio is an often overlooked darling of the marketing mix. Radio has a loyal following. Radio is intimate. The radio is urgent.

Here are my random thoughts on radio advertising.

1. Use 60 second spots. 30 and 15 are too short for actual sales. If you can get them, spend 120 seconds.

2. Be human and make mistakes. My example is an old Paul Harvey ad. Mr. Harvey would pause, sta… stammer while endorsing this or that product, sounding very sincere.

3. If you’re going to follow my advice, avoid the “doughnuts.” Donuts are radio spots with music at the beginning and end and your message in the middle. Donut companies often don’t measure RESPONSIBILITY. If they measured the response, they’d know that the music at the beginning and end is equivalent to the blank space in your print ad. White space doesn’t sell anything. In your print ads, you want to package your ad with compelling copy. Over the years I have collected many ads that were mostly white space. For fun. I even have one ad from the NY Times that had ALL WHITE SPACE except for the seller’s address in the middle of the ad. No company name. No message. No offer. Unbelievable. There is no reason to pause. There is no reason to dwell. There’s no reason to hide a check under the door…no matter the business address. The creators of the ad were full of themselves. But buyers will care less about you as a seller. They only care about what they have. So … fill your radio ad with a persuasive, convincing REASON LESSON. Don’t waste your money on music. Let the radio station provide music. Your job is to convince the listener to stop what they’re doing, change the course of their lives, and buy what you’re selling.

4. Make sure you MEASURE your response. Ask the listener to do something RIGHT NOW. Call this toll free number NOW. Visit this website NOW. Write this number NOW. Please quote x889 for this offer code. etc.

5. Identify yourself at the beginning of the ad. Listeners want to know who is talking to them. It also represents authority.

6. Preach BENEFITS in your advertising. Benefits are different from FEATURES. You need some features to convince them of their usefulness. But PROFIT is the key to getting a response.

7. Don’t try to be too cute, too smart, too funny. People don’t buy from clowns. They buy from serious hosts who make deals that really give them an edge in life.

8. If the people at the radio station say your ad is good. Remove ads. They’re so used to hearing it all that they often think that funny, clever, or cute ads are winners. NO. NO. NO. You want your ad NOT to be seen. If people say your ad is good, you’re in trouble. Instead, you want people to hear the ad and say, “Wow, that sounds like a good product/service.” If you can make your PRODUCTS and SERVICES shine… your ad will be invisible. You can attract the wrong kind of attention. Your goal is sevenfold: (1) Be engaging, (2) (3) Be engaging (4) (5) Get the attention of the right kind of people (buyers) (6) Tell a sales story, and (7) Trigger the desired reaction. It’s not meant to be fun.

9. Define your buyer right from the start. “Listen if you’re a householder…I have good news for you.” Or… “If you’re looking to increase your income, here’s a tried and tested way to make money in today’s tough economy.” etc.

10. Use inspiration. You can’t annoy people and make them buy from you. If you are happy with your product or service, let your emotions shine.

11. If you want to know WHICH stations to advertise on… go to your local car wash. People will tell you they listen to this station or that station…because people say one thing but actually do another. But if you go to a car wash, you can take a towel and wipe the inside of your car. Turn on the radio while you’re sitting there. You’ll see for yourself exactly what people are listening to the most. A surprising number of people listen to the radio. Rush Limbaugh stations are hot and have been for a long time.

12. Price negotiation. Some radio stations will run “One Referral” ads. But you must have the experience to reap the benefits of these deals. Or contact a legitimate call center that handles inquiries and sales. And remember, radio only has TIME to sell. If they don’t fill these spots, they’ll never recover their lost revenue potential. They will negotiate. I keep saying… “Would you like 5 spots a day for 10 days?” …and they say “$X amount”. Then I said, “I only thought about half of that amount…what if I hit the middle?” Your goal is to make a profit. No profit for radio stations. Know your number. If you’re selling a product for $100… you need to sell at least one product for every $100 in ad spend. You will lose money, but know the numbers. Most companies lose money on the “front end” of marketing a product or service. But they do it in spades at the “back end.” The “back end” is when a one-time buyer becomes a multi-buyer. Know your number.

13. Test in small markets. Bringing it to the big market. You can buy radio time for $5 or $10 in small towns like Beaver, Utah. Big cities require 100-400 dollars per place.

14. Mix your radio with other media. Even with a 60-second ad, you’ll need to do something more convincing. Get your phone people ready with a prepared and convincing script. Drive them to your website. Tell them to check your inbox for special offers from you.

15. If you’re going to do mass radio… change your message slightly so listeners don’t shut you out. You’ve probably read about Broca’s area of ​​the brain. If everything is predictable, this is the part of the brain that gets bored and looks for something new and more entertaining. Every other ad changes your message a little bit and the brain says “wait… haven’t I heard this differently before?” They were suddenly more engaged.

16. Use celebrities when appropriate. There are many unemployed actors and actresses. If you can find one that fits your target audience…or your product design, a celebrity can increase response.

Hope these ideas help. My contact details are below if you would like to talk.

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