Article: I heard it "On The Radio"

I Heard it "On The Radio"

It happens to all of us, a friend shares a compelling story or tidbit that left you
wanting to know more… When you ask them where they heard it, the answer
comes back “I heard it on the radio”. This happens quite often, many times
they were referring to a radio commercial for a product or service, without even
knowing they were repeating the message of a radio commercial. Not some
witty banter from a “DJ” about the latest performer to enter rehab.

So why did your friend pick up on a message a radio advertiser put on the air?
Because the business talked about how long they were in business for? About
how all their products are “quality”? Or because they had their kid reading the
commercial? No. No. No. It was because one statement in the message was
compelling, and spoke directly to your friends needs and wants. With that one
moment of direct connection, a relationship was formed between a potential
customer and a business.

The fact that your friend shared with you this tidbit of knowledge they learned
“on the radio” made message “viral”. It wasn’t just some passing information
that was shared secret between a store clerk and a consumer. It was a
message so compelling, that your friend was moved to share their new found
knowledge with you. You may be thinking to yourself… what kind of message
was this? The answer: It was a message that pertained directly to that specific
persons needs and wants. It may have meant absolutely nothing to one of your
other friends, but to that individual – it was pure gold.

How could a message mean so much to one person and not the other?
Simple: It was direct, it was targeted, and addressed a specific need unique to
that person. All too often I hear radio commercials that try to be “Everything to
Everyone”. When a radio commercial sets this goal, they lose. Why? Because
the reality is: A business can’t be “Everything to Everyone”. A business has a
select demographic of clientele that they need to attract.

It amazes me how many business owners are completely oblivious to this fact,
or refuse to accept it out of sheer pride. While in an ideal world it would be
great to appeal to every person and their pet cat muffles, it’s just not reality.
When we try to speak to everyone, we miss the opportunity to address the
specific needs and desires of that person who is searching for exactly what we
can do for them. When you can identify that persons needs and speak to them
with a truly compelling offer, and deliver on that offer: You not only gain a new
customer – you gain a loyal follower who wants to share this newfound
knowledge with their circle of like minded friends.

For a FREE MARKETING ANALYSIS and consultation contact us today at (231)468-9972
or email us here.
Or visit http://www.bestradiocommercials.com
http://www.bestmediaplacement.com

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