Write a Radio Commercial
Radio ads are very cost effective and don't require a big investment
compared to other big media. In most cases, your commercial will be
written by the station's advertising rep. While some radio salespeople
are good writers, most got their jobs because of other skills (like
selling!).
It will pay you to know a few simple things about what makes an effective
radio commercial.
State your most important message right at the beginning. Repeat
that message at least three times.
Keep sentences short.
Simplicity pays. Don't get carried away with multiple announcers,
lots of sound effects, or daring attempts at humor. Have your copy
talk directly to your best prospects in a very personal way.
You may be surprised at just how effective these simple points are
at making your radio copy effective.
Make It Easy For Everybody!
My wife, who is a school teacher, often reminds me that different
people learn in different ways. Some students like to read, others
like to learn by doing, and a few would rather sit and have someone
tell them the information.
Customers and prospects are the same way. Not everyone will want
to do business with you by the same method. Some people prefer to
talk to you over the phone while others like speedy (and almost free)
e-mail.
When I write an article for a magazine or newsletter, I'm always
surprised at how many people write me a good old- fashioned letter.
My mother-in-law is a die-hard believer in the fax machine. Other
people just aren't happy unless they can see you in person.
Make sure you give customers the option of doing business with you
in a multitude of ways.
Use a Toll Free Number
When it comes to selling, the name of the game is reducing resistance.
You've got to eliminate whatever is causing the prospect to hedge
their decision to buy from you.
Even though long distance phone rates can be rather inexpensive for
a short call to make an order, many people (including myself) will
instinctively hesitate before putting the call on their dime.
This is where a toll-free phone number into your business can make
all the difference in the world.
While 800 numbers used to be the province of larger businesses, long
distance companies now make them readily available to homes and individuals
with rates around 15 cents a minute.
Don't worry if your number is a little hard to remember. It may encourage
prospects to write it down. Be sure to include your local number for
customers who live in your town. It's a good idea just to let them
know you're local.
