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It was a sad day when my friend, Rodney burst into my office, face contorted, pulling at the hair on his head, half screaming and half sobbing, “I hate radio advertising!” In a frustrated yelp he blurts out, “I’m gonna go broke! My life is over. I’m spending thousands of dollars on my radio ads and all they are doing is sucking my bank account dry!”

“What am I gonna do?”

Well you know how the saying goes, “If I had a nickel for every time I heard that I’d be rich already.” I talk to entrepreneurs weekly who are desperate to get out of their radio advertising contract because its sucking thousands of dollars a month out of their bank account and the promised flood of ravenous customers crashing down their door hasn’t materialized. Listen, radio advertising is like a tornado – when properly controlled, it’s like this giant invisible vacuum sweeping across the American marketing landscape rending listening prospects powerless to resist, and sucking wads of money out of their pockets and lining yours.

Yet the flip side of the radio advertising coin is very ugly, if you don’t know how to control the results, it will viciously turn on you and you’ll end up like the cow the tornado has sucked off the ground, legs flailing, bellowing fearfully, and puzzled as to the source of havoc being wreaked upon your life. Rodney, had inherited the family business, a greenhouse and nursery, and was feeling the heat from the family because he had a large advertising commitment with the local radio station and it was tanking badly.

The radio station had him on a full “rotational” campaign, running spots throughout the night and day. You’ve seen it before, the traditional “branding” campaign – if prospects hear your name enough times they will eventually find you when the time comes to buy and shun your competitors. Well, Rodney’s intense discomfort came from the fact that, for each of the past 9 months he had shelled out $4,000 a pop and the effort was simply not delivering a return-on-investment (R.O.I.). He didn’t plan on renewing the contract ever again.

As there were three months left on the contract he turns to me with those big bloodshot eyes and comical Einsteinesque hair and wanted to know if there was anything that could be done to salvage the disaster before his family disowned him. He pointedly asked, “Is there anything you can do to fix my radio spots?”

He left off the last part of the question….”for free.”

Rodney and I had been friends since high school and I knew he rarely paid for coffee let alone fork over any dough for my marketing services. But what can I do? He’s my friend. How would you feel if you were in Rodney’s position? I know how I would have felt.

His radio spots were appalling 15 and 30-second “funny” quips about the store — maybe half of them mentioned a product but none offered a reason to come in and buy something right now… you know like a sale, bonus, discount, some sort of compelling offer.

Listen up, there are lots of ways of fixing under performing radio advertising problems — here’s the quick fix approach I recommended in this situation. There were two critical marketing steps I had Rodney take immediately.

1st – I had him start thinking in terms of giving prospective customers a reason why they should come into the store right now. Have your commercials make some sort of compelling offer.

2nd – I had him switch from 30 sec spots to 60 sec spots and throw out the funny drivel and use the “live radio host call-in” format strategy. These are commercials where you call in your spot to the radio show host and he/she gets to grill you about what’s going down at your store. And even if it’s not really a live spot, you call in and record it with the host as if it were.

It might go something like this…

Radio Host: We have the owner of Rodney’s Greenhouse and Nursery on the line. Tell us Rodney what’s going on down there today?

Rodney: Well Dick right now we’re unloading a semi truck full of Royal Empress Trees, the fastest growing tree in the country.

Radio Host: The fastest growing tree? Just how fast do they grow?

Rodney: The Royal Empress grows 10 to 15 feet a year and are 40 to 50 feet tall within three years. Plus, it has the most fragrant and gorgeous purple blooms you’ve ever laid eyes on.

Radio Host: So Rodney you said you had a truckload of them?

Rodney: Yes, Dick we’re unloading 200 of them right now. I bought them from a nursery up North that was going out of business. And best of all Dick I got them at an unbelievable low price — 70% off, and I’m passing the savings on to all of your listeners that come in this weekend… Yada yada yada…

I think you get the idea. Did it work?

Well, I’m happy to report that Rodney’s family hasn’t disowned him yet and he renewed the advertising contract with the radio station for another year!

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