A recent article in AdAge magazine cited the challenges of attribution when offline media such as radio motivates shoppers to begin to gather information about a product or service using a search engine.  Said AdAge,  "After a consumer's curiosity has been piqued by watching (or hearing) a broadcast branding ad, they head straight to the Internet to uncover more information." 

It is true that a growing percentage of consumer's will go online after they hear your ad on the radio but when it comes to determining what sent them to search, be careful that you don't erroneously assume that the shopper would have found you without your radio campaign to motivate them to take action in the first place.

"41% of Web users find brands through search rather than just typing a URL in their browser...People are using search engines as browsers", says Brian Wiener, president at agency 360i, in New York.  Can you see how this factoid has great potential to mislead you as you seek to justify the investment of your radio advertising campaign?  If people are using search engines as browsers (and I must confess that I do this all the time)  then when determining where a shopper came from, search engines will get the credit when it was actually the radio campaign that created the business. 

Don't make the mistake of making a search engine "bigger" in your mind than it really is.  Think of a search engine like the "world wide yellow pages". It is a catalog of services organized and digitally driven so you can find what you're looking for. Understand the dynamics of your media mix so you'll know what is really happening and then you can give advertising credit where credit is due.

Sometimes it's possible for your radio advertising to be just as effective with shorter radio commercials.  Though most radio spots being broadcast today are sixty seconds in length,  shorter commercials remain a viable option.  Astute radio marketers realize that by testing the effectiveness of a radio schedule using sixties for a few weeks and then running the exact same schedule using thirties for at few weeks, that it's possible to learn whether the product being advertised can be sold just as effectvely with a shorter commercial. 

Since thirty second spots usually sell for about half of a sixty, you can "double your budget" if you find that thirty second commercials can generate the same result as a sixty. With the money you have saved, you can then increase the weekly frequency on the same radio station to find the number of commercials that get the best return on investment for you or take that money and add a second radio station to the radio buy.  It's all about taking the extra time to test the best approach for your product before you roll out your campaign at "full speed".

In direct response advertising, it is rare that a thirty second commercial will work as well as a sixty. That's because as we've discussed before a direct response ad is one that asks the listener to take action by calling a toll free number and unfortunately, it takes twelve to fourteen precious seconds to repeat a toll free number at least three times in a radio spot. However, if the radio ad's "call to action" can be stated in just a few seconds, thirties and sometimes even ten or fifteen second ads can work just as well as the traditional sixty second spot.

The operative word in this message is "test".  Test your campaign before you roll it out. Take a scientific approach to your radio advertising. Keep accurate records of everything you do both in the testing phase and on an ongoing basis so you can learn the right length of commercial to advertise your product or service. And once you find the best approach, you'll be ready to launch your campaign knowing that you've made the most effective use of your budget.

It's a good idea at the beginning of any new radio advertising campaign to ask yourself this question. "What will success look like to me after my radio advertising campaign is over?"  Be specific in your asking and have a reasonable goal in mind as your answer. 

However one caution. We need to remember that success today looks different than just a few short years ago.  If you're not getting the call volume that you once did, it doesn't necessarily mean that your radio advertising has lost its' power! Truly, success has a "different look" today than it once did.  Here are three reasons why I believe that this is the case: 

1. Radio advertising marketers want better answers today.  That means that direct response radio advertising is becoming more popular and a necessity for many.  No longer is it acceptable for a marketer to just "get the name out there in front of the public".  Advertising is expensive. It should be treated as an investment that will generate some sort of measurable gain so it needs to produce real, tangible results for a serious marketer. 
2. The internet has changed the face of success because the volume of online fulfillment is increasing each year at a rapid rate.  It was recently suggested in a meeting of Christian radio executives that a phone room or call center to handle sales fulfillment may soon become obsolete.  Whether this is so or not, it is true that fulfillment costs less on the internet, and as the internet becomes more and more secure, it remains the most viable option for almost every conceivable business.  If you are noticing a drop in your call volume at your call center, it's probably not be because the radio advertising is not working. Most likely, it's because of a shift in the way the buyer is buying. 
3. Buyers are more informed. This is truly why the internet is so popular from an e-commerce point of view. Think about it.  There is truly no end to the amount of information that a buyer can obtain if he truly is willing to hunt for it online.  Buyers who "want to think about it" may be in fact doing just that as there is more to think about than ever before!

What this all means is that radio advertising success doesn't look the same anymore. It's still there for the asking but it should be measured in clicks and page views, not just in calls and store traffic.

We have become familiar with the concept of community on the Internet. Kids find community on chat sites such as "AOL Instant Messenger" and community specific sites like "My Space" and "Facebook".  Then there are business sites like "Linkedin" for example,  that allow business associates to create community and effectively promote commerce through similar values and interests.  Community is a place where trust is reached by our need to connect.

Radio formats can generate community too. If you go to a NASCAR event, it is unlikely that the radio station blaring from the pickup truck within earshot is playing anything but country music. What else would a NASCAR lover listen to...right?   However, when it comes to radio community, there is unlikely any target audience quite as connected as the Christian radio community.  Connected by values that reflect the meaning of life itself, yet separated by distinct sub-formats that meet the needs of different ages and programming preferences, Christian radio can "connect the dots" like no other radio format.  This results in a radio listener who believes and trusts in the programming that they hear.  When a radio marketer understands the ramifications of this trust, specifically how it can impact a radio advertising schedule, it makes for an easy choice for them to include Christian radio in their marketing strategy to attract new customers.

According to Simmons research, 72% of Christian radio listeners prefer to buy from a business that advertises on Christian radio.  No other radio format can command this loyalty and respect from their listeners!  It's that simple. What this translates into is a growing list of businesses who believe in Christian radio as a viable way to advertise cost effectively.  Demographic targeting, proper frequency and reach, and effective radio copy are still essential of course, but while other radio formats have struggled financially over the past decade, Christian radio has done quite well. Thus, the picture becomes clear. Trust and loyalty = satisfied advertisers.  This "halo effect" is what sets Christian radio apart from other radio formats.

One of America's most well known Christian radio broadcasting companies Salem Communications has adopted the phrase "Safe for the Whole Family" as a slogan to describe their programming.  With the crude presentation offered by so many announcers seeking to boost Arbitron ratings with a "shock jock" strategy, it's not surprising. One person described Christian radio as a "safe haven for radio listeners looking for programming that can have a positive influence rather than a cynical negative one."

Look for more and more Christian radio broadcasters to adopt broad slogans to describe their programming. Phrases like "family life" or "radio you can believe in" are broad in scope and reach. They may have a hidden meaning in some cases to the avid Christian radio listener but always have the potential to build a bridge of trust especially to those potential listeners who don't consider themselves to be "religious" yet are looking for more wholesome listening alternatives. 

Christian Internet radio is also providing alternatives for many looking for better listening choices.   Internet radio has become more competitive and that means better programming. Look for this radio sector to grow in the days ahead. If you've never listened to Internet radio, give it a shot.  You'll find our comprehensive listing of Internet radio stations at www.christianradioadvertising.com/broadcast_partners .

Many radio stations that play primarily Christian-themed music especially are noticing a "new listener" as a target for their programming. This new listener is likely not even a church goer but is appreciative of the fact that he won't have to explain the definition of a word like "homophobic" or "condom" to his innocent yet inquisitive seven year old riding in the car who doesn't miss anything.  These "mature audience" words are not likely to be a topic of a radio morning show host on Christian radio unless there is some instructive reason for using them. Not every "non-religious listener" appreciates the crude humor and off color comments of today's misguided, immature radio announcer. 

The conservative nature of gold and silver investing has always been a theme that has played well on Christian radio. As a group, Christian radio listeners are prudent investors who are educated in the value of precious metal ownership as a hedge against inflation. 

Keep in mind that a good gold customer has a very high lifetime worth to a broker/dealer as multiple transactions to both buy gold or silver as well as sell it are likely. Since a dealer realizes commissions on all transactions, this make the Christian radio listener perhaps, the best kept secret for gold dealers wishing to increase their profits. 

This success seems to be consistent whether a dealer advertises locally or nationally. One of the largest Christian radio groups in America reports that a large number of gold dealers continue to advertise to this unique market on their national network and several have been cashing in on the profits for years.  One of my most successful advertisers in local Christian radio for nearly sixteen years was a gold and silver dealer. My client only advertised in the local paper and with a regular schedule on our Christian radio station.  At one time he confided in me that Christian radio was one of the most profitable sources of new business for his gold and silver coin sales that he had ever used.  He went on to say that Christian radio was the only radio format that had ever been able to generate customers profitably for him.

Apparently Christian radio listeners are worth their weight in gold to both national and local dealers interested in increasing their business through effective radio advertising.

Mortgage recasting will become a familiar theme heard in '08. As more and more foreclosures are predicted with the housing crisis, Christian radio remains a viable way for credit counselors, legal firms and lenders to get their message out to homeowners who still desire to remain in their current home.

Recasting is not an option for all mortgages but primarily for certain types of ARM's (adjustable rate mortgages) in cases where the borrower may have qualified for a loan at the introductory rate but would not qualify at the top rate allowed by the variable rate scale yet is loaned the money by an over agressive lender. Because Christian radio plays to a high percentage of homeowners, this is something to consider for companies wanting to target a responsive, loyal consumer market with a high percentage of homeownership.

Some Christian Radio formatted stations may offer an ideal target environment to target reverse mortgage buyers.  Nationally, over 80% of Christian radio listeners own their own home and most Christian teach talk formats play to a high percentage of those over 50.  Additionally, mortgage lenders offering the reverse mortgage option are looking for a way to fully explain the advantages of reverse mortgages.  Clients can use a foundational schedule on Christian radio to build trust and then offer free information by dialing a toll free number after which a trained reverse mortgage specialist can call to answer questions and convert the sale.

With an increasing percentage of Baby Boomers looking for a steady flow of cash to retire on, targeting the boomer with a home may be a viable way to increase reverse mortgage sales profitably.

Here are some of the key points that we need to remember when creating effective radio advertising:

• Write with words that are at a 5th grade level. 
• Write like you talk and like you think.  You are not writing a book!
• Keep in mind that you only have around 180 words for a sixty second commercial and about half that for a thirty so think "economy of words and phrases".
• Identify your UBO (Unique Buying Opportunity) and make this the main point of the commercial.
• Ask the listener to take specific action.
• When using a toll free number, use a vanity number whenever possible. If no vanity number is available, have the announcer who records your commercial bunch the digits in two's and three's to make it easier for the listener to remember.
• When using a web based, "Call to Action" invite your prospect to a very specific action and at the bare minimum, give them free information or some kind of inducement to collect their contact information for further followup.

One final thought, spend time listening to the commercials that you hear on the radio. Ask yourself which one's are more likely to get your attention and why. Just practicing this exercise alone will give you perspective to see what good radio advertising sounds like.

Writing radio advertising copy that gets results takes time. If you would like to know more about how to create effective copy, feel free to contact us at Christian Radio Advertising at www.christianradioadvertising.com or call us at 800 690 0771. 

Obviously there are other things you may want your prospect to do other than just call a toll free number. This discussion is to share a few ideas about calling your prospect to take action on your website. 

1)   Make your web Call to Action specific. If your radio advertising is designed to ask your prospect to go to a website, don't just tell them to go there in the ad. Tell them what to do when they get there. "Visit widgets dot com and order our free report, Ten Secrets of Using Your Widget to Create Big Profits" is a better call to action than just "Visit widgets dot com to learn more".  You get what you ask for. If you create a compelling reason to ask for their participation you're more likely to get it.

2)   Get rid of "www" when writing the radio ad copy. "WWW" is meaningless and it takes 1.3 precious seconds that you can't afford to throw away when writing a radio spot. Just say "widgets dot com" and you've said it all.

3)   Buy dot com, dot net and dot org (especially if you are a non-profit organization) and make sure all of the web addresses point to your web address which you should publish as a "dot com". (Ex: If possible, publish your website for your widgets business at www.widgets.com then make sure you also purchase www.widgets.net, and www.widgets.org having them roll over to the main web address when they are typed into the browser.)  The annual cost for URL registration is a small price to pay to make sure that you prospects can find you.  (Obviously, there are several other extensions that are being used these days but "dot com" reigns supreme in "web credibility" and "customer friendliness". That doesn't mean that you can't be successful with a "dot info" website, but if you are going to use a less common extension like "dot tv" or "dot info", make sure that the website screams credibility and that all of your other marketing processes are streamlined and functional.)

4)    If you can't buy the other URL extensions or they are owned by someone who wants to charge you too much for them, make sure that you mention your web address three times minimum in the radio advertising.

5)   Consider calling the name of your business by the name of the URL and using it in the radio ad every time you mention your business.  The name of my business is Christian Radio Advertising dot com. Every time I say the name, I am telling the radio listener where to find me. This creates real economy in word usage and when I close out my radio ad with a call to action, the listener already knows where to go, now they just need me to tell them what to do when they get there.

6)  Create a compelling online offer that generates broad interest. If you sell software, give a 30 day free trial. If you sell a service or an intangible, create a "free report" and have people go online to get it. Small "yes's" lead to big one's. The most successful e-marketers give something away to get contact information and seek to build relationships through database marketing.

7)  Get other opinions about your Internet delivery platform. It is so easy to "miss the forest for the trees" when you are working up close on a marketing project. Radio advertising, especially consumer strong formats like Christian radio advertising has it's best days ahead but if your Internet fulfillment process (your website) isn't clear and compelling. If your site isn't "sticky" enough to lure shoppers and convert them to customers, this marketing deficiency won't be overcome by the most creative of radio advertising campaigns. Make sure that the back end of the marketing bridge is as strong as the front end and your radio advertising campaign is more likely to perform like you hoped that it would.

It's amazing how many radio spots are written well for the most part, but never ask the listener to do anything at the end of the ad. Think about this! It really doesn't matter how compelling that you explain the unique buying opportunity of your product if you don't close the commercial with a call to action that is clear and urgent to get the response that you want.

Since more and more of my work in both radio in general and in Christian radio in particular is in the Direct Response arena, I want to comment on this unique type of radio ad as it relates to a good "call to action".

Usually a direct respose radio ad asks a listener to take action by means of calling a toll free phone number to either order a product or to receive free information that may result in a future sale by the company making the offer. Here are some principles that you will want to apply in using a toll free number to make your radio ad work better for you.

1)  Create urgency in the "ask". Say "call now to learn more" or something similar, then state the toll free number that you want them to call.

2) Use a vanity number whenever possible. Research shows that vanity numbers can increase the response to a radio ad by up to 20%. The most famous of all radio vanity numbers for "Hooked On Phonics" demonstrates this recall power.  You remember it, don't you? "Call 1 800 A B C D E F G". 

You will not likely find a vanity number so ideally suited to your business as "1 800 A B C D E F G"  but even if you can't find a total vanity number that covers all seven of the letters of the phone number, a partial vanity number can still help the listener to recall the number. This is where part of the phone number is imbedded in the vanity number rather than the entire number. For example, if you owned a home improvement business, you might not find a complete vanity number like 800 YOUR HOME, but you might find a partial vanity number would be available. Like 888 65 HOMES for example. Here you can see that part of the number is stated in the 65 but the rest of the number is the vanity word "HOMES".  Do a search on vanity numbers and you'll find several vendors who can offer you choices for your particular business.  This exercise will be well worth your time in additional leads that it will create for you. Happy hunting!

3)  If you are not using a vanity number, have the announcer say the number in twos and threes. Let me explain. Your mind has trouble remembering seven individual digits but research shows that recall increases when the numbers are broken down into two and three digit phrases.

Here is an example.

Let's say that your phone number is 888 657 2549.  There is nothing about this number that is easy to remember when spoken audibly.  However recall improves if the announcer will lump the digits into two and three digit phrases. Have the announcer say something like "call triple eight, six, fifty seven, twenty five, forty nine."  Because the human mind can remember several short phrases easier than one long one, recall should improve and so should the number of calls that you will receive.

4) Say the number once in the middle of the ad and twice at the end at a bare minimum. I have written very successful ads that stated the phone number five or six times in the ad. This was not a waste of ad copy space! Just because you think that repeating the phone number is boring, remember that you are trying to generate a phone call from someone who has never tried to contact you before. Therefore, it is unlikely that you will say the phone number too many times in the ad for your listeners' liking. Remember, the call to action is critical to the success of your radio ad.

Tomorrow, we'll talk more about the "call to action" in radio advertising to get the results that you want.