Ever looked at someone else’s proposal… and thought, “Wait… what am I even looking at here?”

And then, imagine you’re the business owner!

Now, take an honest look at your own proposals and presentations.

A lot of proposals, ad schedules, educational pieces, and follow-ups aren’t just unpersuasive… they’re confusing.

They’re filled with:

• Industry jargon
• Missing details
• Vague timelines
• And numbers that don’t clearly connect to results

To us, it all makes sense. We live in it every day. But to a business owner? It’s like trying to read a foreign language. And when something feels unclear… it feels risky.

So, what do people do when something feels risky?

They wait. They stall. They say, “Let me think about it.” Or they buy from someone else. Not because they’re not interested…

But because they’re not confident.

Before you finalize your next presentation or proposal, do a quick gut check:

If someone outside my industry read this…
• Would they understand what they’re getting?
• Would they see how it helps their business?
• Would they feel confident moving forward?
• Am I talking about things they don’t care about?

Clarity builds confidence. And confidence closes deals.

Make it easy to understand… and you’ll make it easier to say yes.

Remember when Tommy Boy finally “got it”? It’s just an example of keeping it simple and understanding what they really want to hear. Check out the short clip here…

https://youtu.be/a5dpBpaFiMo?si=30L82aKyCH2SuJPY

NEVER Stop Learning – Get Better Every Day!

Duane Christensen
Rick Fink

ENS Media

Most radio ads are filled merely with information. Better price. Faster service. More experience. Yada yada yada… a list of what a business does and a bunch of cliches that mean nothing to a listener. They’re mostly ignored.

For your clients’ sakes (and your future success), we need to get beyond “ordinary” and “below average” ads. There’s a level of ad writing / ad creative that will help you dramatically. 

It’s called customer bonding. 

I think Roy H. Williams coined the term. Or at least that’s where we heard it first. We’re going to do our best here to explain customer bonding ads. They’re the best way to cause a listener to “feel” who a business is and what they stand for.

Customer bonding ads are the shortest distance to earning trust.

What is Customer Bonding? 

Branding is what you do. But customer bonding is what happens when you do it right. The meaning is literally in the name. And it forces the right question. 

Instead of: “Does this ad look/sound like our brand?” 

You ask: “Will this make someone feel connected to us?” 

The problem with the term “branding” is that it’s been watered down to mean: 

• logos  
• colors  
• consistency  
• “looking professional” 

Customer bonding is what branding was always meant to be — we just forgot. 

It’s about being chosen. And people don’t only choose a business they know… they choose who they feel connected to. 

When someone experiences a good customer bonding ad, they think: 

• “They get me.”  
• “They’ve been where I’ve been.”  
• “I trust these people.”  

Why Features & Benefits Fall Short 

Features and benefits speak to the mind. But decisions don’t start there. They start in the heart. And as Roy H. Williams puts it: 

The mind will always find logic to justify what the heart has already decided.  

If you haven’t read Roy’s Wizard of Ads trilogy… you should order them today and read them ASAP. Roy started out as a very young radio sales rep and made a lot of mistakes early in his career. But over time, he learned how to turn ‘dreamers into millionaires’ by writing better ads. And you can too.

If your ads only gives people reasons… and never gives them a feeling… you’re making them work too hard to choose your client. 

What Customer Bonding Looks Like in Real Life 

Customer-bonding ads don’t really sound like “normal” ads. 

They sound like: 

• A business owner’s story about a turning point  
• A story about a moment of doubt  
• A struggle people recognize and go, “Hey, me too!” 
• A belief that feels human and real 
• Being submerged into a moment you’ve lived before 

They’re often a little vulnerable. A little unexpected. A little different. 

And that’s exactly why they work. Because predictable ads are ignored. But human moments are remembered. 

This is How You Can Separate Yourself 

Anyone can sell: 

• Spots  
• Schedules  
• CPMs 

But when you help a client uncover: 

• Their story  
• Their “why”  
• Their human moments  

Now, you’re not selling ads anymore; you’re helping them bond with future customers. 

And that’s where:

• Brand preference is created  
• Price becomes less important  
• And competitors become forgettable 

And to wrap this up today… 

We’ll share an example of a customer bonding ad in a moment.

There are many kinds of bonding ads — I guess this one below would be considered an “origin story”. Yes, it’s a 60-second radio script. I know most of you don’t do 60’s… but I’d reconsider that when you have a type of ad like this. You can’t tell a very good story in 30 seconds. And if it’s written right… people will listen all the way through. Why? Because we all love a good story. We’re hearing Jerry’s story here. I think most people would feel a little more connected after hearing it. It will be listened to and remembered far more than any blah blah blah regular old 30-second ad that lists a bunch of stuff that a business does – and usually gets completely ignored…

“In 1960, when I was no taller than a clogged P-trap, my Dad brought the Roto-Rooter franchise to our great community. He worked his tail off to make sure his customers got better service than they expected… and that’s what they got. Hi, I’m Jerry from Roto-Rooter. 38 years later… I left the fire department and bought the business from Dad. I learned a lot from him and continued his dedication and work ethic. BUT… I wanted to serve our customers even better. Respond to calls faster, be friendlier, and work around people’s busy schedules. And we’re doing just that! But change is always happening and you’re busier than ever. There’s always something to do and somewhere to go. And we wanna keep up with you! So, we never stop improving. Our guys are trained to be the best. We fix it fast… and fix it right. My continued promise to you – is great service at a fair price.  You know what? I think Dad would be proud.”
(Roto-Rooter Jingle Out)

NEVER Stop Learning – Get Better Every Day!
Duane Christensen & Rick Fink
ENS Media
www.ensmediausa.com

If you’d like to learn how our SoundADvice program can help your entire Radio sales team open more doors, protect more clients, and create more revenue, simply email [email protected] to request a pdf with all the details and pricing. And it costs LESS than 3 lattes a week.

We’ve witnessed too many emails with ad packages attached that say something like:

“This is a great way to get in front of more people!”   

“Reach your target demographic for only $575 in February” 

“You can be the signature sponsor of…” 

So, what are you selling?

An audience? 

Impressions? 

A demographic? 

There are a lot of instances where you have to sell short-term radio based on an event, an add-on promotion, or help wanted ads. We understand that.

But Radio does the most good when it’s used for the long haul. Deepening people’s preference for your client with better than average ads – week-in and week-out.

That means more 48 to 52-week schedules.

How?

• By helping businesses understand that becoming Top of Mind is ideal. Causing people to become familiar with and eventually prefer that business over time before they even need them. When that happens, people aren’t using Google to search their business category – they’re using Google to search your client’s business name exclusively. Taking competition out of the equation.

• By understanding that “the message” is the biggest factor in making advertising work – by a country mile.

• By knowing, feeling, and portraying that Radio is boss! Not an afterthought. Not nostalgia.

• By selling advertising results (the only thing your clients care about).  

• By creating ads that do not sound like typical ads – ads that engage listeners about what THEY care about. 

• Did I mention that Radio is still boss?! And has the power to engage with the community like nothing else? We just need to believe it and go get it!

So, the next time you want to start off a conversation talking about your cume, your AQH, your demographics, your rankings, or an ad package… we want you to STOP, PAUSE, PUT ON THE BRAKES…

And consider what the business truly cares about – growth, results, and not feeling like they’re wasting more money.

Then tell them how you can deliver all of it with a long-term solution and a kick *ss radio team!

 

I wrote on this topic nearly 4 years ago, and believe this or not, not everyone in the radio world read it, and if they did, they didn’t heed the message. Shame on us!

Therefore, allow me to stand on my soapbox for a minute and speak once again to something I am very passionate about, or should I say, very passionate against!

I’m referring to using phone numbers in radio ads. Regardless of what size market we drive through, while listening to the radio we still hear the dreaded seven-digit, or worse yet, ten-digit phone numbers. Yes, it’s still happening! 

Is it happening on your stations?

The ONLY thing that could possibly be an even bigger waste of breath is when we do the unthinkable and repeat the ten-digit phone number.

In recent weeks while driving to see clients, I went through small, medium, and even two major markets. I would guess that approximately 25-30% of the ads I heard included unmemorable seven and ten-digit phone numbers. Why? 

I realize that the business owner is usually the one that says, “I need my phone number in the ad; that’s how people reach out to me”. As media reps, it’s our job to explain to them how our medium is used and instead show them a better way to use those seven, ten, or twenty words. 

The listeners of your stations do not stand by with a pen in hand, waiting to write down a phone number from an ad they previously heard that may or may not air again in the next commercial break. It’s simply NOT how people listen to the radio. It’s not how people watch TV either. Do you have a pen and paper handy while watching TV?

If the message is strong enough and creates enough desire, the interested consumer will find them. Nine times out of ten they will google the business name or speak into their phone and simply say, “Call Joe’s Pizza”, “Central HVAC”, or “Sioux Auto Sales”.

There are only 5 scenarios when we should use phone numbers in radio or TV ads:

1.  When the number is very easy to recall – For example (prefix) – 1-2-3-4 or (prefix) – 20-20 (I’m still skeptical)
2. It’s said in a unique way that makes it very easy to recall – For example “541- twoooo – sixxxx….seven – eight”! (Still skeptical!!)
3. A vanity number – For example 541–BEDS, or 1-800 – GOT JUNK
4. Direct Response ads – The rule of thumb is to repeat the number 4-6 times.
5. When a business doesn’t have a website or social page. (Shame on them)

Let’s make the world a better place and eliminate phone numbers in radio ads!

O.K., I am now off my soapbox! Thank you for allowing me to vent!

While March 20^th was officially the first day of spring, in some parts of the country, it really doesn’t feel like spring until much later. That’s especially true this year for those of us in the north. It’s late April and we’re still not sure spring has sprung!

When you think of spring cleaning, you think of washing the windows, thatching the lawn, and picking up the sticks and leaves. Some go much deeper and include washing and cleaning the garage floors, vacuuming, dusting, and washing vents, baseboards, windowsills, blinds, light fixtures, and shades. They call that deep spring cleaning!

There are many reasons why we should do a spring cleanup both inside and out. Without going into specifics, spring cleanup prepares us for the next few months. Not only is your home clean, inside and out, but it’s also healthier and you and your lawn are better prepared for new growth.

That relates to you and your home. But what about your business?

In sales, it seems that more often than not we simply go about our days and only think about cleaning our office area and evaluating how we go about our profession at the very end or beginning of each year.

Springtime is a great time to stop, pause, and think about how your 2023 has started off, and it’s a great time to make necessary adjustments and get ready for growth.

Start by looking at your workspace; is it clean and fresh? Does it provide a positive, light, and creative space or is it drab, dark, cluttered, and uninspiring? Do the same thing with your clothing. Do you need to throw out some of the old and get a new clean, fresh, and professional look? Is your vehicle clean, inside and out? Remember, you are being judged by everyone around you. Your co-workers, your leaders, and your clients and prospects!

Next, does your workspace need a spring cleaning? Even if you are one of those people that believes you function better in clutter, the truth is, when we spruce up and organize our space, we feel better about ourselves, and we can’t help but function much better! This includes your desktop and your files, paper and digital. I have never once cleaned or spruced up anything, car, wardrobe, or workspace, and said to myself, “Man I wished I hadn’t done that. I was more productive when it was dirty and unorganized”. I doubt you have either!

Lastly, do a quick check to make sure all your tools are prepared and in place for the coming months. Are you prepared to keep everything in tip-top shape so that you can look, feel, and function at a maximum level so you can be as productive as possible?

A good spring cleaning is good for the Mind, Body, and Soul, in Life, and in Business!