You’re going on vacation. Congratulations!
When you tell your friends, “we’re going on vacation” what’s the first thing your friends will ask?
“So where are you going?!”
Whether they’re excited for you, jealous, or glad to see you go is something you need to come to terms with. (Yikes!)
If they’re handy, you’ll take out a brochure! At the very least, you’ll tell them.
“England!” “The Bahamas!” “The Grand Canyon!”
I don’t think I’ve ever heard anyone ever say, “Ummm…we don’t know. We’re just going to go to the airport and sit down on the first plane with pretty paint on the tail and we’ll know when we get off.”
You know when you’re leaving, how you’re getting there, what time to be at the airport, what time you need to get up to get to the airport…
…and the overriding purpose to it all is your destination.
The same is true with your radio advertising – you have to start with a destination in mind.
First, define the goal of your radio commercial or campaign.
Then, once you’ve picked your destination, do you book a direct flight that takes two and a half hours? Or do you book the flight that takes you in the opposite direction with 6 layovers and burns 36 hours of your vacation time?
You’re going to take the most direct route.
Now, a lot of the commercial falls into place…if you let it.
Once you’ve defined your goals, everything else that does not support that goal is irrelevant. In the movie industry, they talk about “all the film left on the cutting room floor.”
For example, here’s a script written by the business owner:
Whether you are looking for your first gun or an avid collector, visit <gun shop>. A fully stocked showroom and their knowledgeable and friendly staff will help find the right firearms for you! Try it before you buy it. Most popular firearms are available for a test drive and instruction is available! Already own a gun and need a place to shoot? Visit <gun shop> and no membership is required. New to shooting or have years of experience go to <gun shop> in <town>, on <street>, across from the <landmark>.
What’s the “destination”? What’s the goal of the commercial?
There is no clearly defined destination.
Now, I know you’re going to say, “You can go to more than one place while you’re on vacation!” Yes, you can. I did it myself a couple years ago: Hoover Dam, Grand Canyon, Zion and Bryce Canyons in ten days.
But not in your radio ad.
Your commercial is thirty or sixty seconds…not two weeks. (Heck, I would turn off your commercial after sixty seconds and I love commercials!)
With a clearly defined goal, you know if your advertising is working.
If you’re driving along and make a wrong turn, you take the steps to get back on the intended route – to arrive at the intended destination.
Looking at the gun shop script above, the first thing mentioned is sales. If, and that’s a big “if”, there is an increase in sales, chances are there won’t be a noticeable uptick in range time or lessons. Why? Because anyone interested in range time or lessons has already dismissed this commercial from their psyche – they got the point in the first three seconds and it wasn’t for them.
Let’s say, this time last year, the gun shop sold 15 guns. They start running this commercial and this year they sold 16. That can just be attributed to normal sales. If they sold 22 this year…THAT can be attributed to the advertising.
A clearly defined goal, gives you a clear message in your radio commercials and a clear message to your customers.