How To Effectively Communicate With Your Customers Through Advertising

by Tony_Brueski

PROBLEM: You have a friend, colleague or even worse, a competitor who is
having phenomenal success communicating with their customers through their
radio commercial or marketing campaign… However you’re not, or have no idea how
to be?

We’re going to examine one of the
many possible factors that could be the cause of this. It could be the
“Ease of Contact” between you and your potential customer. This is a
problem I see all too often. Its quite simple to fix, unfortunately often times
be overlooked.

Its very easy to throw away
thousands upon thousands of dollars on advertising if your customers don’t have
a SIMPLE way of getting in contact with you. Even with an intriguing commercial
that catches the attention of a potential customer. You will completely loose
that open door you’ve created if you slam it shut with a complex or
un-memorable phone number or website. I’ve had several new customers come to me
with this dilemma. I always stress a very simple rule to them: Keep It Simple

No one is going to remember
“Call 316-672-8901″ No matter how often it is repeated. Or
“visit double-you, double-you, double-you, dot my business dot com slash
great deals slash radio sale”. NO ONE, No matter how photogenic their memory
will retain this information when they need it. People will hear the random
combination of numbers above as just that, a random combination of numbers, NOT
a phone number. The brain is not equipped to retain information this way. When
trying to recall the web address above, will recall it in the wrong order,
often times with words that were never even used.

You may reason with yourself,
“If its important to them, they will remember it… Right?”. Wrong.

Often times radio advertisers will
connect with hundreds if not thousands of potential customers. However, only a
fraction will become real customers because only a few were able to recall the
information needed to follow through. Because all too often, this information
is poorly communicated. However, hundreds if not thousands, WANT TO FOLLOW
THROUGH. Although many can’t recall how to due to poor communication.

SOLUTION #1 Simple Number. There are
some GREAT vanity
number services out there. Services that can give you numbers like -
1-800-NEW-CARS to 1-800-NEW-HOME. Using numbers like these, or a SIMPLE web
address in your radio advertising is a KEY to the success of your business.

Plus some vanity number services
provide you with AMAZING tracking data on every single person who calls your
number. Everything from their address, household income, time of call, date of
call, medium from which they got your phone number, and much, much more. All of
which is great information to have when it comes to building up a customer
database, and track effectiveness of a commercial campaign. Even if your not
having your commercials produced through us, feel free tocontact me for a
recommendation on some great vanity phone number services that could transform
your advertising!

SOLUTION #2 Simple Web Address. This
one is simple. If you sell chocolate, try to have a web address such as
“lovechocolate.com” or “eatchocolate.com”. Something simple
and physical. or “http://www.ignieseandsons-chocolatefactoryandtours.com”
or even worse “ignieseandsons-chocolatefactoryandtour.com/radio”.
With the thought of adding the “/radio” to help “track”
your marketing. Doing this tracks nothing other than the fact that people don’t
know how to spell the name of the business, remember the dash between words and
the slash radio at the end.

Even if you have an existing
website, the $5 a month it may cost to buy a referring domain to your existing
site could be worth it 1000x over if you give your customers a simple address
to remember.

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