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How Coaches Can Use Newpaper Advertising To Work For Their Clients with Adrian Ulsh

by | Adrian Ulsh, Business Coaching Fundamentals | 0 comments

I have coaches asking me continually how they can make advertising work for their client’s small businesses. All business owners eventually face a serious dilemma—how to advertise their business… which advertising medium will get them the most exposure… and which advertising venue will provide the biggest bang for the buck.

Over my next few articles, let’s explore the pros and cons of each advertising medium. Knowing these can help you decide which medium is right for advertising your client’s product or service. In my last article, we discussed newspaper ads.

Now let’s investigate the pros and cons of radio… and let’s start with the pros. Radio offers a wide array of formats which can reach listeners during a specific state of mind. This can then complement a specific advertising message. Many people listen to radio while driving to and from work, while others listen in the evening while relaxing next to a cozy fire. You could capitalize on both situations by advertising your products or services that complement each situation.

For example, sitting in traffic is often a stressful situation. So what better time than to advertise your massage services, or perhaps your newly published book on relaxation and meditation. For those relaxing by the fire at night, what better time to advertise your line of premium wines… or your special pricing for a candlelight dinner with that special someone.

Radio delivers your message to everyone in the room or your car simultaneously. Like newspaper, it’s fast. Your radio ad could be heard the next day if production is available, your ad copy is written and studio time is available. Radio advertising is intrusive… which is bad for the listener but good for the advertiser. It interrupts your listening, and your only options are to listen… change the channel… or shut it off! The vast majority will listen.

Radio reaches a national, regional or local audience… depending on your preference. It can be effectively targeted to specific consumer segments such as teen-agers vs. seniors, or men vs. women. It can be repeated often, using repetition to drive the message home effectively. Never forget, repetition is the heart of effective advertising.

Radio ads can run 24 hours a day. It can reach people as they’re on their way to work, to the store or to the big game. Messages delivered just prior to any of these events are very powerful and influential. Radio tends to be cheaper per announcement than either TV or print, and in fact, is typically the most cost efficient of all media.

Radio uses what is often referred to as “theater of the mind.” It uses voice and sound effects to conjure up images in the listener’s mind by engaging their imagination. This can be more powerful than any pre-developed TV image or still photograph. They tend to visualize things in a way that are meaningful to them. A photo or TV image forces a single viewpoint on them that may lack the same power and emotion.

Radio reaches people who don’t like to read newspapers or magazines, or people who don’t normally view outdoor mediums, such as billboards, as well as those who don’t watch TV.

But now for the cons of radio. Most people have the radio on “for noise.” They’re usually otherwise engaged with something else while listening, and most of the time are only half-listening. Repetition is the key to overcoming this general lack of attention, forcing you to spend more for more spots, which can cancel out the lower cost we just discussed.

Radio makes it difficult for the listener to take a physical action as a result of the advertising message. For example, most listeners don’t have a pen in hand when they hear an 800 number to call, an address to remember… or a website to visit. Overall, you generally need more up-front money to buy up the large number of spots you need in order to get the results you want from your ad.

Finally, radio isn’t a visual medium, and most people retain what they see much better than what they hear. This again emphasizes the need for repetition in order to capture attention and get your prospects to respond to your call to action.

Next time, let’s look at ways we can help our client’s tap into the unquestioned power of television advertising.

So until next time

 About Adrian Ulsh

Adrian Ulsh is the CEO for Leader Publishing Worldwide, the largest online provider of coaching services worldwide. Adrian currently works with more than 500 coaches in 24 countries advising them on building 6 and 7 figure coaching practices.

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