How Radio Advertising Really Works.

Radio Advertising is the fastest, least expensive way to win the hearts, minds, and wallets of people with an itch only Your Brand can scratch.

She Needs You! Two hundred forty million adults aged 18+ listen to radio 15+ hours a week. But Radio Advertising commands barely 7% of the national ad budget and an even lower percentage of the national Marketing Brain.

National ad agencies use radio, if at all, to run TV sound tracks or clever chit chat. Local retailers scream price. Direct Response advertisers run the same Urgent Announcer Copy until their brands finally die of boredom. Half the radio commercials on the air are written by sales reps!

How tough can it be to outsmart all of them?

Start with a sound strategy, an affordable Media Cost per Sale, and a realistic test budget. Run a radio advertising campaign that compels measureable response from Today's Steam Heat Shoppers and builds awareness among Tomorrow's. Track everything.

Perhaps I can help. I am the only person in America who write, produces, sometimes voices, plans, buys, and tracks the results of network radio advertising.

My Method combines proven-effective Direct Response, Retail, and Brand Image creative & media techniques in one turnkey package.
I can help you steal itchy customers from The Other Guys and build your business on a steady, pay-as-you go basis.

Build a successful radio campaign from scratch Radio advertising is a moderately complex system that rewards knowledge & punishes ignorance. To build a successful campaign from scratch (or to repair one that has quit working), you must unlearn some common myths and learn some new math.

This site reveals myriad answers to the one question uppermost in the minds of all who find this site on

Vinoprin

The first commercial for a new brand should explain what It is. Then tell people why they want it.

Barry, Why...?
Why Take The Risk?
No Side Effects?
Amazing!

United Tax Group

The ideal test campaign for a new advertiser in a cluttered category.
Real People Radio. One fusillade. Two interviews.

Intro
Will
Terri

Dinovite

Since 2006 Dinovite has relieved the Miseries of over 200,000 Dogs. Here are 5 of 50 reasons why:

Stinky V
Dog Food V
Scratch V
Hair V
Vets V

Migraine Relief Center

A new product or service with no happy customers (yet!) must establish credibility first. Dramatize the Consumer Problem you solve. Later on, run testimonials.

Burning...
...Nerves

SutraMax

A small brand should always try to solve the problem created by its larger competitors.
(Think like a Seagull!)

  Sara
  Sara & Jeff
  3 Guys & 1 Girl

End-End Benefits

DR Radio usually promises instant relief from some sort of Emotional Pain. Sometimes, though, you should sell The Dream.

  The Perfect Place!
  Forrest Is On Vibrate
  Michael Quit Work

Beat The Control

When your Control Copy finally burns out, run a Free Brand Resistance Survey then defuse the main "Yeah, but..." that prevents prospects from picking up the phone.

The Party Is Over
S-O-C-K-S!

How Does Radio
Really Work?

Radio advertising is the fastest... To achieve the highest sales velocity at the lowest media cost your radio campaign must do two things:

First, your creative must break through the Daily Drone of chit chat, scream & shout, and urgent announcer copy. Beat everybody.

Second, you should buy just enough media to persuade Steam Heat shoppers to do something useful: call, click, show up, or pick up Your Thing on Aisle 5. No more. No less.

This site details my turnkey Method:

Sound Communications Strategy.

Killer Creative.

Stingy Buys & Brief Flights on the stations & networks that deliver your best Target Demo.

Meticulous Results Tracking.

Sixth Grade Arithmetic.

The Method derives from my experience on nearly 300 Direct Response, Retail and Brand Image assignments. Nobody else can give you more clout.

Option A. Listen to my recent work, left, or on my Top 20 Page. Spend three minutes reviewing simple Strategy, Tactics, and Results.

Check my bona fides.

Open & Print the new articles to the right. There are a score more on the Advanced Concepts page. You didn't get any of this in B-School!

Send for my Free Excel Workbook - Strategy & Planning for ROI in Radio Advertising. In 20 minutes to an hour you'll write a solid Brand Promise, set a budget, and schedule a 10-Day Test.

Without a budget and a deadline there is no reality. Only wishful thinking.

Option . Do what you want your own prospects to do. Pick up the phone. (Scary, eh?)

Call me, Peter Burkhard. (407) 895-3092. Do I sound like someone you'd care to do business with?

You can pick my brain for ten minutes. Then I'll pick yours.

That's how Burkhard Works.

(407) 895-3092.

Much Planning: Victory.
Little Planning: No Victory.
Even Less from No Planning at All!

Sun Tzu - The Art of War.

Vinoprin The first commercial for a new brand should explain what It is. Then tell people why they want it. Barry, Why...? Why Take The Risk? No Side Effects? Amazing! United Tax Group The ideal test campaign for a new advertiser in a cluttered category. Real People Radio. One fusillade. Two interviews. Intro Will Terri Dinovite Since 2006 Dinovite has relieved the Miseries of over 200,000 Dogs. Here are 5 of 50 reasons why: Stinky V Dog Food V Scratch V Hair V Vets V Migraine Relief Center A new product or service with no happy customers (yet!) must establish credibility first. Dramatize the Consumer Problem you solve. Later on, run testimonials. Burning... ...Nerves SutraMax A small brand should always try to solve the problem created by its larger competitors. (Think like a Seagull!) Sara Sara & Jeff 3 Guys & 1 Girl End-End Benefits DR Radio usually promises instant relief from some sort of Emotional Pain. Sometimes, though, you should sell The Dream. The Perfect Place! Forrest Is On Vibrate Michael Quit Work Beat The Control When your Control Copy finally burns out, run a Free Brand Resistance Survey then defuse the main "Yeah, but..." that prevents prospects from picking up the phone. The Party Is Over S-O-C-K-S!			How Does Radio Really Work? To achieve the highest sales velocity at the lowest media cost your radio campaign must do two things: First, your creative must break through the Daily Drone of chit chat, scream & shout, and urgent announcer copy. Beat everybody. Second, you should buy just enough media to persuade Steam Heat shoppers to do something useful: call, click, show up, or pick up Your Thing on Aisle 5. No more. No less. This site details my turnkey Method: Sound Communications Strategy. Killer Creative. Stingy Buys & Brief Flights on the stations & networks that deliver your best Target Demo. Meticulous Results Tracking. Sixth Grade Arithmetic. The Method derives from my experience on nearly 300 Direct Response, Retail and Brand Image assignments. Nobody else can give you more clout. Option A. Listen to my recent work, left, or on my Top 20 Page. Spend three minutes reviewing simple Strategy, Tactics, and Results. Check my bona fides. Open & Print the new articles to the right. There are a score more on the Advanced Concepts page. You didn't get any of this in B-School! Send for my Free Excel Workbook - Strategy & Planning for ROI in Radio Advertising. In 20 minutes to an hour you'll write a solid Brand Promise, set a budget, and schedule a 10-Day Test. Without a budget and a deadline there is no reality. Only wishful thinking. Option . Do what you want your own prospects to do. Pick up the phone. (Scary, eh?) Call me, Peter Burkhard. (407) 895-3092. Do I sound like someone you'd care to do business with? You can pick my brain for ten minutes. Then I'll pick yours. That's how Burkhard Works. (407) 895-3092. Much Planning: Victory. Little Planning: No Victory. Even Less from No Planning at All! Sun Tzu - The Art of War.			Top 20 Radio Spots Top 200 Radio Spots TV Selects Print & Collateral The Basics of Direct Response Radio How to Write Your Brand Promise Radio Costs Less Than You Think Initial Resistance Remnant Radio Blitzes The Call to Action Conversion is King Free Creative or Free Media? No Money? DIY!



© 2011 PETER A. BURKHARD (407) 895-3092) peter@burkhardworks.com