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! However, not all the people who listen to radio are itching for your brand today. You have to compete against hundreds of radio advertisers who are trying to scratch lots of different itches. To succeed in radio advertising, your creative & media plan have to beat out all the Other Guys. It's not that difficult!

Radio is primarily a local media. Most local radio spots are written & produced by local station reps. The same news guy reads Memo To Customer bullet-point blurbs for 10 to 20 local advertisers who'd rather get Free Creative than Free Media.
Ad agencies write & produce better Urgent Announcer copy, but it all winds up in The Daily Drone.

Bludgeon them into submission!
Why do a station's loyal listeners hear the same commercials for months, even years?

The Other Guys must truly believe that limitless frequency will eventually bludgeon all prospects into submission.

They stand at the side of the road and scream at passing cars.

Most listeners tune 'em out.

To beat out all The Other Guys, imagine yourself in the passenger seat of a prospect's car, or sitting at her kitchen table. Go one-on-one with that individual listener.

Run a campaign that scratches all the right itches. Keep your campaign fresh. Run just often enough to attract measurable response from the active shoppers in a station's weekly cume.

Incremental sales will easily pay for your Free Media.

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

My Method combines proven-effective DR, Retail, and Brand Image creative & media techniques in one turnkey package.

Build a successful radio campaign from scratch Radio advertising is a moderately complex system that rewards knowledge & punishes ignorance. To build a successful campaign you must unlearn some common myths, buy the right parts, assemble properly, and then wind 'em up. That takes time, energy, know-how... and money.

If you have ambitious goals and the wherewithal to attain them, you've come to the right place. This site reveals myriad answers to the one question uppermost in the minds of all who find it on

Dinovite

A happy customer is a better spokesperson than a Throaty Announcer. Thirty happy customers are even better! Here are 5 of 50 examples:

Stinky V
Dog Food V
Scratch V
Hair V
Vets V

PEER

A technically complex Thing must often be explained simply to wary prospects and potential third party endorsers.

24 Different Pills?
My Brain Broke!
P-E-E-R?

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

SutraMax

A small brand should always try to solve the problem created by its larger competitors.

  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 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. Buy broad and thin on stations that deliver your Target Audience.

This site details my turnkey Method:

Sound Communications Strategy.

Breakthrough 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 gives 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.

Dinovite A happy customer is a better spokesperson than a Throaty Announcer. Thirty happy customers are even better! Here are 5 of 50 examples: Stinky V Dog Food V Scratch V Hair V Vets V PEER A technically complex Thing must often be explained simply to wary prospects and potential third party endorsers. 24 Different Pills? My Brain Broke! P-E-E-R? 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 SutraMax A small brand should always try to solve the problem created by its larger competitors. 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 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. Buy broad and thin on stations that deliver your Target Audience. This site details my turnkey Method: Sound Communications Strategy. Breakthrough 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 gives 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 10 Case Histories The Basics of Direct Response Radio How to Write Your Brand Promise How to Beat a Burned Out Control Radio Costs Less Than You Think How Much for a Totsie? 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