Burkhard Works: How Radio Really Works.

People just hear your commercial.

If they like what they hear a few Active Shoppers might do something useful: Call your 1-800 number, click to your website, or remember you the next time they see you on Aisle 5 or Route 1.

If you bore them, they'll ignore you.

Urgent! Attention! Listen! Call Now! (Yawn) If your commercial blends safely into the Daily Drone of urgent announcers you'll need a huge media budget to Bludgeon the Bored into submission.

If you run an interesting campaign derived from a solid Brand Promise you'll need far fewer media dollars to increase sales dramatically.

Logical Analysis Leading to a Leap of Faith.

Lots of Decisions, based on....?
There are no Magic Formulas that will transport you from "Let's try radio – see if it works..." to "Yikes!"

There are dozens of strategic, creative and financial decisions you'll have to make. You can base them on gut feel or on a logical analysis of how Your Thing meets the emotional and rational demands of your customers.

Each decision you make will impact favorably or otherwise on "Yikes!"

lists thousands of websites that promise instant radio results. This is the only site on the Internet that explains how radio really works. It has taken me 30 years to write it.

I have created and run profitable TV, Print and Radio campaigns for over 250 bare-knuckle D.R. guys, local retailers, car dealers, politicians, entrepreneurs, and Giant International Advertisers. I've learned something useful from each client I've worked with. You might benefit from my experience, creative acumen, and razorsharp analytics.

I've been doing Direct Response Radio for 20 years. In my boxers. Today I am the only person in America who creates, produces, plans, buys, and tracks the actual results of network radio advertising. Those tasks are normally performed by Specialists who focus on one task and report to their immediate supervisors.

I'm more of a Generalissimo.

I report only to the Emperor. I supervise your Specialists and my own. But I report only to the Emperor. That would be you.

If you choose to do business with me, we can parlay a modest test budget into Godawful Profits.

If you choose to do business with a more geographically convenient or prestigious firm, the knowledge you'll gain from this site will help you keep a weather eye on what all those Specialists are really doing with your money.

START HERE:



	People just hear your commercial. If they like what they hear a few Active Shoppers might do something useful: Call your 1-800 number, click to your website, or remember you the next time they see you on Aisle 5 or Route 1. If you bore them, they'll ignore you. If your commercial blends safely into the Daily Drone of urgent announcers you'll need a huge media budget to Bludgeon the Bored into submission. If you run an interesting campaign derived from a solid Brand Promise you'll need far fewer media dollars to increase sales dramatically. Logical Analysis Leading to a Leap of Faith. There are no Magic Formulas that will transport you from "Let's try radio – see if it works..." to "Yikes!" There are dozens of strategic, creative and financial decisions you'll have to make. You can base them on gut feel or on a logical analysis of how Your Thing meets the emotional and rational demands of your customers. Each decision you make will impact favorably or otherwise on "Yikes!" lists thousands of websites that promise instant radio results. This is the only site on the Internet that explains how radio really works. It has taken me 30 years to write it. I have created and run profitable TV, Print and Radio campaigns for over 250 bare-knuckle D.R. guys, local retailers, car dealers, politicians, entrepreneurs, and Giant International Advertisers. I've learned something useful from each client I've worked with. You might benefit from my experience, creative acumen, and razorsharp analytics. Today I am the only person in America who creates, produces, plans, buys, and tracks the actual results of network radio advertising. Those tasks are normally performed by Specialists who focus on one task and report to their immediate supervisors. I'm more of a Generalissimo. I supervise your Specialists and my own. But I report only to the Emperor. That would be you. If you choose to do business with me, we can parlay a modest test budget into Godawful Profits. If you choose to do business with a more geographically convenient or prestigious firm, the knowledge you'll gain from this site will help you keep a weather eye on what all those Specialists are really doing with your money. START HERE: