In a 30-second radio commercial, you only have 75 to 85 words to persuade listeners that your store is worth visiting, or merely to plant an idea in their heads for future reference. Never, ever include what Dan O’Day calls a radio coupon. “Mention this ad and save 10% off your purchase,” or “Say you heard this message on
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Radio advertising works, when you do it right! So what went wrong and why didn’t you get the desired results? It seems easy. The marketing rep convinces you to try radio because you’ll be reaching thousands of potential customers, and once those people hear YOUR message…get ready for a business boost! Or not. Why didn’t it work? You wonder if
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