Radio Advertising-Ride the Radio Waves to Instant Income (Part 2)

Radio has been relegated from being a primary medium to being more of a companion medium these days. Nevertheless, people still tune in to their favorite station for reading, having dinner or driving. Radio instills loyalty in its listeners. This is a valuable quality that can be successfully and profitably utilized by direct marketing professionals, yet they seem to have a negative image of the radio as an effective direct response medium.

The general consensus is that radio does not elicit 'instant income' responses that are as high as other direct marketing media. Upon closer inspection, however, you will come to find that the prospects who make the effort to respond to your radio ads tend to be highly qualified. They have taken the effort to understand what they heard about your product, made note of your phone number, and called. In reality, you have a prospect here who can be easily converted into a paying customer. In fact, research proves out that leads generated via radio advertisements can be as much as 50% higher than DRTV.

So how can you use the radio ad in your system process to create more leads for your direct marketing campaign? Before we answer that, don't forget that the 'Buy Now' refrain doesn't work very well with radio listeners. Because they can't see your product or income plan, they are not ready to buy it 60 seconds after they first hear of it. They want to know more. So be ready to give them product demonstrations, and don't expect them to have their credit card ready when they call you.

If you use radio as a lead generator for your direct marketing campaign, you can create a variety of offers that will pull genuine responses from your radio advertising. For example you might ask the audience to call in for a free information kit or a demonstration.

To move them to action, try subtle direct marketing techniques such as an exclusive offer only for radio listeners. It might be a discount or a free trial. It always helps to use the line "if you call now."

Back up your radio direct response advertisement with a sales team that is well-versed in converting a caller into a customer. So long as you are able to provide the callers with sufficient information about your product or service, respond effectively all their questions, and clear their doubts, you will realize that the radio audience has a high conversion rate.

So long as your product doesn't require a visual demonstration to explain its benefits, radio advertising is a fantastic companion technique to generate leads and boost your direct marketing campaign.