Let WOWO Radio Tell Your Story

Let Someone Else Say It for You

When you spend money on advertising, you obviously want to say positive things about your business, and you want to brand your business in a credible way. 

While most business owners don’t want to brag, at least publicly, bragging or boasting about your business is exactly what you should be doing! 

When it comes to advertising, especially the digital and social media of today, to say consumers are skeptical is an understatement.  Today’s consumers question nearly everything they see on the internet and the trust factor increases only slightly more when it comes to traditional media unless there is something extra that creates trust.  I’ll have more on that in a moment.

Consumers will always be leery of the claims you make in your advertising.  Understanding how to get them to or make them less leery is key to getting them to open their trust. 

In this environment where skeptics are comparing your claims to your competitors, it’s increasingly important that you build “validators” into your branding.

One validator can be to use third party quotes or research to validate your branding claims. Referrals or recommendations from others can go a long way towards making your advertised claims more credible. 

That is the something extra I offer to my advertising partners on WOWO radio.  It comes in a couple of different forms.

Start with the foundation of trust that WOWO radio has built over decades including more than 20 as a news and talk radio formated station.

Back when I was a kid, WOWO had legendary radio icon Bob Sievers as their morning show host and if Bob told you something, you believed him. 

Today we have our morning news host Kayla and afternoon talk show host Pat along with our weekend hosts Rob and Rick who all do personal endorsement ads.  They are priced at a premium and they work.  In April, I had a new advertising partner with Pat Miller that tracked 35 WOWO leads for the month.  To put that in perspective, the average job this company does is around $4,000 or more.  They only spent $2000 and well, you can do the math to see how profitable it has been for them.

Along with the full fledged live 60 second personal endorsement ads, another option I have is live news, weather, traffic and sports sponsorships.  These are about 10 seconds long and businesses get an implied endorsement from the news person or show host.

Even regular recorded ads have a stronger impact on WOWO than other stations I work for and it is because of the format and characteristics of the audience. With a music format, listeners perceive anything but music to be an irritant. But with our news and talk format, WOWO listeners are paying closer attention to the talking and that includes the commercials.

I have other advertising partners that use third party and customer testimonials in their ads and that works well too.  What is the best tactic for your business?  I don’t know but let’s sit down and brainstorm.  Contact me with an email at Scott@WOWO.com

I also have a bonus article from my Sound ADvice Marketing tips Newsletter.

Click here to read the Eight Ways to Validate Your Advertised Claims.

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