“My ads don't produce the ROI that I need.”

Before I take your money, we will make a specific agreement about what we both believe is a realistic expectation for the return on your investment. If we cannot agree on what expectations are realistic, we won't even bother starting a campaign. If we can, we will set a timetable so that we can track precisely what goals we need to hit for you to continue advertising. Then it’s simple: If I don’t meet your minimum ROI, you fire me immediately. No questions asked. However, if you surpass your desired ROI, you invest more into your advertising. Either we grow or we part; it's pretty simple.


“I need a plan to make my business a household name.”

Some companies are seeing an impressive ROI for their ad dollars through mediums like Google, direct mail, and/or print. Their challenge is that if they were to cut off those advertising channels today, their businesses would die immediately. This is where the value of branding comes in. FYI: I don’t mean the BS definition of branding, i.e., “Getting your name out there,” or making sure that your company's logo matches on your pens and T-shirts. I mean, actually being the company that people think of first--and feel the best about--when the need arises for your product or service (even if they haven’t heard your ad in months or years). This is the residual impact we'll strive for.


“I want to advertise, but I don't know where to start.”

Sounds like you and I are going to get along just fine. In many ways, your inexperience is an advantage because you have not been corrupted by all the pseudo-wisdom that circulates in and around the ad community. I’ll be happy to help you learn the basics before you invest, so you can feel confident that you are starting out with a strong strategy.


“I need an idea that will set me apart from my competitors.”

This is the kind of proposition that makes my job fun. I have more ideas than I know what to do with. But heads up: The best strategies that will help you differentiate yourself, might require you to do things for your customers that your competitors are unwilling to do. You may have to stretch yourself--and leave your comfort zone--so that we can offer something substantial that will win you lifetime customers.


“You don’t know what you’re talking about. Just give me the rates, Ad-Boy.”

This is usually a telltale sign of an advertiser who is about to go down in flames. If you have never run a successful radio campaign in the past, chances are, you will not be successful in your first attempt, with you making all the decisions yourself. There are several preparatory steps that are too often neglected. Before you look at the rates, you will need to establish a budget. Before you establish a budget, you will need to set specific goals. In order to set specific goals, you will need to know several key elements, such as target customer qualitative data and buying habits, as well as your allowable order cost. If you don’t know your allowable order cost, you still have a lot of work to do, and you will likely need some help from someone who has a history of doing this successfully.