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THE EASY WAY TO RADIO ADVERTISING SUCCESS: Educating The Customer
A radio station sales manager asked if I had any ideas for a relatively new client: a small, independently owned hardware store. Just one location, in the center of a small town. There didn't seem to be anything special about the store.
So I thought about my own rare ventures into hardware stores and quickly realized a key emotion that I suspect is felt by many customers:
Fear.
Not heart palpitating, sweat producing, shortness of breath inducing fear.
More like uneasiness, a pronounced uncomfortableness.
Will I be able to find the tool or accessory I need?
How will I know which item to buy?
How many should I buy?
If I can't find what I need, will a store employee be able to help me? Will they mock me for my dumb questions?
This immediately led me to suggest a very powerful strategy utilized by too few radio advertisers: Education.
I suggested a series of radio commercials in which the store owner answers the most common questions posed by do-it-yourselfers in a relaxed, conversational, non-threatening manner:
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Hi, I'm Ed Proprietor of Ed's Hardware Store. Most people know what a wrench is.
But if you ask somebody if they have a wrench, they might respond "What kind of wrench you want? Pipe wrench? Air wrench? Crescent? Open-ended? Box wrench?"
Here's a quick & easy explanation of the differences. (SIMPLE EXPLAIN GOES HERE.)
The reason we carry so many different kinds of wrenches ... including kinds very few people even know exist ... is because we want to make sure we have exactly what you need.
Having helped thousands of (LOCAL) handymen & women, carpenters, electricians, and part-time fixer-uppers over the past 15 years, you can pretty much count on our having what you're looking for.
And if you don't know its proper name, relax; we'll know.
I'm Ed Proprietor of Ed's Hardware Store in Smalltown, on Main Street, right across from the Post Office. Whenever you have a question, we're right here, ready to help you.
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Where would YOU rather shop:
At a hardware store where the clerks don't know and don't care?
Or one where employees understand that most people don't know the correct names for every tool in the world?
How a Radio Station Works : Radio Station Equipment
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