Here is Part 2 in our 2-part series on common mistakes that businesses make trying to write their own radio ads. While the first three mistakes are frustrating enough…these last four cause professional writers and producers everywhere to groan inwardly and smack their foreheads in exasperation.

When it comes to advertising on the radio, it’s common for business owners to feel that they are in the best position to know what needs to be said about their business on the air -- and how to say it.  It’s easy to understand why they feel that way; it IS their business, after all.  However, in most cases, they’re incorrect.  They are no more in a position of expertise on how to advertise their own business than a non-doctor is on how to diagnose his or her own problem.  Unfortunately, there are still those business owners who will go on ahead and write their own radio scripts anyway… and we find that, most of the time, they make the same 7 mistakes...

Here lies a dead business.

Cause of Death: Lack of Advertising

Brand­ing and posi­tion­ing almost always involve theft and warfare.

The mean­ing of your brand and the “posi­tion” you want in the minds of con­sumers is usu­al­ly already occu­pied, or at least con­tested, by another brand. Some­body else owns, or is try­ing to own, what you want because there are only a few posi­tions worth own­ing. If you want to plant your flag on a certain piece of men­tal real estate, you’ve got to remove the flag of your competitors first. Either steal the land out from under them or fight for it:  theft and warfare.

We just wrapped up our 2019 BrandsFormation™ seminar with the BrandsFormation™ author himself, Chuck Mefford. As usual, it did not disappoint. Chuck is a captivating speaker who draws in his audience from his first word to his last. His inspirational stories and words of wisdom held the attention of each person in attendance.

Marketing is a necessity for a business to survive, and the right marketing partner can be an invaluable resource, serving as a trusted advisor. Your company deserves the best, and you should expect outstanding quality from the people with whom you do business. Over the years, we’ve identified six characteristics that distinguish the best marketing partners from everyone else.

Are you a Game of Thrones fan? All of the buzz surrounding the hit show earlier this year has us thinking, “Fall is upon us and winter really is coming sooner than we think!” For businesses, this means that marketing strategies should begin to shift in alignment with shifting consumer behavior patterns. 

For many small businesses, advertising can be a source of frustration. Looking at big businesses and the size of their marketing budgets, it’s easy to feel inadequate and unable to compete. However, even those large dominating brands once began as small businesses with limited budgets. They grew over time by implementing specific disciplines that formed a foundation on which they could build. By putting into practice our 3 tips for advertising on a budget, you’ll be able to do the same.

Systems offer stability. They provide your business with a set of actions and goals that are both understandable and attainable. Attempting to successfully market a business without a well-outlined system in place is a recipe for disaster. That's why, at Zimmer, we highly recommend a marketing method that is proven to produce results time and time again: The BrandsFormation™ System.

Two million. That’s the number of commercials the average American will have seen and heard by the time they’re 65. So how in the world do you make your ads pop, sizzle and stand out in this mess of a world we call marketing? Here are three simple ways to make sure you’re reaching the right people and generating more traffic for your business!