What’s your impression of the effectiveness of radio advertising today?  If you’re like me, you probably think of it as dead and buried – killed, not by video, but by social media.

Well, a recent Monday Morning Memo from Roy H. Williams may have changed all that for me.

Williams says the best way to use radio advertising is to become a household word BEFORE the customer needs you.  That way, when they need the product or service you sell, and go online to do research, your business name will be familiar to them.  And they will most likely click it.

But that’s not all.

The cost of radio advertising has stayed low due to the fact that nobody believes it works anymore.  That makes it a bad deal for radio stations but a great deal for advertisers.  Comparable lead generation methods online can cost 10 times as much – maybe more.  Of course, online advertising should still be included in your arsenal.  It’s just nice to know that some of the old methods can still work.

The bottom line:  ad copy is what matters.  When you’re saying the right thing, people remember it and repeat it. Your customer is surrounded by influencers. Quit trying to target the perfect customer. Just win the hearts of whoever happens to be listening.

Music to my ears.