Clarity of Vision

I overbooked myself this last week. It was quite the challenge and quite the learning experience as well. Last night, as I wrapped up my weekly review and analyzed my plans for the coming week a clear image emerged of where I'd like to focus my energies.

It was obvious that my efforts are much too scattered to produce measurable and tangible results. In other words, I've been lacking focus and haven't been taking advantage of opportunities to multi-task. Which is an odd turn of events considering I wrote and spoke about these valuable time management skills just a couple of years ago. Though not completely surprising considering I am a bit organizationally challenged at times and often neglect to take my own advice.

It's a good thing I'm a member of MomMasterminds or I believe I'd flounder around stuck in that rut for a great deal longer than I have. The mentoring, support and resources there have all worked to provide inspiration and guidance as I muddle along trying to refine my plans and develop S.M.A.R.T goals.

I'm constantly rediscovering and re-tooling my vision and focus for my varied interests. I'm learning that's not altogether a bad thing, though it does slow down my progress at times.

So what does this mean in the greater scheme of things?

Essentially that I'll be able to start streamlining the services available through Easy Results with Radio, meaning that you'll be able to find a wider range of audio marketing resources at more regular intervals than I've been offering thus far. It means that things will be much more coherent and easier to apply over the coming months.

I'm excited and can't wait to get started with the new plan in hand. Considering it's a plan that integrates traditional radio and podcast advertising with a view to meeting the needs of small business, I'm sure it's going to be valuable to many. So, to steal a line from Disney..."Hi Ho, Hi Ho, Off to work I go"

An Unexpected Honor and the Podcast Translation...

I was honoured to have my ebook (which really amounts to a short report) Radio Rocks! No Matter What the Format chosen as a Friday Freebie on Alice Seba's Internet Marketing Sweetie blog.

The thing is that I wrote it before I got really involved with podcast advertising which is the internet equivalent of radio. Of course, those who know me know I represent many podcasts on Moms Talk Radio as the Advertising Manager and that I write and produce podcast commercials as part of my services - for those who don't - here's a quick run down on some of the comparisons between radio advertising and podcast advertising.

Most of the advantages remain consistent.

The return on investment is comparable. However, you'll find that for a tightly niched product over a wide geographic area that podcasts will net a better return per listener than traditional radio. Since podcasts are aired once a day at most, you may find it takes a bit longer for a campaign to provide the return since it takes time to build up repetitiveness that traditional radio can offer.

When it comes to complementing and enhancing other marketing methods, podcasts measure up ahead of radio in some respects for internet marketers. Now I can't speak for all podcasts, but those on Moms Talk Radio all include a complimentary button link for their advertising partners, which means you get at least two chances to attract your target market with every spot you buy on a podcast. Of course, many radio stations including the one I work for offer online campaigns including on-air ones, which is a great choice for a local business, but that's a topic for another post.

Trust and loyalty are enhanced with podcast advertising. Hosts develop an even closer connection with their listeners than most traditional on-air personalities can boast. With most radio personalities, you will find people in the audience who love a particular host and others listening who don't care for them at all --with podcasts, the listeners are all actively choosing to listen to the host!

As with radio, podcast advertising is word of mouth that you control. The major difference is in the writing and production of podcasts are not often provided within the advertising cost as it is with radio advertising. Fortunately, writing and production for online audio is much less expensive than it is for agency produced commercials in the offline world.

As with radio, you will find professionals willing to customize campaigns that fit your business and goals. Both forms allow for a great degree of flexibility and control in your marketing.

As a huge fan of audio, I hope that you'll consider the airwaves soon...whether digitally or traditionally.

When Radio Advertising Works...

When radio advertising works, it's a win for everyone involved.

I came across a post from Karen at Big Pond that gave a brief glimpse of her experiences with a dedicated radio advertising professional that met her needs and expectations. I don't know what radio station he works for, but he exemplified what radio sales is supposed to be about.

It's what I strive for whether I'm selling radio locally at XM105 or online with Moms Talk Radio - finding the right niche for my clients, putting together the right message and producing results.

I keep saying that it's not rocket science -and it's not.

Karen's post shows that putting together a radio campaign is largely something you can put on auto-pilot. You can put the writing, production and delivery in the hands of a professional and come out with a campaign that works for you. All it takes is stepping out of your comfort zone enough to communicate your needs and goals so that the radio advertising representative can put it all together for you.

I just wish it wasn't so hard to convince people that we (radio professionals) are not just after the sale, that we really want to help your business grow. That is my biggest challenge. So often I find small business owners who have absolutely no interest in talking to me. Some do so only to be polite, but I can tell they would rather be almost anywhere else in the world rather than talking with me. It's obvious that they don't want what I'm selling and I'm working hard to understand why.

Who doesn't want more leads, more traffic, more sales?

Why does radio advertising seem so scary to small business owners?

I'd really like to know.

A fitting Sunday...

This has been an extraordinary kind of day. I just arranged a kick-butt bartering deal with one of my dearest online friends, Alyssa Avant of Beauty by Design Ministries. Essentially it boils down to her awesome podcast dedicated to helping moms and daughters communicate with each other, was in danger of having to go on hiatus. Unless a sponsor was found quick!

As fate (if you believe in such things, I prefer to think of it as God's providence) would have it, I have a show launching soon about relationships myself. I'll be making an official announcement on Relationship Talk Radio's Launch very shortly - meanwhile I've stepped up to sponsor The Mom Daughter Connection Radio Show and the show will go on!

It's an awesome situation because now I can keep her on the roster in my role as Advertising Manager for Moms Talk Radio. I just love it when a plan comes together so smoothly.

See isn't that nice? I followed up the monster post with one that is short and sweet.

Okay, that is enough excitement for me for one day! Off to find a good book and a hot bath.