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02/12/2005: "Radio Spots are Getting Hot Again."

According to recent studies, Direct Response Radio is getting very hot. And well it should. Radio is often overlooked by marketers. Radio shouldn't be all you do to market yourself, of course. But it should be part of your marketing strategy.

The average person listens to radio about three hours each day. They usually don't respond the first time they hear a spot. They usually respond after about the third to sixth time. (That's not written in stone. Just a rule of thumb.)

Radio is ideal to getting leads. No, it can't sell. But if you're smart, you'll direct listeners to your Web site and use your Web site to sell. And remember this, if your URL is long and hard to remember, don't expect much response! Make your URL very short and easy to recall. These people don't usually listen to the radio with pen and paper in hand!

A Web site like abc.com or comegetit.com (I have no idea if those are taken or who owns them.) are the ones that people remember. People remember ebay.com or amazon.com because they're well-known but also because they're short and easy to remember.

So use radio. And use it wisely. You'll be nicely rewarded if you do.