Radio advertising that delivers
measurable results and profitable new customers

« Previous | Main | Next »

January 25, 2007

Direct Response Radio Advertising: Ask The Right Questions For Success

Many times, achieving success in something boils down to asking the right questions. Without asking the right questions, how do we know that we have the information we need make the best decisions we can make? And without making the best decisions we can make, how do we maximize our chances of success?

I heard a quote recently that was attributed to Donald Rumsfeld. Mr. Rumsfeld's thinking illustrates why it's important to ask the right questions.

As we know, there are known knowns. There are things we know we know.

We also know there are known unknowns. That is to say we know there are some things we do not know.

But there are also unknown unknowns, the ones we don't know we don't know.

--Feb. 12, 2002, Department of Defense news briefing

Congratulations if you followed that. You don't need to read any further.

For those who want to be successful, specifically in direct response radio advertising, we've written an article that details a list of the questions that all of the most successful (large, profitable and sustaining) direct response radio advertising campaigns have asked and answered. We've boiled it down to ten key questions, and we've put the article up in our Article Library.

Knowing what you need to know but don't know tells you your known unknowns and that's not only good enough for the Defense Department, but also good enough for all of the successful direct response radio advertising campaigns we've seen.

By reading our article, you'll eliminate the worst case, which is having unknown unknowns. And we can all see where that scenario leads.

Posted by Jeff Small & Brett Astor at 12:45 PM | Permalink