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January 16, 2008
Radio Advertisers Should Remember This
It's a simple idea, but it has far-reaching implications.
"The more people you reach, the more likely it is that you're reaching the wrong people."
Seth's point is that it's "who vs. how many".
By now, this should be well known. Targeting, advertising efficiency - our perception is that these concepts are well understood by most businesspeople. Nobody is coming to us saying "go out and get my message in front of as many people as possible - I don't care WHO they are!"
There's a sweet spot. Ideally you reach ALL and ONLY the "right" people. The great thing about radio advertising is that each media buy can be individually optimized to zero in on this goal. Because your entire pool of radio airtime is broken out into many separate media buys, it is possible to continuously refine and optimize them. Possible, that is, if you employ direct response techniques in your radio advertising campaign.
Impossible otherwise. In which case, you will pay to reach a lot of people who aren't "right".
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Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman
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