Advertising scares me! It typically costs big bucks, yet when it comes to measuring results, the benefits are elusive. The only advertising that doesn't give me the heebie-jeebies is radio. Having worked on and off air for over a decade I've learned how to make radio advertising successful (rather than a total waste of money). For those of you considering this form of media, here are a few tips.

1. Paint the picture: Radio is theater of the mind; but maybe even more it is theater of the gut. Joe's Grossolgy ad was great because it created pictures for the listener and gave us gut feelings. Tip: DO NOT make lists or give ordinary details. Use your radio time like a theater stage and entertain while you inform.

2. Use directive language: This is true in most advertising, but with radio, if you want action to occur in a short time frame, you must direct people to come enjoy or take advantage of what you are offering NOW!

3. Bargain for airtime: Try to pay less. Most radio companies will negotiate.

4. Know your airtime: The best times to air are M-F "Dayparts". Weekends, evenings and overnights have way less listeners.

5. Be redundant: Stats show you need to air at least 3 times per day, M-F for at least 4 weeks to get results. It is best to commit to radio for at least 4 months if you have an ongoing business.

6. Make 'em laugh: Always consider using humor.

7. Match up: Match your message with a station that grabs your target market. Don't let them sell you ads that will fall on deaf ears.

8. Know thyself: Radio CAN be really effective for certain businesses. For instance, cosmetic dentistry does great with radio. Who knew? You must know your brand and exactly what you want to say about it. Say it creatively, and you can have great success using radio.