Home – New Forums Marketing mastery The “Radio Test”

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  • #978259
    Ashman
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    I’ve seen a few use this term lately.. Does it pass “The Radio Test”

    Well here’s one for you.. Today I had the local radio station on and heard an advert for a local security company.

    It ended with “Find us online, Google Security Illawarra”

    Well curiosity got the better of me. I wanted to see more, so I did the Google search..

    I still don’t know who the company is.

    #1105742
    Uncomplicating
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    Ashman, post: 117380 wrote:
    I’ve seen a few use this term lately.. Does it pass “The Radio Test”

    Well here’s one for you.. Today I had the local radio station on and heard an advert for a local security company.

    It ended with “Find us online, Google Security Illawarra”

    Well curiosity got the better of me. I wanted to see more, so I did the Google search..

    I still don’t know who the company is.

    I’ve just tried that, SecurityIllawarra and IllawarraSecurity just to be safe and I’m as mystified as you.

    One word adequately describes that piece of marketing

    “Oops”

    #1105743
    DavidM
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    Yes, that call to action is just embarrassing. Makes me think they have a terrible or non existent URL. What an utter waste of money.

    #1105744
    BrettM33
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    So they didn’t mention the business name at all? lol

    #1105745
    nominal
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    That is one strange call to action.
    I am trying to imagine how the decision was made:

    business: here is the copy for the ad + “www.thisisourlongurlforsecurityinillwara.com.au/content/innerfolder/pagename.html”
    copywriter: naa, that’s not gonna work.
    Sales guy: just remove it
    copywriter: and..
    sales guy: think of something
    sales guy: we’ve made some changes to your ad to make it more catchy
    business: that sounds good, are you sure it is clear
    sales guy: I’ll send you the invoice.

    #1105746
    Jodie McLeod
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    I agree the radio test is very important when choosing a business name/URL.

    In fact, our next podcast from Tim Reid of Small Business Big Marketing, which will be on our site 3 June, looks at this idea. Tim discusses how it can both be advantageous and disadvantageous to have a hard-to-decipher “spoken” business name.

    His side business is called Freedom Ocean, which – when said aloud – could be “Free Demotion” or “Free to Motion” or “Freed Emotion”. He says that while he does have to explain it each time he says it aloud, it gives him an opportunity to tell the story behind the name of his business, which is great for making the customer remember the name and in making an emotional connection with the customer.

    So it works both ways; however, when in doubt, go for a name that’s easily heard rather than easily misunderstood.

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