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Advertising And Generating New WebSite Traffic on your Local Radio Station

Erstellt von Chris

28. Juli 2021

Radio is often overlooked by online advertisers, but it can bring good results depending on your “Wanted Response” and at a surprisingly low cost. But how do you get it right?

Here’s a simple way to guide you into getting that right web traffic:

Understanding “PI” – Per Inquiry Advertising

Radio has a unique advertising format known as “PI” or per inquiry advertising.

“PI’s” main benefit is that your commercial is aired and you ONLY PAY for inquiries phoned into the station from listeners !

Inquiries are in the form of callers asking for more information.

The radio station counts each caller, and re-directs them to your web site address.

How To Start a “PI” Campaign.

Find a good directory of all commercial radio stations where you intend to advertise. Some of these stations can be found online, for instance, you can search for keywords like “Top swiss radios in Basel”

Decide on Strategy and “Wanted Response.”

Before you contact the radio stations, be clear on strategy, goals and have your draft commercials in outline.

  1. Are you advertising a product offer at your website ?Specify product details fully to avoid paying for “tyre kicker” inquiries.
  2. Is your “Wanted Response” to build an opt-in list ? Decide how you will entice visitors to your web site. Will you offer FREEBIES, or a competition of some sort ?
  3. Are you advertising for market research purposes ? Tell listeners how and why they should participate.
  4. Decide how much you are prepared to pay per inquiry.

Use Your Strategy To Build A “PI” Proposal

Two aims in this step :

  1. Make it as easy as possible for the station to schedule your commercial.
  2. Negotiate the lowest Per Inquiry cost during the best advertising time slots.

While doing tis, always keep in mind :

     – Listener profiles you want to reach.

     – Times you want your advert to go on air.

     – Which commercial will best deliver your “Wanted Response”.

Write to the ad manager by e-mail or on their web inquiry page. Include the following:

     – An introduction on yourself.

     – Inform them this is a “PI” Per Inquiry advertising proposal.

     – Inform them you of what you are trying to achieve, refer to your strategy.

     – Detail your product or service prices and how much you are considering paying for each inquiry.


If your “Wanted Response” is not selling a product, you must pay for inquiries out of your “own pocket”. Negotiate a keen cost per inquiry !!

 – Also, explain how you will handle all the administration

For instance writing the commercial Outline, handling product fulfilment, dealing with refunds and product support questions.

Depending on your negotiation skills and size of Radio station you might be able to work a deal where you only pay for *Converted Inquiries*

This is practically *FREE* advertising, because you only pay for referrals once a sale is made !

How To Deal With Radio Ad Managers

If you do not hear back within a few days, call the station.

Commercial radio is a busy environment. Be prepared to explain yourself and answer questions quickly and clearly.

Radio ad managers are always looking for advertisers. That is their job and advertising fees are the lifeblood of Commercial Radio.

However, “PI” is not the only money earner for stations, so be prepared for a polite but cool reception.

If this happens, pick another station and start the process again.

The rewards of a successful “PI” campaign will pay back your effort many times over.

The Commercial Ad

Write your commercial’s outline to maximise your “Wanted Response.”

Write the outlines for at least two 30 second, and two 60 second commercials.

Writing commercials for broadcasting is very different to writing ad copy for printed media. However, stations will help you by taking your outlines and turning them into finished commercials for a fee.

Alternatively, if your copy writing is good and you have time to tweak it for broadcasting, then do it yourself.

Listen to the station’s ads, jingles, and catch phrases and pre-record your own following a similar model. Ask objective people to listen to your ad and give you critical feedback.


When recording for radio you may or may not want to use your own voice. Radio stations have “Voices” to record your commercial for a fee before it goes on air.

They also have royalty free music to include with your ad.

Make your commercials memorable, with clear contact information for listeners to follow up on.

When such ads go on air during relevant programming, you cangenerate considerable traffic.

Finally, “just do it” !

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