“If you write it right on radio, they will respond” has been mantra of Chuck Howard, Direct Response Maestro and CEO of Accountable Media (bestmediabuy@aol.com).

“I have done only Direct Response advertising for the past dozen years. My clients are upscale products and services, so I use Radio to reach them and get them to respond. It’s difficult to find people who can buy upscale on television, especially during the day. People tend to respond to direct response advertising during the day.”

We asked Chuck for five things people probably don’t know about Direct Response Radio advertising. Here’s his list:

1. It doesn’t take weeks to know if a station works. 

Half the time, the first week will deliver the best response rate. By the way – it has never happened in Los Angeles radio for his clients that people did not respond to his DR radio ads

2. Arbitron ratings don’t compare to nor do they predict response.

Loyalty and attentiveness is not reflected in ratings. Often a moderate sized station will outdo a larger one. And format doesn’t matter, loyalty does. The only way to determine the loyalty level is trial and error.

3. Don’t think AM radio only when considering Direct Response advertising.

Lots of FMs deliver good results. 

4. There are no miracles. 

Radio is good, but price and copy are the driving forces for success.

5. There is no market for Direct Response like Los Angeles.

Comparing the response rates in New York to Los Angeles for their four largest clients, LA out-delivers NY two to two and a quarter times. LA is four to five times higher than Chicago.