On Wednesday, October 9, the Daviess County Cohort had the unique opportunity to go behind the scenes of the WAMW radio station and engage in a conversation with DeWayne Shake, the owner of several FM stations, including Memories 107.9, The General 95.9 and 101.3, WRZR 94.5, and 1580 WAMW
During the visit, DeWayne shared invaluable insights into the world of radio broadcasting and the importance of effective advertising. He emphasized the need for conciseness in radio ads, explaining that in this fast-paced medium, messages must be conveyed in 15, 30, or 60-second increments. "What happens between the songs is what truly matters, he pointed out, highlighting the pivotal role of advertisements in radio.
One of his most memorable pieces of advice was to "sell the sizzle, not the steak." This phrase underscored the importance of crafting engaging and attention-grabbing ads, focusing more on capturing interest rather than simply describing the product.
A key takeaway from his talk was the idea that “the only way to coast is downhill,” emphasizing that continuous effort, especially in advertising, is essential for business success. He cautioned that many businesses fail because they neglect to allocate a proper budget for marketing and promotion. Effective advertising is not just about informing potential customers but also about building trust and credibility.
To make the session more interactive, DeWayne challenged the cohort members to practice delivering a 30-second pitch, helping them refine their communication skills and learn to convey messages clearly and effectively.
DeWayne also shared his Four Rules of Radio for successful advertising:
1. Frequency – Repeated exposure to keep the message in front of the audience.
2. Time – Selecting the optimal time slots for broadcasting.
3. Consistency – Regularly advertising to stay top of mind.
4. Message – Crafting a clear, compelling message that engages listeners.
DeWayne’s insights made a lasting impact on the Daviess County Cohort. His guidance and support of the cohort serves as a reminder of the vital role advertising plays in business growth. The cohort extended their sincere thanks to DeWayne for generously sharing his expertise and experience!