Kelly (right) in the KOZI radio station studio with Jeff Conwell, program director and morning show host. Kelly believes live interview ads bring the best results.
The advertising world has gone off the deep end. I wouldn’t buy a thing off most radio or TV ads. Most of the ads are uninformative and have gone to shock tactics to get your attention so you will remember their name.
Even if it’s somewhat corny, people tend to listen to ads that are teaching them something about a product they may need.
For example, in my radio ads, I may talk about how to select a portable heater. I explain what the customer is trying to accomplish, whether it’s heating a person sitting in front of the television, trying to heat a crawl space, or a room or small building where their water pump is located. People don’t understand the difference between different types of products, whether it’s heaters, fuses or light bulbs. They are ignorant on these subjects.
Ignorant does not mean stupid. On the contrary, it means lacking knowledge or awareness of a certain subject. I have always felt that a simple, uncomplicated explanation of a product with a few humorous anecdotes is the best way to tell someone about your product. At least it has worked in our retail hardware business for years.
People want honesty and to be able to trust you. If you have been in business for a few years, you may already have their trust. That is worth a ton. No amount of money can buy that.
On the cusp of joining the Century Club, the store has been owned by the Kelly family since 1958. Originally called Chelan Hardware Co., the store was founded by previous owners in 1925.