I’ve spent a lot of time learning about advertising on the radio. I understand ROI as well as MER (Media Efficiency Ratio). I understand the point of 30 minute long form ads verus :30 second spots and prime placement versus remnant space. These are all radio terms that help businesses get good at advertising on the radio. 
But here’s something I don’t get. When I was a kid growing up in Anchorage, Alaska I first heard “That Song” by Genesis on KGOT. During College in Omaha I listened to Rush Limbaugh on KKAR. Here in Nashville I listen to Phil Valentine on WTN, or I’ll press preset button #3 on my car radio and listen to Top 10 Hits on JackFM.
But for the life of me I have no idea where to find these stations on the dial. Is it 99.7, 101.3, 87.1. . . I have no idea.
That’s what’s strange. Who cares what the call letters are? I certainly don’t and I’ve never seen a radio whose dial was alphabetical, it’s only numbers.
Now I’ve certainly listened to my share of stations that use their numbers with their name every 2 minutes like 101.3 KFAR. It gets ingrained in your head after a while – that part makes sense. But what marketing value do the call letters KFAR bring? Nothing. Absolutely Nothing.
And a few stations actually get that. There’s a station in Omaha that goes by Lite96. That’s their moniker, that’s their name, that’s their brand. Genius! They’re a light rock/pop station at position 96 on the dial – thus Lite96. That’s pure radio genius. They say their call letters every once in a while because some government body forces them to, but Lite96 is their name – no matter the call letters.
Coincidentally, while in Omaha last year I saw another well named company, though it wasn’t radio. Their name is so clever and helpful I won’t even have to tell you what they do OR what attribute they value most. Are you ready? Their name is:
Signs By Tomorrow
You don’t have to wonder what they sell, or how long it takes to get them made. So if you’re in radio or on the web. Before you go out into the world and market yourself – think about what your company name is going to say to your prospects. And determine how people are going to find you when they can’t remember all your details. And think about the names Lite96 and Signs By Tomorrow.
If you’re selling roofing supplies and you call yourself TedsTopGuys.com – could you be missing something?
When your customers just can’t remember your name, are they going to go to Google and type in Nashville Roofers hoping to find you? If you’re nodding yes – then maybe for your long term growth, you should stop thinking about naming the business after yourself.
Besides when everyone who looks up Nashville Roofers finds you because Nashville Roofers is your name – you’ll get to hear “thanks, Ted” a whole lot more.