Radio advertising guru Dan Presser on how to create radio ads that cut through and sell | #393

Radio advertising guru Dan Presser on how to create radio ads that cut through and sell | #393

Today we’re joined by radio advertising legend Dan Presser. Famous for his much discussed radio campaigns for Sunraysia Natural Prune Juice and Blue Banner Pickled Onions, Dan has been kind enough to share his insights and experience into how to create radio ads that cut through and sell. If you’ve ever wondered if radio advertising works, and if it does, how it works, then you’re in for an absolute treat. I’ll also show you how to make a great first impression with your new clients.


“The success of Sunraysia Prune Juice is a 100% the result of our radio advertising ”

-Dan Presser
Sunraysia Prune Juice

There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button or subscribe free to hear the full interview. You’ll also find the full interview transcription below.

If you have questions about how to create radio ads that cut through and sell then you’ll get the answers in this interview as Dan Presser goes deep into his love of radio:

  • Why choose radio instead of TV or newspapers?
  • What makes a great radio ad?
  • How do you measure the success of radio advertising?
  • How much should you spend on radio advertising?
  • How do you come up with ideas for radio ads?
  • Why do radio ads work?
  • Why is talk back radio so powerful?

Dan Presser is the Executive Chairman of the Sunraysia Natural Beverage Company, and the owner of the iconic Australian brand, Rosella. He’s also the creative engine behind the writing, production and reading of the much discussed radio ads for Sunraysia Natural Prune Juice and Blue Banner Pickled Onions.


Small Business Big Marketing


Here’s what caught my attention from my chat with Dan Presser:

  1. Radio advertising works best when you create ads with cut through.
    They clearly don’t have to be the fanciest ads going around, with huge production budgets … they just need to stand out in a very crowded market place. A great lesson for any marketing message, really!
  2. Don’t take negative feedback to heart. Maybe even welcome it if you’ve got a thick enough skin! Dan could have easily got his back up with what John Laws and Ray Hadley had to say; but instead, he embraced it.
  3. Consider putting yourself in your business’s advertising. I can cite numerous examples of legendary TV and radio campaigns fronted by business owners, starting way back in 1979 with Victor Kyam’s Remington TV commercial.


Dan Presser Interview Transcription

Dan Presser:
They just happened to come along. I mean prune was a little different way back when for sunraysia. When my kids were little we used to go to Hawaii for holidays and I am a supermarket junkie so I used to walk up and down the aisles of the supermarkets and I used to see rows and rows of prune juice. And it could be that the people who came to Hawai were perhaps in need of it or there was an opportunity. So, I thought it was an opportunity. There was no prune juice of note in Australia at the time and that was in the 80’s and I thought well why don’t we create a prune juice business in Australia. And that’s what we did.

Tim Reid:
Did you have an interest in prunes at the time or you just did something that you’d seen in Hawaii that was a significant category. Yet it didn’t exist back in.

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Resources mentioned in this episode:

Rosella website

Sunraysia Natural Prune Juice


But the marketing gold doesn’t stop there, in this episode you’ll also discover:


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If some thing in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below.

May your marketing be the best marketing.

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Timbo Reid
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