(607NewsNow) — The other day, I was looking for my golf travel bag. Between the basement, attic, garage, and every other possible spot, I searched everywhere. I needed it for an upcoming trip.

After a while, my wife suggested, “Why don’t you just buy a new one?” Now, my golf travel bag doesn’t get much use, so I knew it was still in good condition, if only I could find it.

Eventually, I accepted that it was hiding somewhere I wasn’t going to locate anytime soon. So, my first move was to check Facebook Marketplace, there had to be plenty of barely used bags for sale. Then my wife suggested I try Dick’s Sporting Goods instead. So, I went online to see what they had and what the prices looked like.

I put my phone down, did a couple of chores, and came back a bit later. My curious advertising side even said to myself, “I wonder if I’ll get served any golf travel bag ads?”

Sure enough, just twenty minutes after I was first looking online, I checked my phone and stopped counting at forty-one ads. Yes, 41 different golf travel bag ads showed up on my phone. I laughed a bit, thinking, “Who’s going to look through 41 ads?” But then the advertising professional in me thought differently: “How amazing that 41 businesses are all trying to sell to the same potential customer- and all bidding for it?” But even more jaw dropping is that these entities are comfortable selling all these clients the same prize.

I get it. Customers are finite, and businesses are willing to pay to reach them. But is there a better, more efficient, and more effective strategy? Absolutely.

To “get chosen” in today’s digital world, your ads need to appear where consumers are actively looking-today that’s Google. But to win the largest number of customers, your business needs to be wanted too.

A business becomes wanted through big reach, consistent frequency, and outstanding creative which are all strengths of radio. Add in the fact that your message is local and free to the listener, and you can see the power of getting consumers to want what you offer.

The thought of scrolling through 41 ads felt exhausting, so I did what many people do: I was committed to getting in the car and driving to Dick’s Sporting Goods. And wouldn’t you know it, when I opened the garage, I looked up and saw my golf bag hanging from the rafters.

That’s what I wanted.