Radio is theater of the gut
World famous radio legend Chuck Blore once told me that instead of being "theater of the mind," radio is really "theater of the gut," because of its emotional impact. Let's face it – people buy emotionally. They may justify it logically and objectively, but most purchases are emotional.
Advertising transparency – Let the buyer beware
A few days ago The Wall Street Journal published an article titled, Why Advertisers Are Questioning
The five second radio headline test
Here's a simple, but possibly painful test to perform on your radio script before you've produced it. Read the first 5 seconds of your commercial out loud to yourself or to members of your intended audience. Then stop and ask: "Would you continue to listen to this commercial?"
Marketing Yourself
How many of you have run into an issue with trying to get into your prospects door with a great idea? Or how about gaining the trust to show your client that you can do more than just put together an advertising schedule at a “great deal” for them? These are issues that I have encountered every single day and have tried to utilize many different ways to overcome. Can you really blame the clients or prospects?
Radio Commercials: Writing to voices
Sometimes it’s easier to write a commercial if you have specific voices in mind. Hearing those voices in your head helps you to write from their point of view.
Selling to Jerks
Have you been on a sales call with an ego driven jerk in the last 30 days? If not, perhaps you need to prospect a little more as you should run across them on a fairly frequent basis. They know all about marketing.
Finding Solutions
We all want to claim that we love finding solutions. Every single day we set out to solve problems and deliver happiness in our sales career, no matter the medium that we are in or if we are a manager or a rep. But finding solutions to those problems is much harder than just identifying that we want to get rid of those problems.
Radio – The great media multiplier
Often we tend to think of radio as a stand-alone medium. While it can work effectively this way, more often it runs in combination with other media.
Selling using competitive media
It is a very common practice to look to your competitors for new sales leads. While I understand this strategy is common, unfortunately, you are often seen as late to the party if you call on them and ask them to run with you as well.
Diversify your portfolio
Just like a strong retirement account has a very diversified portfolio we need our radio stations to have a creative and far reaching variety to offer our clients and listeners. This year I set out as a goal to create two new programs with our station that diversified our portfolio, would help increase our revenue, and make an impact in the community.
Local TV news ranks at the top in ad effectiveness
Results of a new study conducted by GfK for Hearst Television support the primacy of local TV news as a medium for information and advertising, and include findings that counter what some may have taken as conventional wisdom.
We all have ears. Why do so few brands have voices?
This past week I conducted three webinars for the RAB that dealt with the results of a Sonic Brand study, the fact that it was conducted a few years back is immaterial as the topic and findings remain timeless and relevant. While much was written about this study when it was conducted, it’s worth revisiting the results and implications again, as the more adroitly Radio salespeople can explain the role our ears play in what we purchase, the more revenue they’ll generate.
The essentials of an effective marketing strategy
Marketing is the delicate process by which an organization creates customer value for their product. In simple words, it is the process which involves the production, pricing, placing and promoting of a product in a way that tempts the consumer into acquiring said product.
Technology bullies…or why a radio sales career sure looks good right now
What do traditional cameras, cashiers, parking lot attendants, travel agencies, telephone receptionists, pharmacists
Why sports marketing works
I’ve been involved in the sports marketing world on multiple levels since the summer of 2008. It works. Clients get results, people enjoy associating with it, and the momentum is still there. Why does sports marketing work?