My Advertising Doesn’t Work | radioinfo

My Advertising Doesn’t Work

I bet you've heard that sentence at least once in your career. Whatever media you represent, it's one of the four most common objections we encounter.

When you hear it during a first call, how do you engage the prospect in a dialogue instead of meekly slinking out the door?

Here are a couple of suggestions:

"You know, some of my best clients told me that the first time I contacted them.  One of them in particular had had a bad experience with radio....". Now recount a third party reference story about how you showed them how to properly use radio and they reaped great results.

Much of the time, advertising doesn't work because it was used improperly. The previous sales person didn't set the client's expectations realistically.

"We have had good success with helping previously unsuccessful clients to get great results from radio.  I'm not sure if I might be of help to you, but we have worked with many business people in this area who now make radio a fundamental part of their marketing strategy. One in particular....."  You can now tell them about how your other client created successful campaigns.

Using a third party reference on this kind of objection can be most helpful. Rather than us telling a prospect how great we are, another unbiased individual is used as an example of having RISKED their money and having been REWARDED with a good return on their investment.

Third party success stories make an excellent sales meeting. Go around the room and tell your best success to the group. Now you have a collection of stories to tell. 


About The Author 

Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.

Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.

Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.

She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller’s latest book, Beyond Powerful Radio: A Communicator’s Guide To The Internet Age.

You may contact Pat at or visit her website at

This article was republished with permission from Pat Bryson's Newsletter


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