Selling Radio
Understanding the Marketing Channel
Selling Radio Direct with Pat Bryson
Every time a new product is introduced, potential consumers must move through the Marketing Channel.
The stages are Unawareness, Awareness, Comprehension and Image, Attitude and Action.
Remember the first tablet that was introduced? You were probably asking yourself: What...
18 September 2018
Getting to "Yes"
Selling Radio Direct with Pat Bryson
Getting prospects to sign on the dotted line does not always go according to your plan.
At the moment of truth, your prospect may back off. You may hear the dreaded, "I want to think about it." What went wrong?
Closing is a process, not a single event. Getting a positive conclusion to your "ask" starts way before you present a schedule or idea. It starts from the very first...
01 September 2018
Words That Weaken Your Message
Selling Radio Direct with Pat Bryson
Those pesky little words that we use to fill silence as we decide what to say next. These words and sounds keep us from sounding confident. They weaken our messages. My speech teacher called them "word whiskers".
I hear them often when I work with sales people. Which sound familiar to you?
"We're JUST going to "THROW IN" these 10 FREE spots per week."
Notice how the use of "just...
22 May 2018
Keep Your Pipeline Full
Selling Radio Direct with Pat Bryson
It's important to keep your sales pipeline full of prospects. If they don't enter your funnel, they won't come out as sales. This first step is vitally important to growing our business.
Many salespeople dread and avoid prospecting. While there is no "secret formula" to make it easy, I've listed some rules that can help make prospecting successful.
- Make an appointment with yourself....
01 May 2018
The Power of "Thank You"
Selling Radio Direct with Pat Bryson
When was the last time someone sent you a Thank-You note? Do you still have it? These items are so rare today that you just might have it posted on your wall. Especially if it were from your boss, a customer, a friend.
The point is, so few people say "Thank you" anymore that receiving a hand-written note becomes an event. Somehow the fact that it is hand written makes it more special than receiving...
18 April 2018
Radio and the Brain
Selling Radio Direct with Pat Bryson
Westwood One recently did a biometric study of how various forms of advertising affect the brain. What they found was that video produced the least amount of brain activity. Ads that were text-based elicited a bit more. Audio advertising elicited the most brain activity. Why?
Radio is a single-sense medium that allows you to build a picture in your mind. Most of us would agree that the movie is NEVER as...
15 March 2018
My unusual holiday
In December, I spent two weeks in Pakistan. Now, this is not my normal location to spend part of my holidays.
I like to be in front of my fireplace staring at my tree and planning the new year.
I was asked to be part of a group of broadcasters and journalists who were sent to work with TV, Radio and Print journalists in Karachi and Islamabad. And, yes, the answer to your question is, "I did have a few minutes hesitation to go to a country where...
18 February 2018
Do Actions Speak Louder Than Words?
Selling Radio Direct with Pat Bryson
Why is it so hard to get people's full meaning when we converse by telephone or through email? It's because much of what we communicate with one another is not what we SAY or write.
Albert Mehrabian, who was a research pioneer in body language, found that the total impact of a message is about 7% verbal (words only), 38%...
29 October 2017
Why would I want to buy radio ads?
Selling Radio Direct with Pat Bryson
John Wanamaker is credited with saying, "Half of my advertising is wasted: I just don't know which half."
Whether or not this is true, we know that successful advertising campaigns contain three elements:
1. Enough repetition weekly so that half of your audience hears the message a minimum of three times.
2. Enough consistency (read:long...
04 October 2017
The first place to advertise in a changing world
Selling Radio Direct with Pat Bryson
I was working with my newspaper client a few weeks ago discussing the most common objections they hear. Undoubtedly, it was this, "Nobody reads the newspaper anymore." I found this interesting because I also hear from my radio clients, "Nobody listens to radio anymore. They listen to satellite or podcasts." I hear from my TV people, "Everyone fast-forwards...
06 September 2017
Twitter Updates