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Selling Radio

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...."....

17 December 2012

Throw out "throw in".

"We're just going to "throw in" these 10 free spots per week." "We're just going to "throw in" a weather sponsorship." Notice how the use of "just" and "throw in" diminishes the importance of what we are giving to our clients?  "Throw in" implies little thought and less value.

Another set of "word whiskers"  I...

17 December 2012

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