“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 heard was ” this page is kind of a ……” It is, or it isn’t. “Kind of” weakens our message.
There is nothing wrong with a few seconds of silence.
We need to paint word pictures with our proposals and campaigns. We need to sound certain of our recommendations.
“Mr. client, the management of WXXX has made the decision to enhance the launch of your campaign with 12 additional selling messages at our expense.”
Doesn’t this make bonus spots sound much more impressive? And, these ARE at our expense! There is no such thing as a “free” commercial.
We all need to record ourselves practicing our proposals BEFORE we present to our clients. Watch for your own personal “word whiskers”. They may be “kind of“, “like“, “sort of“, “just“, “uh“…the list can go on. These tiny words can sabotage our message and drive our clients to distraction. Think about how carefully our on-air compatriots choose their words. We should take a lesson from them.
In addition to what we say, it is very much how we say it. Say it with gusto!
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.
This article was republished with permission from Pat Bryson’s Newsletter