Selling Radio Direct with Pat Bryson
How does radio affect the brain?
The answer to this question is the secret weapon in our arsenal.
Westwood One commissioned some biometric studies to help answer that question. In this study, they found that video produced the least amount of brain activity. Text-based ads brought a bit more brain activity, but audio advertising elicited the most.
They credit this phenomenon to the fact that audio is a single-sense medium that allows you to build a picture in your mind. (The movie is never as good as the book!) The evidence suggests that audio can be “an accelerator” for video and print. Radio can enhance what marketers do in the other mediums.
“People buy emotionally and justify it with logic.” Our selling messages should elicit an emotional response from the listener.
We should write our commercials from the point of view of our customer’s customer. Think “benefits” not “facts”.
Ask your client to write 10 things that people should know about why doing business with them will make their lives better.
Making our messages relevant to the lives of our listeners and our client’s potential customers will determine, to a large part, the success of our campaigns.
The “radio recipe” requires three ingredients: frequency, repetition and a relevant message. Get these integral parts of your campaigns right, and you will rarely hear, “My advertising didn’t work”!
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.