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. (About 21 messages a week on most stations.)
2 Enough consistency (read: long enough) that the message can penetrate the brains of consumers. This is accomplished in no less than 52 weeks, sometimes 2-3 years depending on the gestation period of the product you are selling.
3 A commercial message that resonates with consumers and is relevant to them.
Let’s talk about Number 3. People buy based on emotional need. Your message should create an emotional response in the listener. Write the commercial from the stand point of your customer’s customer. No litany of facts allowed, only benefits. What’s in it for the customer? Why should they shop in this particular store? Buy this particular product? What’s the experience of shopping there? Your commercial message should answer this question for the consumer: “What’s in it for me?”
What’s the one thing you want customers to remember about your business and never forget? What emotional component does your business satisfy?
Write copy that entices the listener to create a picture in his mind. As Roy Williams tells us, “Where the mind has repeatedly journeyed, the body will surely follow.”
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.