Selling Radio Direct with Pat Bryson

I had the pleasure of attending the radio awards ceremony during the Denmark Radio Days convention in September.

Although the entire show was in Danish, radio is radio throughout the world. Morning announcers are much the same. Good community events are similar no matter where you are. Great radio involves the audience. 

 

On the tables at the show were water bottles. Around the water bottles were wraps from TNS Gallup. On the wraps were questions. The questions fascinated me. I wanted to share them with you.

 

“What does it take to be an irresistible brand?”

 

Knowing the answers to these questions will help our radio stations, TV stations and newspapers to create a place in the listeners’/viewers’/readers’ minds. We need to occupy space there.

Just as importantly, we need to help our clients to answer these questions as well.

In the last newsletter we talked about the 3rd part of the radio recipe: a relevant message. A relevant message grows from knowing our customer’s customer. Why will they shop in this store?  Why will they use this product?

Becoming an irresistible brand involves pushing the corporate mission and values down to the front-line employees. All must understand the kind of experience we are creating for the customer. After all, advertising can do only one thing: get a motivated, potential customer into our client’s business ONCE.  It is up to the client to treat them right and to turn them into an habitual, long-term customer.

The next time you are talking with your clients, ask them these two questions. You might be surprised what you will learn.

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.

You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.