M
merrymary
Guest
This is a continuation of Merrymary's post about rethinking radio listenership. I suggest you read that post then consider what I'm about to say here.
Let's face it, aside from political ads, the days of "them" calling us for ad space have ended. But they can be re-created by modifying your ad campaigns to make advertisers feel they are performing a community service. And they would be. Take for example, the much hated oil company. The average listener feels they are being ripped-off to the umph-degree by Charlie Oil Company even though COC is just paying what the market dictates and adding eight cents a gallon profit. Now face it, eight cents is not a lot of profit. But eight cents times 12,000 customers at 275 galls per customer, IS a profit and America is all about profits.
But take it from the listener standpoint. If COC were to go on the air with an understanding ad, saying current oil prices were posted on his website along with the latest New York Mercantile rates, then perhaps the local listener would feel comforted. Knowledge is power. It's all about trust.
However; if you've been lying to your clients all along to make the big bucks quick, then my approach won't work for you. (THAT'S MUCH LIKE TELLING AN UGLY WOMAN SHE'S BEAUTIFUL, WHEN IN FACT, SHE KNOWS ALL YOU WANT IS HER MONEY.) But! If you've been an honest salesperson, then you have a chance of bringing the client into the new age of advertising, which as of this very moment, is a bottom-line, no frills approach.
Now is not the time to be lying to anyone. The federal government is the biggest liar out there. People know that although they may not want to say it's so. Let your clients find solace in you. Advertisers are adverturous people, willing to try something new. If they weren't, they'd still be working in a factory, making union wages. They wanted to break out. Help them break out into a new advertising market. Create that market!
I don't want to tell you to throw out everything you've learned till now. But maybe I'm close to saying as much. Instead, look at life through your client's eyes. You'd be amazed at what you see. You both want the same thing. It's called success.
Let's face it, aside from political ads, the days of "them" calling us for ad space have ended. But they can be re-created by modifying your ad campaigns to make advertisers feel they are performing a community service. And they would be. Take for example, the much hated oil company. The average listener feels they are being ripped-off to the umph-degree by Charlie Oil Company even though COC is just paying what the market dictates and adding eight cents a gallon profit. Now face it, eight cents is not a lot of profit. But eight cents times 12,000 customers at 275 galls per customer, IS a profit and America is all about profits.
But take it from the listener standpoint. If COC were to go on the air with an understanding ad, saying current oil prices were posted on his website along with the latest New York Mercantile rates, then perhaps the local listener would feel comforted. Knowledge is power. It's all about trust.
However; if you've been lying to your clients all along to make the big bucks quick, then my approach won't work for you. (THAT'S MUCH LIKE TELLING AN UGLY WOMAN SHE'S BEAUTIFUL, WHEN IN FACT, SHE KNOWS ALL YOU WANT IS HER MONEY.) But! If you've been an honest salesperson, then you have a chance of bringing the client into the new age of advertising, which as of this very moment, is a bottom-line, no frills approach.
Now is not the time to be lying to anyone. The federal government is the biggest liar out there. People know that although they may not want to say it's so. Let your clients find solace in you. Advertisers are adverturous people, willing to try something new. If they weren't, they'd still be working in a factory, making union wages. They wanted to break out. Help them break out into a new advertising market. Create that market!
I don't want to tell you to throw out everything you've learned till now. But maybe I'm close to saying as much. Instead, look at life through your client's eyes. You'd be amazed at what you see. You both want the same thing. It's called success.