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Great Quote for Small Businesses

C

Carmine5

There is a great quote in RBR that I plan on using (or modifying) when calling on small businesses:

"The thing your small business customers must be reminded of constantly is the fact that advertising is not something you do when you have a little bit of extra cash – it is a critical business expenditure that assures that the company will be making money in the first place.

...During hard times, when businesses look to tighten their belts, it seems like a no-brainer to reduce or erase the advertising line on the budget. Do that, and you are conceding the market to the company that sticks to its advertising plan – and the company that keeps its name out there often benefits from gains in market share that long outlive the bad economic times.

The broadcasters who help small businesses thrive in hard economic times will also likely have a client relationship that lasts for years as well."

http://www.rbr.com/media-news/research/28101.html
 
You might want to try to shorten the statement to a line or two. Many advertisers will lose focus before you get to the end of your comment.

Just for grins, if you make your pitch with this statement, what is your response when the potential advertiser says, "I agree with everything you said, but I'm not convinced that your station is the best placement for my media dollars."

I sure don't miss radio advertising sales. Our competitor successfully disparaged us with racist language that I cannot even post on this board.
 
"I agree with most everything you said, but I really don't have any time to talk to you. I'm leaving for Hawaii with my wife in 20 minutes.

Did you know that the last guy who sold for your station is working for me now, sorting screws in the back room? I wanted to do hiim a
big favor.

He told me all about you, too. What's that smell?"
 
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