Some books are to be tasted; others to be swallowed; and some few to be chewed and digested.
Francis Bacon





Here's Some Of What You'll Learn.

  • Why you never should fax or e-mail a commercial script to a client for approval (and how to avoid ever doing so)
  • Why & how to establish your expertise "in-house" first
  • What to advertise instead of "features" or "benefits"
  • The very first piece of information to uncover when you meet with a client or prospect
  • The two-step formula for firmly presenting yourself as "the expert" without sounding like a big jerk
  • The terminology to adopt with your clients
  • The "Three Magic Words" - I've taught these to advertising professionals worldwide, and they truly are remarkable in short-circuiting any resistance the client might have to accepting the benefits of your expertise.
  • Specific radio advertising fundamentals you must teach your clients - and how to teach them
  • How your approach will differentiate your station from all of your competitors
  • How to vanish the "radio doesn't work" objection
  • How to teach your clients when and how to promote their websites
  • How to teach your client when and how to use phone numbers
  • How to teach your client when and how to use "vanity" phone numbers
  • How to teach your client to think of the campaign as something far more important than just "entertainment"
  • How to teach your client the value of tactical use of a deadline in a commercial
  • How to teach your client the importance of a single Call To Action
  • How to teach your client not to use street addresses
  • How to teach your client how comedy should (and should not) be used in their commercials
  • How to take control from the beginning
  • How to set ground rules
  • How to respond to "radio coupon" requests. (You know - the client wants to say, "Mention this ad and we'll throw in a free dog collar with every poodle you purchase!")
  • How to reposition newspaper competition
  • How to reject illegal requests
  • How to go way beyond "the consultative sale" - for faster, more meaningful results
  • How to get the client to commit to a single Core Message
  • How to establish "the success criteria" for a new campaign (and to avoid time-wasting nitpicking by the client)
  • How to eradicate the "word-of-mouth is the best form of advertising" objection
  • How to ensure the client never complains "the commercial is getting old" (when you know it should continue to air)
  • How to deal with clients who insist on writing their own commercials - even though they're terrible at it!
  • How to avoid needless rewrites and rerecordings
  • Client Identity Creation
  • A nifty marketing tool that should be the "calling card" of all radio advertising account executives
  • "I don't like your music!" - How to pre-empt that objection so that it's never a problem for you!
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