Challenge your clients

It's an old trick---but it always gets a foot in the door.

Retailers and businesspeople say they don't want to advertise or radio doesn't work or name your excuse here. So challenge them-- after all, if they're not going to listen anyway, at least you might get some of them to think.

The set up happens something like this after you've been told they won't/can't/shouldn't advertise:

You say, 'Okay. Tell you what--- I'd like to do something for you because I like you and want to see your business succeed. So I'm going to put a schedule on the air for you free of charge. Fifteen spots, three days.'

This intrigues many. They listen.

'I'm going to create a spot that tells the listener you're giving away $100 bills each day to the first 50 people through your doors.'

At this point, they either throw you out or engage you (and my friend always lived by the theory that until they call security, it's all negotiation). 'Don't DO that..!', they roar. 'I can't afford to pay all those people..!'. At which point, it either hits them-- or it doesn't. All those people, all from radio, all because of a compelling message delivered in a direct, timely and compelling way.

Think about it. Radio STILL has the advantage--- let's press it. All in.