FIVE RADIO TRUTHS FOR FEBRUARY

OK, the five monthly truths are back. Agree? Disagree? Let me know.

1. YOU'RE LEAVING THOUSAND OF DOLLARS ON THE TABLE EVERY YEAR

By writing the copy yourself or letting the client write or input ideas, you hurt yourself. And here's why---you get too wrapped up in what to put in. You pack an ad with info, not realizing you're best served by solving one problem per ad. When a client gives you a list of things they want to say, you should be jumping for joy. You're being handed an upsell, a chance to build this client into an annual by featuring and solving one problem per ad. Don't throw opportunity away-- recognize it, and put that money in your pocket.

2. RADIO IS NOT PRINT

Have you heard---PRINT IS DEAD..! STOP TRYING TO COPY THEM! Laundry lists of information don't work for radio. Never have. We're not classified advertising-- we're radio. Act like it.

3. RADIO DOES NOT UNDERSTAND HOW TO BE INTERACTIVE

Use the power of immediacy. Don't just list a website or phone number-- engage the listener to act on it immediately. After all, where is your client listening-- online, in the car? Turn them into an active consumer--don't wait for them to act-- encourage them to INTERACT NOW.

4. THE SALE IS NOT THE END OF THE PROCESS, IT'S JUST THE BEGINNING

The MESSAGE is MORE IMPORTANT than the sale. Convincing someone to advertise is a small part of the game. Making them successful is how to seal the deal and guarantee renewals. Pay attention to the creative message.

5. RADIO DOESN'T SELL ANYTHING FOR ANYONE

Unless you tell the audience you're handing out $100 bills, the audience is not going to 'buy' anything because you gave them nine reasons why they should. Use radio for what it does best----make the listener respond viscerally. Once they get emotional about a product, service or idea, THEY will make the next move. You can't MAKE a listener buy just because they listen to the ad-- you can get them to act by keeping the message direct, and simple to understand.

$49 Spots

The excuses are over.

"I don't have a budget for it..."

"I know it's important, but I just haven't found the right sound yet."

Now, your radio station can get agency quality production, from us, for just $49 per spot. The catch..? We have to write the copy for the spot. If we write it, you get the production for $49. That's it. No limits, no minimums.

It's time to gte the listeners to pay attention again.

Are you an original?

First of all, let me say, it's OK not to be. I'm not.

I didn't invent the Pet Rock or "Shamwow". What I do is try to find original ways to position my clients (and at last count, there are almost 100,000 in 23 years) so that there's something original about THEM.

In reality, that's what radio ads are all about--crafting a small niche in listener's minds that the client can occupy, and dominate. It CAN be done-- but it doesn't happen by accepting the ordinary. So today, when you go out and start collecting information about a client, don't just sit, share coffee or lunch and schmoooze. Try to ask questions or probe for answers that lead you to creating an original position for them. Just taking information off menus or from a clients brochure, or even using a script the client THEMSELVES wrote is not doing anyone any good.

You don't have to be an original. But making each of your client's one will go a long way to helping you write another chapter in your success story.