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.