BALONEY

Not the kind you eat. The kind you swallow from clients every day.

"I don't have the budget to advertise.."
"I'm not doing anything for a while..."
"Times are tough--- I can't spend money right now."
"I'm looking at other options.."

How does this relate to your creative? Completely. Stay with me.

The client answers above are real and pure, 100% baloney, especially when they tell you they don't have a budget. What they're really saying is they don't see the value you bring them, and this relates 100% back to the message you put on the air.

No matter what you've been told, the on-air message has everything to do with whether a client stays a client. You have to identify the key problem or issue---one, not five. Then, the spot has to solve that one problem. So-- if you're client is an appliance store, don't try to get your audience to buy microwaves or dishwashers when the client needs to move refrigerators. Same with a clothing store--no need to list everything they sell if they want to increase sales of men's suits. Hit the suits-- the rest is left to the client for when the people visit their store.

What what happens next is simple and beautiful---targeted response goes way up, and product revenue spikes. That's what you concentrate on when you revisit the client to determine their next flight. Now, you're speaking the client's language.

What language is that? Sales. Profit. THIS IS KEY----your client evaluates the products they carry based on how they sell. Poor selling items are dropped from the shelves, no matter how much they like their sales rep. They choose their budget items based on what brings them the highest profit ratio. Same with their advertising--- if you can't prove you make them money, you'll be dropped faster than someone de-friending you on Facebook for saying their sister is ugly. To make yourself essential, YOU MUST be accountable.

That's why, their excuses are baloney. They're just trying to say they don't value you, because your service doesn't show how you make them money. And the seduction of new media is, they promise to do what you're not---show the direct link between dollar spent, and dollar earned.

Stop eating the baloney. No matter how many excuses you have to swallow, there's always one answer----NO. No, I don't accept that. No, I'd like you to listen. Then, use us. We'll show how to deliver the meat and potatoes your client really craves.

A GREAT IDEA OR THE RIGHT IDEA

Many who have written spots over the years will tell you that the best way to sell radio to clients is to stop in with good ideas. If you bring a client an idea, chances are they'll like it or can work with it. And once you open the dialogue, you can close the deal. In theory not a bad idea. In practice, not so much.

In reality, it's all about the bottom line. So while a client may love a great idea initially and buy it, unless their expectations are met (they sell more widgets because that's their goal), a great idea will only go so far. Eventually, the client drops you('don't have the budget'), and YOU'RE back to chasing clients to build and replentish your roster.

We prefer to choose the right idea, which is why with us, you're always required to target the client's expectations. If their expectations aren't met, they're going to stop listening to your 'good ideas' after a while. But when your idea is the right idea, and it creates sales and builds their traffic and revenue, you have a winner.

Here's an example:

A clothing store wants to sell men's suits. So you get the idea of creating a two voice interview with a caveman, who talks about what life was like running from dinosaurs before clothing was invented clothing. Cute idea, but it's not centered around men's suits. Therefore, when the audience hears it, it may make them laugh, giggle or just smile. But will they remember the client's name? Possibly. Will the understand WHY they're supposed to remember it and act? No. It was a great idea that didn't target the client's expectations. And nothing will send a client packing faster than disappointing results.

THE RIGHT IDEA would be to take that same interview and make it about creating the first men's suit. NOW, you're targeted the client's problem, and their need to reach people who are ready to buy. Now, the spot can be funny, creative and truly effective. Response will be stronger and more targeted, and the client can better quantify results.

So that's why we always say, ideas are like navels-- everyone has one. A Great idea? There are a lot of them out there that die on the vine because they don't accomplish the goal of meeting the client's expectations. At BENMAR, we understand you need to have the RIGHT idea. So turn to us for ideas that are right for your client, and their expectations, every day.

$5000 (SFX: SNAP OF FINGERS) ---JUST LIKE THAT

This past Thursday, I was just finishing up some adjustments to our website when I got a call from one of our salespeople. She had requested copy for a very particular auto dealer the week before.



"I need this account," she said last week. "This is a big client and they're looking for something new and fresh. Can you help me?"



We delivered , then didn't hear anything. Today, she called to tell us that the scripts results in a $5000 buy. Not only that---
----'they LOVED them. We're going to be doing a lot more for them," she excitedly repeated again and again.



A call like that makes our day. But it's because we're part of her team. She trusted our judgment, took our scripts, had them produced, went in, pitched and won the day. We'd love to do the same thing for you right now. Can we help you close some business today? With BENMARadio, it's as simple (SFX: SNAP OF FINGERS) as that.

SAY GOODBYE TO PASSWORDS

OK, couple of minor changes I need to make those of you in BENMARLand aware of.

First, the form. The Client Information Sheet now allows you to attach files to your orders. So-- for those frustrated all these years at not being able to attach items you felt were important to your request, look to the last section of the form and attach away. Please make sure it's a Word Doc ( preferable a Word Doc 97-2003 compatible) or an Adobe (pdf).

Second, the website. Two changes-- one minor, one sorta major. Minor change is now, you can see overall copy status for the day located in the upper left hand corner. If you're expecting copy, check the website and see if we're on time or having a delivery issue.

Major change..? SAY GOODBYE TO PASSWORDS...!! If you enjoy using the password oriented Client Info Sheet at www.benmarcis.com, by all means continue. But for anyone who wants to rid their life of one more user name and password, the Client Info Sheet link on our web page will get you there. Just click on the 'Go' button, and you're connected to the non-password version. It's everything you're already comfortable with, with a few new changes and no password. Ahhh, progress.

We'll talk more about copy later this week. For now, let us know how you like the changes.