Monthly Archives: July 2013

Focusing on Problems vs Solutions

Focusing on Problems vs Solutions

             When NASA began launching astronauts into space, they discovered pens wouldn’t work in zero gravity. The ink would not flow to the writing surface.

            So they turned to new technology to solve the problem.

            They hired technology consultants and invested 12 million dollars over 10 years to develop a pen that worked in zero gravity. The new technology pen worked upside down, underwater, at any temperature and on any writing surface.

            The Russians simply used a pencil to write in outer space.

            Sometimes when advertising and sales efforts are not producing the results advertisers want, they search for shiny new technologies and consultants to solve the problem. Valuable time and money can be invested on software, Search Engine Optimization and social media consultants, when the problem could have been solved using tried and proven radio.

            ENS Media is building an arsenal of radio campaign success stories for radio account executives to use to prove the radio pencil still works, and advertisers need not re-invent the wheel. If you have an advertiser success story you can share to help sell more radio, please forward it to: [email protected].

            If we share your case study on our website, I will send you a signed complimentary copy of my book, 101 ways to Get Luckier (In Advertising Sales)

P.S. Here is a link to a short video that tells the technology/pencil story for you to share with advertisers who are considering abandoning the tried and proven for expensive consultants and time-consuming solutions.

Message of Value Every Week

Message of Value Every Week

            You’ve got to see this video from Jeffrey Gitomer, the best selling author of, The Sales Bible, The Little Red Book of Selling, and more.

            Jeffrey replies to an advertising salesperson’s question about “touching base” saying, “Dude, you’re going to lose all of your customers if you fail to reach them with a message of value every week.”

Ironically, more than ten years ago, I wrote about the fallacy of merely “touching base” in Chapter 76 of my book, 101 Ways to Get Luckier in Advertising Sales……Selling isn’t Baseball; it’s not about “touching base”.

Like me, Jeffrey says you have to talk to every client about them, not you, and deliver a weekly message to help ring their cash registers.

But virtually every well-intentioned account executive who has tried to follow the “weekly-message-of-value” motto, eventually fails in their attempt. Why?

1.) They run out of thought-provoking original messages after about six attempts.

2.) They can’t resist the urge to talk about themselves and their stations, rather than about the client and the client’s cash register. Their hard-sell message becomes junk mail.

3.) Most importantly, they are so busy trying to make this month’s budget that developing their weekly message of value goes to the bottom of the pile, and eventually drops off the face of the earth.

Our SoundADvice radio e-marketing system solves all of these problems for you….delivering a message of value from you to your clients and prospects every week. We do all of the work, you receive the credit!

Contact  [email protected] to view a free demo of how SoundADvice can work for you.