Internet guru, Seth Godin says, “The last click someone clicks before they buy something isn’t the moment they made up their mind.”
The best marketers don’t rely upon online reviews or social media noise to make the sale for them.
Instead, they lay clues like breadcrumbs leading up to that last click. Everything from the word of mouth generated by creating a great customer experience, to building a brand with traditional and online media, casts a long pre-click shadow for a business…a shadow that doesn’t change with that last click.
Do your sales staff know how to position radio’s powerful role in that line of breadcrumbs? Or, are they out there claiming your station is the number one breadcrumb to advertisers who don’t understand the role of those clues and still credit the sale to that ‘last click.’
The secret to creating more revenue for your stations is to train your salespeople how to position the strategic role of intrusive radio advertising to create a pre-need pre-search preference for your advertisers in the minds of your listeners.
Have you ever noticed that the smartest person you know, thinks just like you?
Think about that for a moment. If someone’s thoughts were contrary to yours, it would take real effort on your part to communicate effectively with that person.
Do you want to be the most marketing-savvy person your clients encounter? Start by finding out how they think so you can align your ideas with their thoughts.
One way to do that is to learn who their mentors are, and who they believe is a good marketer. Then use quotes from that person to demonstrate how your proposal aligns with ‘the smartest person they know’.
For example, if you discover your prospect follows motivational speaker Tony Robins, you can quote Robbins in your radio presentation when he said, “We’re not in an information age, we’re in an entertainment age.” Then go on to suggest a strategy of capturing their customers’ attention with radio as an entertainment media, and positioning the internet as an information media.
Or, if you know your client appreciates the teaching of Roy Williams, the Wizard of Ads, you might quote Roy in your presentation, “In marketing, you must choose between boredom, shouting, or seduction.” Then go on to suggest your creative idea is designed to seduce more customers into buying from your client.
Quoting people your clients respect to validate your proposals can make YOU the smartest marketer your client knows.