How to Get Advertisers to Spend More and Even (Gasp!) Pay Higher Rates
Selling ads can sometimes feel like convincing a cat to take a bath. There’s resistance, clawing, and maybe even some hissing. But what if you could make advertisers not just agree to renew, but invest MORE? The secret? A BIG IDEA. One so good they can’t say no (or at least question their decision if they do).
The Business Owner’s Daily Thought Process
Every morning, business owners drive to work, sip their coffee, and wonder, “How do I grow my business?” Then they get to work, put out a few fires, answer emails, and before they know it, they’re driving home thinking… “Wait, how do I grow my business?”
They’re looking for ideas. Not just any ideas – ones that actually make sense for them. The bigger and better the idea, the more they’re willing to invest.
Just Asking for More Money is a Tough Sell
If you walk into a renewal meeting and say, “Hey, it’s that time of year again! We’d like to charge you more now,” don’t be surprised if they suddenly need to “think about it” (translation: avoid your calls until next quarter). But if you walk in with a well-thought-out BIG IDEA, you’ve got a real shot at getting them excited to invest more.
What’s a BIG IDEA?
It could be:
- An audio signature / “sonic image” tagged at the end of every ad. Using voice, sound effects, and/or music. It can be just the name of the business or it can also include their slogan. Your production department can help with this. Your station uses sonic imaging throughout the day with background whooshes, zaps, or subtle effects that enhance the station’s energy.
- A promotion that gets people talking. But don’t let it be predictable… “Oh, it’s just another giveaway where I have to visit a store to sign up and I’ll never win anyway.” Some people you work with are probably really good at coming up with out-of-the-box promotions – ask them for help.
- A new slogan that makes their brand unforgettable. Still using an old slogan that doesn’t mean much? Bring them one that makes them say, “Yes!”
- Ad Creative – Yes, we’ll continue to beat this to death – better creative! There are infinite big ideas when it comes to ad copy. Humor, stories, whit, emotion, etc. Bring three months’ worth of radio scripts on steroids that can’t be ignored.
The key? Make sure it’s about them, not your station. Sure, your summer car giveaway is your biggest event of the year, but the advertiser needs to see how it benefits them. Otherwise, it’s just you asking for a favor.
Before any proposal leaves your office, ask yourself: Does this include a strong idea tailored to the advertiser? Selling radio is tough sometimes. Coming up with good ideas makes it much easier.
At the end of the day, business owners don’t just want ads. They want solutions. So, be the person who walks in with the idea that helps them grow – and watch your sales grow right along with them.
Now, go put your thinking caps on and create some BIG IDEAS. Especially, for those clients who you know have potential to spend more, and for those prospects who you know are spending in your area but need a lot of help with strategy and creative.
If you need help with big ideas, that’s what your team is for. You’re all in this together. So, get a group together, caffeinate, and go brainstorm! The more you do, the easier it gets.
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