Many of the sales departments that I consult complain of an apparent reluctance on the part or writers and/or producers to enthusiastically embrace spec spots. As spec spots are the one of the most important tools in               de-commoditizing our product, it is important that you understand the cause of this reluctance, and take steps to pre-empt it.

          While the avoidance of your spec spot creation is usually blamed upon “lack of time” or being “too busy”, here are the three most common real causes of spec spot reluctance on the part of your writers/producers;

1-     SILENCE! Your lack of communication regarding your appreciation of, or the results from, a speculative commercial presentation is the single most critical factor in fostering a disgruntled attitude towards creating spec spots.

When your writers or producers take the time to create what they think is just the right approach to close more business for the station, they assume THEY failed when you don’t make the sale or the campaign does not get to air.

Often when they hear nothing about the results of their efforts they assume the client never even heard the campaign….and I’m sad to say that sometimes that is actually the case! 

2-     Insufficient information. Try giving your spec spot information to one of your piers and see if they think they have enough information to write a campaign. Most of the time there just isn’t enough information.

3-     Insufficient effort. Often sales people do not present or defend the speculative creative approach, and take “no” for an answer in favor of coming back with yet another spec spot.

There is a reason your staff has the attitude it does towards spec spots.

Next week’s SOUNDManagement will share eight steps you can take to have spec spots enthusiastically embraced at your station.