Reporters know the most important part of their story is the headline. If your headline does not capture interest, the story won’t be read or listened to.

 And your creative writers know that same rule holds true for your commercials. The first three seconds will either capture your listeners’ interest or ambivalence.

 So, if what you say first is so important, why are the cover pages of your presentations so irrelevant and boring?

Most radio sales presentations begin with something like “A presentation for (Name client) from WKRP prepared by Herb Tarlic on April 1^st‘

Wow, now there’s a cliff hanger that will have your prospect sitting on the edge of her seat in anticipation of what’s to follow.

Why not say what’s in it for the client right off the top? You know about the power of benefit statements, and if you’ve done your homework, you know what benefits will appeal to each prospect.

Beginning with something like “A Presentation for Name Client to Attract More New Business in 2016 prepared by Herb Tarlic, WKRP” or “A Presentation to Drive More Traffic to Your Website, from Herb Tarlic of WKRP” will surely attract more interest than a presentation that begins with name, rank, and serial number.

 Click here to arrange an online overview of how our new SoundADvice video series can help your account executives present presentations that sell.