We review hundreds of radio sales presentations every month to help stations increase their closing ratios and, their average sale. But lately we’ve noticed a huge common shortcoming.

          Virtually every presentation sells radio’s ability to ‘target.’ But there is virtually no discussion about targeting the advertiser’s message!

          We see station clusters that run the same message for a car dealer on their station that targets males 18-34, as they run on their station that targets women 25-54.

          What are they thinking? It appears to me that they aren’t…(thinking, that is).

          The internet and e-marketing have increased your advertisers’ awareness of the value of targeting, and they understand that effective targeting goes beyond reaching the right audience, it’s more about saying the right thing to that audience.

          Now I’ve heard the argument that it’s too expensive for a station to produce separate targeted messages for each station in their cluster. But if you don’t target your ads, your digital competitors will!

           If you want to increase your sales and your renewal rates, think about focusing on creating messages that resonate with your target audience.