{"id":180,"date":"2009-08-21T11:48:48","date_gmt":"2009-08-21T11:48:48","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2009\/8\/21\/074848.html"},"modified":"2009-08-21T11:48:48","modified_gmt":"2009-08-21T11:48:48","slug":"making-radio-tangible","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/making-radio-tangible\/","title":{"rendered":"Making Radio Tangible"},"content":{"rendered":"<div style=\"margin: 0in 0in 0pt\">\n<p><span style=\"font-family: Tahoma\"><span style=\"font-size: 9pt\"><font face=\"Arial\">&copy; by Wayne Ens<\/font><\/span><\/span><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: Tahoma\">The dictionary defines &lsquo;tangible&rsquo; as<span style=\"color: black\">;<\/span> &lsquo;<i>able to be perceived by a sense of touch<\/i>&rsquo;.<br \/>\n&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Radio is only an intangible if you let it become so. And if the only &lsquo;tangible&rsquo; your clients receive from your station is an invoice, you&rsquo;re headed for trouble.<br \/>\n<span style=\"color: red\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;<\/span>At <span style=\"color: black\">cutback<\/span> time, the media with the most tangibles in your clients&rsquo; files often wins and escapes the knife!&nbsp; How thick is your client&rsquo;s file of your tangibles?<\/span><\/p>\n<ul type=\"disc\">\n<li style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">Do they have a presentation on file that clearly outlines what you proposed to do for them and how you would achieve those objectives?<\/span><\/li>\n<li style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">Have you delivered trade articles about marketing your customers&rsquo; categories?<\/span><\/li>\n<li style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">And what about wrap-up reports, with testimonials from their customers, a summary of what you delivered, and of course, an outline of how you over-delivered?<\/span><\/li>\n<li style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">Does your client&rsquo;s file include all of the scripts you&rsquo;ve delivered, audio copies of their commercials and proofs of performance?<\/span><\/li>\n<li style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">Do you conduct <span style=\"color: black\">post-<\/span>campaign analysis and deliver written summaries of those <span style=\"color: black\">analyses<\/span>?<\/span><\/li>\n<li style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">And what about regular helpful tips like our SoundADvice, complete with your photo and station logos?<\/span><\/li>\n<li style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">Have you used your cell phone to take pictures of their customers lined up at a successful event or remote?<\/span><\/li>\n<\/ul>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; At cutback time, the media with the thickest file of tangibles in the advertiser<span style=\"color: black\">&rsquo;<\/span>s cabinet wins!&nbsp; Don&rsquo;t let the newspaper tear-sheets, or the billboard tent-cards and photos &lsquo;out-tangible&rsquo; what you do, and certainly don&rsquo;t let an invoice be the only tangible advertisers receive from you!<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Tahoma\">P.S. If you don&rsquo;t have a post<span style=\"color: black\">-campaign<\/span> analysis process, SoundADvice weekly email tips, or if you want to have our Guided Discovery Selling System contact<span style=\"color: black\">; <\/span><a href=\"mailto:wayne@wensmedia.com\">wayne@wensmedia.com<\/a>. <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n","protected":false},"excerpt":{"rendered":"<p>&copy; by Wayne Ens &nbsp; The dictionary defines &lsquo;tangible&rsquo; as; &lsquo;able to be perceived by a sense of touch&rsquo;. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Radio is only an intangible if you let it become so. And if the only &lsquo;tangible&rsquo; your clients receive from your station is an invoice, you&rsquo;re headed for trouble. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;At cutback time, the media with [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-180","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/180","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=180"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/180\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=180"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=180"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=180"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}