{"id":355,"date":"2013-04-17T18:47:04","date_gmt":"2013-04-17T18:47:04","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=355"},"modified":"2013-04-17T18:47:04","modified_gmt":"2013-04-17T18:47:04","slug":"the-story-of-civilization-2","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/the-story-of-civilization-2\/","title":{"rendered":"The Story of Civilization"},"content":{"rendered":"<table width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td width=\"100%\">\n<table id=\"content_LETTER.BLOCK5\" width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"15\">\n<tbody>\n<tr>\n<td align=\"left\">\n<div align=\"center\">\n<div align=\"center\">\n<p><strong><strong><b>The Story of Civilization<\/b><\/strong><\/strong><\/p>\n<\/div>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"100%\"><a name=\"LETTER.BLOCK6\"><\/a><\/p>\n<table id=\"content_LETTER.BLOCK6\" width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"15\" bgcolor=\"#ffffff\">\n<tbody>\n<tr>\n<td align=\"left\">\n<div>\n<div>\n<p>\u00a0Will Durant, the American philosopher and historian\u00a0wrote, &#8220;A great civilization is not conquered from without until it has destroyed itself from within.&#8221; \u00a0Think of all the civilizations from the Roman Empire to Hitler&#8217;s Germany, and you&#8217;ll understand\u00a0that the most\u00a0vulnerable civilizations are those which first decayed from within. \u00a0Every\u00a0business, including broadcasting, is in itself a civilization with its own unique culture.<\/p>\n<p>And the toughest selling job you will always have is within your organization, not externally.<\/p>\n<p>Your sales people are beat up on the street every day with objections like\u00a0&#8220;Your rates are too high&#8221; or &#8220;radio is dead, I&#8217;m using social media&#8221; or &#8220;Your competitor has a better audience.&#8221;<\/p>\n<p>Over time, these objections can take their toll on their confidence levels. Your organization can slowly be undermined from within if you do not have an internal marketing plan; a plan to continually &#8216;sell the sellers&#8217; on the merits of radio, your station and your\u00a0company. \u00a0If your infra-structure, staff morale, training, mission statement, vision and all of the other components which comprise your &#8216;civilization&#8217; or culture are strong and in tact, no external competitor or market condition can destroy you. \u00a0Stations which blame their competitors for their low rates or that blame\u00a0new media, the economy, or any other external conditions for their shortfalls should look inwardly rather than pointing outwardly. \u00a0The other advantage of focusing on strengthening your civilization is that you control it. You have no control over what the marketplace or your competitors throw at you. \u00a0You do, however, control your\u00a0internal beliefs, convictions, systems and culture. Those other civilizations can not bring about your demise if you do not destroy yourself from within.<\/p>\n<\/div>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><a name=\"LETTER.BLOCK7\"><\/a><\/p>\n<table id=\"content_LETTER.BLOCK7\" width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"15\" bgcolor=\"#ffffff\">\n<tbody>\n<tr>\n<td align=\"left\">\n<p align=\"left\">\u00a0<img loading=\"lazy\" decoding=\"async\" alt=\"\" src=\"http:\/\/ih.constantcontact.com\/fs033\/1110193228975\/img\/7.jpg\" width=\"97\" height=\"67\" name=\"ACCOUNT.IMAGE.7\" border=\"0\" hspace=\"5\" vspace=\"5\" \/><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>The Story of Civilization \u00a0Will Durant, the American philosopher and historian\u00a0wrote, &#8220;A great civilization is not conquered from without until it has destroyed itself from within.&#8221; \u00a0Think of all the civilizations from the Roman Empire to Hitler&#8217;s Germany, and you&#8217;ll understand\u00a0that the most\u00a0vulnerable civilizations are those which first decayed from within. \u00a0Every\u00a0business, including broadcasting, is [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-355","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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