You know that marketing dwells in the world of perceptions, and perceptions become entrenched as beliefs, and it\u2019s almost impossible to change one\u2019s beliefs\u2026<\/p>\n
So, why do you keep trying to persuade someone who doesn\u2019t believe in radio, your format, your numbers or your audience to advertise with you?<\/p>\n
Why not pursue the believers? The believers are those business owners who know, like, and listen to your station. There are 62 registered businesses for every 1,000 population in your trading area, and we estimate that 50 of those 62 per thousand hold the potential to become clients for radio advertising.<\/p>\n
So, do the math… If you have an audience of 100,000 listeners, the odds are good that 5,000 of them could buy advertising from you! If you don\u2019t have a strategy to reach and influence those 5,000 listeners who own businesses and who already believe in your station, you are missing a huge opportunity.<\/p>\n
Trying to persuade a prospect that your station is somehow superior to their favorite station will never be as productive as finding and selling to those business owners who already listen to and believe in your station.<\/p>\n