ENS on Sales

ENS on Sales is Rick's free weekly tip for Media Reps and Managers.  We provide short, useful advice every week to help guide media reps and managers to become better at what they do.  Many managers tell us they find the tips as useful topics for sales training, and media reps find some of the topics useful as client leave-behinds.  We address topics such as:

• Time Management
• Ad Writing and Creativity
• Creating Strategy
• Effective Advertising
• Prospecting
• Motivation
• Goal Setting
• Best Selling Practices
• And much more

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Current ENS on Sales Issue:

Still Wasting Words

I wrote on this topic nearly 4 years ago, and believe this or not, not everyone in the radio world read it, and if they did, they didn’t heed the message. Shame on us!

Therefore, allow me to stand on my soapbox for a minute and speak once again to something I am very passionate about, or should I say, very passionate against!

I’m referring to using phone numbers in radio ads. Regardless of what size market we drive through, while listening to the radio we still hear the dreaded seven-digit, or worse yet, ten-digit phone numbers. Yes, it’s still happening! 

Is it happening on your stations?

The ONLY thing that could possibly be an even bigger waste of breath is when we do the unthinkable and repeat the ten-digit phone number.

In recent weeks while driving to see clients, I went through small, medium, and even two major markets. I would guess that approximately 25-30% of the ads I heard included unmemorable seven and ten-digit phone numbers. Why? 

I realize that the business owner is usually the one that says, “I need my phone number in the ad; that’s how people reach out to me”. As media reps, it’s our job to explain to them how our medium is used and instead show them a better way to use those seven, ten, or twenty words. 

The listeners of your stations do not stand by with a pen in hand, waiting to write down a phone number from an ad they previously heard that may or may not air again in the next commercial break. It’s simply NOT how people listen to the radio. It’s not how people watch TV either. Do you have a pen and paper handy while watching TV?

If the message is strong enough and creates enough desire, the interested consumer will find them. Nine times out of ten they will google the business name or speak into their phone and simply say, “Call Joe’s Pizza”, “Central HVAC”, or “Sioux Auto Sales”.

There are only 5 scenarios when we should use phone numbers in radio or TV ads:

1.  When the number is very easy to recall – For example (prefix) – 1-2-3-4 or (prefix) – 20-20 (I’m still skeptical)
2. It’s said in a unique way that makes it very easy to recall – For example “541- twoooo – sixxxx….seven – eight”! (Still skeptical!!)
3. A vanity number – For example 541–BEDS, or 1-800 – GOT JUNK
4. Direct Response ads – The rule of thumb is to repeat the number 4-6 times.
5. When a business doesn’t have a website or social page. (Shame on them)

Let’s make the world a better place and eliminate phone numbers in radio ads!

O.K., I am now off my soapbox! Thank you for allowing me to vent!