Radio Blog

This page contains blog articles on a range of topics of interest to professionals in radio sales, including everything from selling technique to the state of the industry. If you have an opinion on any issue regarding radio or would like to share some of your sales techniques with others, you can submit an article for the blog here (max 400 words, please).

Feelings

Feelings, nothing more than feelings… How will the audience feel when they use your client’s product or service? If you can transmit that emotional experience in a commercial, you’ll get listeners to visit the advertiser or even begin using the product or service in their minds. Their imaginations will provide the most powerful “test drive” on the planet. Create a story that will put the listener in the situation where they’ll experience those feelings.

Another approach: have the audience feel what life would be like without the product or service in their lives, and then how much better they’ll feel with it. It takes the problem/solution scenario and turbo charges it with emotion. Make the feelings come alive with sight, sound, touch, taste and smell. Make them want it. Then show them how easy it is to get that feeling – go to the store, call the number or log onto the web site.

We all want to be happy. Write your commercial to show us how we can be happy. Help us picture in our minds being happy using your client’s product or service. It’s the ultimate benefit sell.

Jeffrey Hedquist. Email jeffrey@hedquist.com

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Radio Blog