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).

Radio's Word Of Mouth

Word of mouth is the best form of advertising, right? That’s what your clients have been telling you for years.

It’s also one of the easiest ways to create an effective spot.

Visit, shop, browse, or just spend some time at your client’s place of business. Order something from them. Ask the salespeople questions. Hopefully these exercises will create a positive experience.

Now, make a list of people you know who’d enjoy or benefit by what the advertiser has to offer.

Imagine one of the people on that list just asked you for a recommendation for a (type of product or service your client sells). Start a recording device. Pretend you’re talking to them on the phone, or texting them, or emailing them, or leaving a voicemail for them. Visualize them reading or listening to the message. In a personal way, relate your experience with the advertiser to them.

Say it in your own words, not “advertising-speak.” Just naturally tell your friend why you liked the experience and why you’d recommend they go there. No hype. Keep it simple. Don’t try to fit too much into one message. If you have more than one core benefit, do more than one of these conversations. Be real. If there are some cons as well as pros, leave ‘em in. Remember, you’re talking to a friend, not making a commercial.

Transcribe the message. Edit it so it times out to a :60 or :30.

Have it recorded it the way you read it – not “announced.” Just make it a one to one conversation.

That’s your commercial.

If you find this technique useful, tell a friend. Send them to www.hedquist.com. Have them sign up for my free newsletter. Suggest they email jeffrey@hedquist.com, or call Hedquist Productions, Inc. at 641-472-6708, or fax 641-472-7400. Maybe they’ll tell someone, who’ll tell someone else, who’ll suggest to me that word of mouth really works.

© 1997 – 2010 Hedquist Productions, Inc. All rights reserved.

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