There Are 2 Doors In Radio Sales – Which One Are You Walking Through?

Yes it sounds weird, but stick with me on this…

There’s the World ‘Outside’ Your Client’s Door…
In THAT world there are people who DO or DON’T know that your clients business exists.

This is the world that you are offering your client, you want to introduce your client to your audience OR you want to remind your listeners that your client exists. It’s that simple!

Then… there’s the World Inside Your Client’s Door…
It’s the place that the client lives – where they know everything about everything that is related to their business.

What you want though is a way to frame their ad copy so that it will work for them, so take note:

1. As you enter their ‘world’ looks around, smell, taste, touch, feel, discover – uncover what it is that YOU perceive as unique in this world – what you find might form the basis of a commercial.
2. What type of service did you receive? It’s no good saying warm and friendly service in their ad if everyone is fighting in the workshop or office – is it?
3. Ask the client for bullet points about what they want in the ad – that’s it – remind them that you can only fit one, maybe 2 in a commercial script – you can always do more ads – but 1 or 2 is all you can do in THIS script. Quality and price ARE NOT allowed to be this one thing. And what ONE contact point did they want or need?
4. Then comes the hard question… Can you let me talk to a client of yours so I know what THEY think of the product or service – or – Can you give me hands on experience with the product or service so I can better communicate what it does, how it is done and why it is so good.

These 4 steps let you do the following:

• Give a textual reference point that you can use in your ad copy …”the smell of scented oils hits you when you enter <BUSINESS NAME>”
• Service, quiet or active workplace? “Only the locals know how busy <BUSINESS NAME> can get on weekends”
• Your reference points that MUST be covered …”this month only get a service for only ninety nine dollars, but only when you book online”
• Contextual experience, so you can communicate the benefits and features. “The beautiful, deep pile rugs muffle conversations, you feel like you are in your own private world…”

All of these will help to write better ad copy, which will create better results for the client – and return business for you.