I Tried Digital (or Mobile) Once, It Didn’t Work

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I talk with hundreds of local business owners every month about their advertising activities. Usually, one of my first questions is about what types of advertising they are doing and how they feel about the results they are getting. I have learned to expect “I tried Radio once, it didn’t work.”

Spike SanteeI Tried Digital (or Mobile) Once, It Didn’t Work
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Selling With Spec Creative on Every Call

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Selling with spec creative is by far the most effective way to build a successful career in Radio advertising sales. This article will help you learn how to overcome the most common stumbling blocks to selling with spec creative. When you’re done reading you will know how to easily sell using spec creative on every single sales call.

Spike SanteeSelling With Spec Creative on Every Call
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The Upside in a Slow Economy

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There is no doubt that being in business is difficult. There are many challenges you must face every day. But despite these challenges, American companies are doing surprisingly well. The most successful companies are those that learn how to increase their productivity while at the same time controlling costs. The successful companies keep on advertising.

Spike SanteeThe Upside in a Slow Economy
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The Law of Seed Time to Harvest

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There are natural laws that govern our world. Just like in life, the Law of Seed Time to Harvest applies to the consumer psychology and behavior affecting your company. You can’t work against the principle of Seed Time to Harvest. It impacts everything and everybody. We are all affected by the Law of Seed Time to Harvest. Now, while many things change in this world, the Law of Seed Time to Harvest never changes.

Spike SanteeThe Law of Seed Time to Harvest
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The Biggest Mistake In BADvertising

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We live in the over communicated society. Experts estimate that the average consumer is bombarded by over 5,000 marketing messages every single day. But now with the explosion of marketing through the Internet, social networking and mobile platforms, that number of commercial messages the average consumer is exposed has increased so dramatically, a reliable estimate is difficult to find.

Spike SanteeThe Biggest Mistake In BADvertising
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Is Advertising Really a Necessary Evil?

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If you are in advertising sales you have most surely heard someone say “Advertising is a necessary evil”. It is often said in a begrudging manor, not in a complimentary way. When your prospect tells you this, it rarely leads to a sale. But maybe it should. The prospect is at least acknowledging that advertising is necessary. You have half of the battle won already. Now you just have to show the prospect that by working with you, they will be able to eliminate the evil aspects from their mind.

Spike SanteeIs Advertising Really a Necessary Evil?
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Emotionally Engaging Commercials Work Better

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A very common mistake small business owners make when they are developing a commercial or advertisement is they try to include too much information. They desire to include lots of facts and figures. They want to list all of the features they offer. They often overlook the reasons why a consumer would pick them to help them with a need or desire. The reasons why are the very core of a compelling and engaging commercial message.

Spike SanteeEmotionally Engaging Commercials Work Better
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The Ladder of Importance

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The goal of successful advertising is to be known before you are needed. But if you compete in a crowded business category you must also be recognized as the first choice, the brand name that sits atop the Ladder of Importance in the consumer’s mind.

Spike SanteeThe Ladder of Importance
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