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
Package selling has been a staple of the Radio advertising business for many years. Package selling can facilitate the selling process and put money on the books quickly because packages are easier for the advertiser and the sales person to understand than trying to build a proposal from scratch.
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
Our attitude has everything to do with our future success. Consider this saying; “A bad attitude is like a flat tire. If you don’t change it you’ll never go anywhere.” Here is the story of the two shoe salesmen who were sent to Africa to open up some new markets.
Spike SanteeWhy Pilots Don’t Turn Off the Engines to Save Fuel
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.
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.
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?
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.
From an accountant’s point of view, advertising is not an investment. Advertising is an expense. The cost of advertising is an operating expense. It is listed right there on the company’s profit and loss statement. Advertising is not listed on the company’s balance sheet.