Welcome to the Local Direct Chronicle

Ola Broadcast Salespeople and Chiquitas. Welcome to the first Local Direct Chronicle from Paul Weyland Training Seminars. This newsletter is designed to give broadcast salespeople more ammunition to close a lot more local direct business. Hey, this newsletter is FREE and, whats wrong with that?

Our aim is to get a newsletter to you once every two weeks. If you dont want the newsletter, just let us know and well take you off the list. Write back if you do like the newsletter as well. We appreciate all kudos and any criticism.

Always keep in mind that educated clients buy more than uneducated clients. So, if you educate your clients in language that they understand, youll look more like a resource (like YOU, dear friend) than a PEST (Chiquita). This newsletter and all Paul Weyland Training Seminar products and services focus entirely on better ways to work with local direct clients.

In each Local Direct Chronicle, Ill give you spot ideas from a particular product or service category. Use that idea to create spots that rock, instead of CrapMaster commercials that are full of clichs. How do you avoid clichs in your spots?

The Foreign Language of Advertising
by Paul Weyland

For a spot to work properly, every word needs to be meaningful and contribute toward the goal of getting the listener to do business with the client. Instead, we often sabotage and camouflage the client's message by using meaningless CLICHES.

Webster's dictionary describes "clich" as a "trite phrase or expression." I call clichs "meaningless words or phrases that take up space and have no place in your client's advertising."

How much harder could we be making it for listeners and viewers to understand our client's messages? If the goal in producing a spot is to communicate as clearly as possible with our audiences, then you can imagine how foolish it would be to write and produce and run your client's copy in a language that nobody speaks. But when we use clichs in our spots, we might as well be speaking in a foreign tongueand in fact we are.

Link Full Article (http://www.paulweyland.com/language.html)

Talk about a really tough service category, try FUNERAL HOMES! But heres a way your client can brand successfully AND look like a hero to your audience.

Speaking of writing, tell us about successes youve had using my direct selling system. I get cool emails every day, like this one from Dallas, Texas:

"I took Paul Weylands 10 step program and learned it backwards and forwards... Listening to his CD over and over until it just became a part of who I was. Once I knew his program, I had an incredible amount of enthusiasm and confidence about what I was selling! I UNDERSTAND RADIO!!! I took this enthusiasm into my new job and within the first 10 business days, I made a sale. Within the 1st 5 weeks, I have put $30,000 on the books. The 15 year veterans at this station are asking me to go on calls with them to EDUCATE their clients!! This program makes the prospective client "want to buy, rather than feel like they've been sold." Thank you Paul. You have given me an UNBELIEVABLE amount of help."

~ Chris Valletta, KRLD News Radio 1080, Dallas, TX

If you dont own the audio CDs that Chris is referring to, click here and you can order them on line.
http://www.paulweyland.com/products.html

Im working on a spot bank with ideas for 70 or more product and service categories. I hope to have them for sale on CDs and on the website at www.paulweyland.com very soon.

Better, more logical spots will break through the Craposphere and make it much easier for your listeners or viewers who are ON for your clients product or service to remember your clients product or service (for everybody else, were starting the BRANDING process).

Of course, the other reason youre getting the newsletter is to inform you of new products and services from Paul Weyland Training Seminars. To send you lots of good stuff and then ask nothing in return wouldnt be IGNORANT on my part, it would be STUPID.

Recall the quote, Life is hardbut its a lot harder if youre STUPID. ~ Sammy Allred

What? I havent been in your market for a while? Tell your broadcast association or your station manager that you want Paul Weyland back in your town. Heres a link to the seminars that Im offering now. http://www.paulweyland.com/seminars.html

Yes, the Professional Mediator is in its final development stages. We should have it available for sale on the website within a month. Yes, you will be able to print from it. And, the Professional version has a built-in proposal writer.

The hand-held version and the original Mediator is still available for free at http://www.paulweyland.com/mediator.html

In This Issue: