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Hola Chiquitas, salespeople, broadcast managers and owners! This is The Local
Direct Chronicle newsletter, brought to you by Paul Weyland Training Seminars.
We received a lot of feedback from the first newsletter: http://www.paulweyland.com/newsletter/newsletter060503a.htm
Evidently there is a desire out there to get regular communication on the important
subject of how to sell more local direct broadcast advertising. For those of you who wrote
us, thank you for your comments and suggestions. And yes, we are aware that we misspelled "Hola". We did
that on purpose of course, just to make sure that you were paying attention. Misspelling
my own name, "Weylnad", was an actual typo. It happened because the software guy sent out
the email before we could check the spelling. Brilliant for those of you who caught that
one. Keep in mind that I'm dealing with software engineers in order to get the newsletter
out. Working with them is kind of like working with your engineer at the station.
Here's an idea...just for fun, go ask your engineer how FM works. 45 Minutes into his
dissertation, you'll be ready to SET YOURSELF ON FIRE.
Lately, we have had a number of requests to begin featuring ideas that come from YOU.
Look, we’re all on the same page here. If you have an idea that worked very well in
your market and broke through the CRAPOSPHERE ™ of the 2,500 commercial impressions
per day that each of us are exposed to, send it in. We’ll share as many as we can.
Sample Spot: Real Estate Companies
Here’s an idea from Matthew with Clear Channel in Wisconsin, on how well
broadcast can work for a real estate company. Click on to our Spot Bank (right below) and take a
listen to Matthew's work. Then we'll spend some time exploring the lucrative world of
local direct real estate.
Real Estate: Getting Appointments,
Handling Creative and Managing Expectations
by Paul Weyland
I’ve always had a problem with real estate companies using too much print and
not enough broadcast. The weekend newspapers are full of real estate
advertising. We typically get a much smaller percentage of that category in
broadcast. It’s a shame. And at the same time, it’s a heck of an opportunity.
Let’s discuss real estate for a bit. Let’s focus on creative ideas AND better
ways to get appointments with real estate decision makers.
First of all, getting appointments. Most of you know that when I’m not on the
road speaking at your conventions, I work with salespeople (and a few Chiquitas)
on the street. So, I’m out with clients virtually every week. One of the best
ways I’ve found lately to get appointments with a variety of decision makers is
to open with a HEADLINE, as I’ve told you before. And here’s a great way to do that.
Link Full Article (http://www.paulweyland.com/realestate.html)
Testimonial
Speaking of writing, tell us about successes you’ve had using my direct selling
system. I get cool emails every day, like this one from Marshall, Missouri:
"Thanks Paul, you're ALWAYS so
full of great and unique ideas. I'm soooo glad you're doing this newsletter! I
have 2 of your CDs and have been to 1 seminar. I love your copy ideas! I've never
seen better....you make selling radio fun for me. Thanks again!"
~ Dana Sanchez, KMMO, Marshall, Missouri
If you don’t own the audio CDs that Dana is referring to, click here and you
can order them on line.
http://www.paulweyland.com/products.html
Previews of Coming Attractions
Because so many of you have asked for it, I am working with Austin spot writer and
producer Jimbo Kipping to come up with a series of CDRs filled with creative ideas
in various product and service categories. Here's what we'll do. We'll provide you
with scripts and then a produced versions of those scripts on the same disc.
Some will be complete spots, some will be creative ideas to get you started. On each
script, we'll attach the RULES for writing and producing good creative. Each CDR will
have around 15 script and creative ideas. They'll sell for around 50 dollars per CDR.
We hope to have the first one available within a month or so. You'll be able to order
on line at my e-Store or at my seminars.
Better, more logical spots will break through the Craposphere™ and make it much
easier for your listeners or viewers who are ON for your client’s product or
service to remember your client’s product or service (for everybody else, we’re
starting the BRANDING process).
Of course, the other reason you’re 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 wouldn’t be IGNORANT on my part, it
would be STUPID.
Recall the quote, “Life is hard…but it’s a lot harder if you’re STUPID.”
~ Sammy Allred
Updates & Notes
What? I haven’t been in your market for a while? Tell your broadcast association
or your station manager that you want Paul Weyland back in your town. Here’s a
link to the seminars that I’m offering now.
http://www.paulweyland.com/seminars.html
Yes, the Professional Mediator™ is in its final development stages. We should
be ready to launch in a couple of weeks. 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™ are still available for free
at http://www.paulweyland.com/mediator.html
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