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Hola chiquitas, broadcast salespeople, managers and owners,
After numerous requests, we are broadcasting this issue of The Local Direct Chronicle a second time. Our last broadcast
was mailed out the week of Labor Day and was missed by some of our subscribers. Our apologies to those of you that have already read this issue. To
those of you that may have missed it, ENJOY!
On the right side of this edition you will notice pictures of Winnie the Pooh. Many of you have asked me in seminars if I
had a photo of her. Incidentally Winnie has learned my 10-Step presentation process and is now actively selling for a large
station cluster here in Austin, Texas. To Winnie the Pooh, "Nirvana" means closing a long-term contract. Come on folks, if a
dog can do it, so can we.
To improve your sales and management skills sometimes you have to go a little deeper
to find your answers. Click on Winnie for seminar information.
Send us your success stories!
Dealing With Dealerships
by Paul Weyland
It is never easy to convince an automotive group to advertise in traditionally slow months. If you succeed in
doing so, that's great.
Even if the client perceives that business is slow, we KNOW without a doubt that "X" percent of your listeners or
viewers WILL buy what your dealer is selling from SOMEBODY this week, providing your client does not have MARKETING
PROBLEMS. But how can these buyers, who are ON for a new vehicle RIGHT NOW, buy from YOUR dealer if they are not
thinking about WHO he is, WHAT he does or HOW to get in touch with him? See, we are not trying
to reach EVERYBODY in an advertising campaign, just a minute PERCENTAGE of your thousands of listeners or viewers who
WILL buy a vehicle from SOMEBODY this week.
And, all you have to do is get the attention of a small percentage of your weekly listeners or viewers in order to have a
successful campaign for your dealership. Now let's see, I am just willing to bet that virtually every single auto
dealer spot on your station sounds or looks just about the same, screaming disc jockeys and rediculous actors, infested with
cliches, props and sound effects, confusing financing and horrible disclaimers. These spots are just crapmaster WALLPAPER.
Link Full Article
Testimonial
"I love you Paul...I love you so incredibly much...Now, before your mind
starts racing about why this guy in Dallas is telling you that he loves you...check this out. As you know, I've been using the 10-steps
on EVERY SINGLE SALES CALL I go on. Yesterday, I closed a pretty big account. It is a mortgage company that has NEVER done radio
before. I sat the decision makers down and EDUCATED them using the "Paul Weyland 10 Steps to Understand Radio" process. While dealing
with the client throughout the proposal process, even they started using their "knowledge" by saying things like, "Chris, what if during
the first couple of months we started by owning our days rather than our dayparts," and, after I produced a spot for them, they asked
me to point out the three elements of a good commercial! These guys felt EMPOWERED! Before I tell you what the deal was for, let me
first tell you how the commission structure breaks down for direct clients on KRLD. If I put a local direct client on the air that is
new to radio, they fall in to the "New Direct" category. "New Direct" business pays 20% commission!! This is great! Especially since
the deal was for $318,500! Paul, this is why I love you. Using your training, I just made $63,700 in commission! That puts me at a
little over $910,000 in billing for 2003. I am SOOOOOOO close to the million dollar mark I can taste it! I Love you...I love you...
I Love You...If you EVER need a live testimonial to any class, station, market, whatever!...I'll be there. Thanks Again Paul. Did I
mention I love you?"
~ Chris Valletta, Marketing Advisor
KRLD News Radio 1080, Dallas/Ft. Worth, Texas
Ed.note: Chris uses Weyland's methods on every local direct sales call. If you want to make big bucks like Chris, click the button below and order
these CDs. Did I mention that these CDs are tax deductable?
"We use a selling strategy developed by a local Austin sales trainer, Paul Weyland, and we
have found it to be an excellent way to develop the marketing skills of our reps -- down to teaching them how to develop strong copy. Paul
Weyland's system has taught us how to manage the client's expectations. We have a very specific mathematic formula that uses the client's
average sale to guage what kind of expectation they should have. In a sense, we negotiate an expecation that is acceptable for everyone,
and our experience so far is that very few clients are disappointed at the end of the schedule. If a client doesn't have much money, one
thing we suggest is that they own a day -- heavily targeting a limited budget works far better than diluting it."
~ John Hiatt, VP/Market General Manager
Infinity, Austin, Texas
Previews of Coming Attractions
Production is almost completed in the first in a series of creative compact disks entitled
Spots Before Your Eyes. This CDR will contain at least 17 audio commercials along with
their scripts from various product and services categories. Before or immediately following
each commercial, producer Jimbo Kipping and I will discuss the logic and the thought behind the
writing and production of each commercial. This will be an excellent resource for radio and
television account executives, managers and production people.
You will be able to order Spots Before Your Eyes on line at my e-Store,
Weyland's Web Store or pick one up personally 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 are
starting the BRANDING process.
Sample Spots
Automotive
This month's newsletter focuses on automotive dealerships. Most of us know that most auto dealers are resistant to changing the way
that copy is written, but we are making some headway in some markets. Instead of the same old "CRAPMASTER" cliche auto copy
with screaming DJs, we are beginning to see better commercials using real customers. Ad guru Tony Schwartz always said that people have
a lifetime of experience either believing or not believing what they see and hear. Unscripted testimonial is a great way to create
excitement and desire in other people. Here is an example of what you might do for an automotive dealership by using real people who are
very excited about their new purchase, as testimonials for your dealer.
Station promo
We have had several requests for some copy that you could use on your stations to promote more advertiser "call-ins".
Here is a script that you could adapt for your radio or television station.
Updates & Notes
What? I have not been in your market for a while? Let your broadcast association
and your station manager know that you want Paul Weyland back in your town. Here is a
link to the seminars that I offer.
Weyland's Seminars
I will be presenting seminars in Veracruz,
Guadalajara,
Mexico City and
Monterrey, Mexico in the month of September and in Sydney,
Australia in the month of October. Check your calenders and call (512) 236-1222 or e-mail us
to get me into your market! 2004 is booking up -- CALL US!
Yes, the Professional Mediator™ is in its final development stages. We should
be ready to launch in a couple of weeks. The Professional version has a built-in proposal writer
including at least 5 various proposal formats.
The hand-held version and the original Mediator™ are still available free
at The Mediator(TM)
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