Subject:
Four Great Spot Ideas in Three Minutes
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Weapons of Mass Seduction
How to Make Big
Money in Local Broadcast
Sales
May
2007-Vol
2/Issue 3
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| Dear Paul,
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|
 Hello Broadcasters,
Paul Weyland here in the office in Austin, Texas
for a change, instead of out visiting you.
On the road I get a lot of requests for more emails
like this one that identify and solve specific client
problems. So in this issue we'll look at financial
planners, divorce attorneys, furniture stores and
electricians. If you don't have clients in these
product/service categories on the air you should.
Use these script ideas to sell annual campaigns on your
stations. Use the same ideas to support your
on-line campaigns.
If you haven't bought the "On-the Spot"
CDR (below) yet then you should. We have spot
ideas from many product/service categories there, along
with valuable information to help you sell those ideas
to clients. Good stuff.
I hope to visit you and your station soon.
Call us and let's set up some training and gear up
your local direct revenues.
Thank you Eric Rhoads at Radio Ink. It was a
pleasure training your sales staff. Also,
thank you Salem Communications, Smith Broadcasting,
Midwest Communications, East Texas Radio and
Bonneville. It's wonderful being on the "same
page" with so many smart people. Together, we'll
wind up in the Circle of Trust with our local direct
clients as we teach ways to fight back against national
discount competitors without having to sacrifice their
gross margins of profit.
P.S. Be careful out there. With more local
direct business you might be carrying around more
cash. Our hearts go out to that manager in Florida
who got mugged in his station's parking lot last
week. Not good. They got him for $400 in
cash and $30,000 in
trade. | |
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| Financial Planners
& Electricians Looking for
Ideas |
|
Local business
owners, both retail and service industry, are looking
for good, practical advertising ideas, ways they can
attract customers despite the scurge of national
discount competitors. Let's take a look at a few
product/service categories.
Here's one
for an electrical
contractor.
An electrician's
average sale rewiring an existing home could be five to
ten thousand dollars or more. His gross margin of profit
is 40 percent after deducting the cost of labor. How many new
customers would you really have to attract for that
electrician in order to justify your little measly 10
thousand dollar weekly budget on your radio or
television station?
Here's a script,
using fear as a motivator.
How would you
feel if you lost everything? All of your
clothes, all of your furniture, all of your photos, your
computer, even a pet or another person, because of a
house fire?
According to the (your town) fire department
(percentage) of all house fires last year were caused by
faulty electrical wiring. Do you have
lights that flicker for no reason? Do you have
electrical outlets that no longer work? Is your house
more than thirty years old? You risk an
electrical fire.
At ______________ Electrical we
are experts at identifying and fixing electrical
problems before they burn your house down. Call
____________at (phone number). That's (phone
number).
Here is a
different beginning for the same spot, using
humor.
Do you really
trust your husband? I mean,
really? I'm
not talking about his fidelity, I'm talking about his
weekend electrical work. According to the
(your town) fire department, (and then the rest of the
spot).
All of the
recent news items about baby boomers moving toward
retirement mode create some opportunities for broadcast
salespeople.
Banks, financial
planners, stock brokers and other investment businesses
need compelling ideas for campaigns but the ones I'm
seeing and hearing aren't addressing a basic issue. Most boomers
don't have a "pot to piss in", much less enough money to
retire.
Many still don't have any kind of retirement
savings strategy.
The baby boom generation (born 1946-1964) has
broken all records as consumers but never learned
anything about saving.
Script ideas like
this one will break through the clutter on radio and
television.
Here's grim news for anybody born between 1946
and 1964. You may never be able to retire.
Most baby boomers haven't saved enough money to retire
and pay mortgages, taxes and bills. Do you fall
into this category? Do you really trust that
Social Security will take care of you? The
time to get your financial plans in order is now.
Call (financial institution) this week. At
(financial institution) we're in the business
of helping people rescue their retirement. Call
(financial institution) at (phone
number). Call (phone number) and make an
appointment so you can retire comfortably. (Financial
institution) (phone
number).
Financial
planners typically work for an hourly fee (Avg. $100 per
hour).
Brokers may work for a commission based on a
percentage of annual gains (one to three percent per
year) or off a percentage of your overall portfolio (one
to three percent per year) or for a percentage of each
transaction. |
| Furniture Stores
& Divorce Attorneys Need New
Customers |
Do you have a divorce
attorney on the air? Average sale for
an uncontested divorce could run three thousand or more
dollars.
The attorney's gross margin of profit is 60
percent after he deducts the cost of his
labor.
If you've been
threatened by divorce, or you're thinking about filing
for divorce, you're in no emotional condition to make
financial decisions that could affect the rest of your
life. Call
______________, the Divorce Attorney. When you're
vulnerable you need a loyal advocate that will represent
your best interest like a Big, bad big brother. At
__________________ Law Firm we fight to protect you and
your property so that you're not taken advantage
of.
_______________Law Firm, (phone number). At
______________ we make sure you get what you deserve in
a divorce.
And your disloyal spouse? We'll make sure
they get what they deserve as well. Call the Divorce
Attorney, _____________ at (phone
number).
Is all furniture
store advertising done by the same horrible Crapmaster
advertising agency? It seems
so. Thank
God for Washington's Birthday or I'd never know it was
time to buy a new mattress. "We've
got living room, dining room, bedroom, office furniture
all red-tagged right now for our annual blow out George
Washington red-tag sales event extravaganza! Save
thirty percent, forty percent, even as much as fifty
percent! Plus, buy now and make no payment until
2075!" Horrible.
Imagine how much
more furniture stores could sell at full retail simply
by using emotion to create demand. Here's an idea
for inexpensive furniture. It goes right to
the hearts and minds of people who are embarrassed to
have family or friends over because they don't have
furniture, possibly because they just went through a
divorce.
Wouldn't
it be nice to have your family and friends come to your
house for (Thanksgiving) this year? If you had an
attractive table and chairs so that everybody could sit,
eat and talk, you could invite people over, instead of
always celebrating at other people's homes.
At
------- furniture store, we have attractive solid oak
(or pine) dining tables and chairs that anybody,
including you would be very proud to own. Right
now a beautiful table with (six, eight) handsome chairs
are only $------. Good looking, well-built and
affordable dining room tables and chairs mean that you
could have the family at your house for
(Thanksgiving). Come see the dining furniture in
your price range at -----furniture,
(address).
See how we
identify and solve a consumer problem in this
commercial?
|
| The Quickest Path to Success in Local
Broadcast Sales |
BUY
THESE NOW.  If
you don't have these CDs then you aren't playing
with a full deck. They have helped many, many broadcast
salespeople sell a lot more local direct business.
They will motivate you and at the same time give you
valuable information you can use immediately to work
your way into the client's "circle of
trust." And
finally, my CDs have been packaged together, so you
can buy all four at a lower price. If you are in
management you'll want a set for every seller on your
staff and that means that instead of staring off into
space sitting at their computers sellers will be
listening to sage long-term selling
advice as they drive out to see clients.
If you are a seller and your boss is too stingy to
buy the set for you then it's in your best interest to
buy them for yourself NOW so you can start impressing
your friends. Soon after listening you'll be the top
biller at the station. You'll be driving an Aston
Martin with flashy rims and sporting diamond
dental grilles, while those that don't buy will be
living under a bridge somewhere snacking on wasps
for sustenance. That's not just a curse, it's a
promise.
The four CD set includes Direct
Selling Step-by-Step, Sales Basics: How to Make
Broadcast Sales Logical, Natural and Fun,
Long-Term Local Direct: How to Get Rich in Broadcast
Sales, and my newest CD On the Spot: How to
Produce Genius Creative Whether You're a Creative Genius
or Not. Armed with these four CDs you'll learn the
ten things you must teach every direct client, better
ways to prospect, present, negotiate, close and collect,
what's in it for you and your client to sign a long-term
contract, and the elements of good creative. Better than
a slap across the belly with a wet fish.
Click here to learn more about the
CDs. | |
|
The best broadcast salespeople are the ones
that know how to identify and then solve local
business owner's problems in relaxed language that
anybody can understand. Once a client understands
that your plan for his success is better than his own,
he'll hold your hand and let you lead. To make
sure you have the skill set necessary to help local
direct businesses survive their war with
national competitors contact us at www.paulweyland.com and find out how
you can have Paul Weyland visit your
market. Paul does sales seminars for broadcast
sellers, managers and production people. He also does
client seminars. Bring Paul to your station(s)
and sign more long-term local direct
accounts.
Knock 'em dead and have a great
May! |
Paul Weyland Communication
Strategies | |
|
Paul Weyland
Communication Strategies | nhutzler@swbell.net | Austin | TX |
78701 | | |
