Let’s make a promise to make our product/service easier, not harder, for our local clients to buy.
Rather than useful information that consumers need to know, most broadcast commercials are filled with meaningless clichés that no one wants to hear. Today’s consumers don’t like being “sold” but they don’t mind being informed.
Here are some of the talking points you’ll need to turn some of these giant non-advertisers into regular clients on your stations.
I wince when I find out that the person I’m speaking with is not the advertising decision-maker. Instead, I spend an hour with another depressed “marketing director.”
If I knew what the client’s average sale was, and if I knew what his industry’s gross margin of profit was, then I had irrefutable evidence that my budget suggestion was well within the client’s ability to pay.