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Paul Weyland has quirky wit and a wealth of knowledge. You can tap into it for free right here on his blog.
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.
Media salespeople are usually the ones with the rate issue…not the local direct decision-makers we deal with. We know now that value almost always trumps price. That means that when a salesperson proves to a client beyond a shadow of a doubt that his/her plan for...
They say that money is the root of all evil. I say that lack of money is the root of all evil. If the company is offering a higher percentage on local direct business, why aren’t you taking full advantage of the opportunity?