HOW A GOOD SALESPERSON
CAN HELP BOTH THE COPYWRITER AND THE ADVERTISER
by Dan O'Day
Assist the advertiser in clearly identifying the goal of the ad
Dig for information that will help identify the client's unique
Dig for information that will help identify the key benefits to
the client's potential customers.
Act as an advocate for the advertiser, rather than an advocate
for the system. See your job as producing results for the client,
not as procuring clients for the radio station.
Offer ideas & observations to the copywriter: What did you
see happening on the sales floor when you visited the client?
Ask 10 of the client's customers why they patronize that particular
establishment; provide that information to the copywriter.
Turn in the copy order EARLY. This means re-defining one radio's
great benefits, that of "immediacy." Too many salespeople
think "immediate" means, "Give me the order today,
you'll be on the air tomorrow morning." Sure, if there's
a disaster or a cancellation of a sale or a promotion, your station
can be on the air with changes & updates within minutes. Under
everyday conditions, however, "Immediate" should
mean: "Thank you letting us help you meet your goals. Your
new commercial campaign will begin next week."
The biggest bane of radio station copywriters
(& production directors) is salespeople who "just don't
get around to" getting the copy order turned in until the
last minute. The result: Rushed, uninvolving, non-motivating
spots that no one hears or responds to.
Excerpted from Dan O'Day's HOW TO CREATE MAXIMUM IMPACT RADIO ADVERTISING.