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HOW TO EDUCATE YOUR RADIO ADVERTISING CLIENT, Lesson #4

radio sales,how to sell radio advertisingThis is the fourth in a series of articles helping account executives educate their radio advertising clients enough for the clients’ commercial campaigns to succeed.

Don’t Claim; Prove


You say your car dealership is friendly and 100% service-oriented?

I don’t believe you.

One of your customers talks about what a pleasure it is when she takes her car in for servicing?

How clean & comfortable the “customer’s lounge” is, complete with freshly brewed coffee and homemade cookies?

And how your staff offers to give her a ride to work while her car is being tended to?

And she uses real language, not clunky, fake advertising-speech?

And she’s really talking, not reading?

And we’re told her full name and her occupation?

I might believe her.

No, I’m not suggesting all of commercials should feature customer testimonials.

Yes, I am suggesting that you need to do something to enable listeners to believe you.

 

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