Recently I shared with you a real-life example of how to respond to a radio advertiser’s concerns without unnecessarily compromising the ad campaign.
Here are the highlights of the final exchange that occurred before we finalized the commercial campaign. (This will make more sense to you if you read the original piece first.)
Please notice that I didn’t simply say, “Whatever you want! You’re the client, and the customer is always right!”
Instead, I continued to educate the client. Respectfully yet firmly.
I had enough respect for him and for his business goals to help him understand why some of the things that made him feel nervous are important to the campaign’s success.
Side Note: If I create a radio commercial campaign for a new client and the client doesn’t express some nervousness about some aspect of the script, then I get nervous.
After continuing the “educating the client” process, I respectfully asked if I had addressed his concerns, and then I “closed”:
“Do you want to proceed?”
I didn’t say I “closed the sale,” because that already had been done. I get paid before I begin working on a project, so I wasn’t nervous about “scaring him off.”
In this case, the goal of “the close” wasn’t to get his signature on a contract.
It was to confirm that we had come to an understanding and that he was ready for me to take the next step: producing the commercial.
The Client Replied…
“I will probably have to go with your recommendation, however I never advertised myself as a cosmetic dentist simply because I don’t do full mouth reconstructions etc. Of course we do cosmetic procedures but usually when someone is advertising themselves as a cosmetic dentist they have extensive training in this area, which I don’t.
“I just don’t want to end up with “high end” patients and won’t be able to meet their expectations. That’s when you start getting bad reviews online or even get accused of false advertisement.”
“We civilians don’t know the differences among dentists — e.g., do all dentists do cosmetic dentistry, is there a difference between a ‘family dentist’ and a ‘cosmetic dentist,’ etc.
“What I’m hearing you say is it’s not inappropriate to say you do cosmetic dental, but you’re afraid some people will think think you do the heavy duty stuff such as full mouth reconstructions.
“Here is the only thing listeners will take away after hearing your commercial:
“If they want to have a smile like ‘those pretty people’ on their TV, you can help them.
“They won’t remember (probably won’t even hear) your credentials, accreditations, etc.
“It’s okay if as part of the intake process (your receptionist chatting with them on the phone) you identify 5% – 10% of callers for whom you would be inappropriate.
“For those 5% – 10%, your receptionist should be cheerfully prepared to suggest a couple of specialists.
“If your office steers them to the right person to help solve their problem, those callers still will be grateful to and say good things about you.
“If you had to tell 40% or more of the callers that you can’t help them, then I’d be concerned about your getting a positive ROI from your advertising. But 5 – 10% not only is nothing to worry about; it’s to be expected.
“Does this address your concerns? If so, do you want to proceed?”
Yes, he wanted proceed. He just needed a bit of reassurance and a bit of radio advertising education first.
The Moral for Radio Sales Reps and Copywriters
You’re the expert.
Your job isn’t to do what the advertiser tells you to do.
Your job is to help your client succeed.