This is another in my series of brief yet relevant radio job descriptions.
Radio sales manager’s job description:
Coach.
(P.S. Here’s a handy coaching tool for sales managers.)
From whom are you most likely to make a significant purchase:
A) Someone who makes you laugh?
B) Or someone you trust?
If you agree that the answer is B), what should your radio commercial strive for — provoking laughter or engendering trust?
This is another in my series of brief yet relevant radio job descriptions.
Yes, I know your radio station might not even employ a receptionist. Thanks to the glories of consolidation, automation and “economies of scale,” callers to far too many of those “personal, local radio stations” are greeting by The Phone Tree From Hell.
Some radio stations, however, still do have human beings answering the telephone. This job description is for them:
To help our friends & customers when they call us.
If your station has a receptionist, is that how they define the job?
Or do they see their job as “transferring the call to the right department” — or, at least, transferring it to someone (thereby getting rid of the caller)?
Everyone who telephones your radio station is either a friend (listener, supporter, fan, etc.) or a customer (advertiser, sponsor, supplier). Is that how your receptionist treats them?
Here’s the commercial.
Question: How many times does that 10-second radio commercial have to air on a radio station while you’re listening before you actually hear, understand and remember the details the advertiser is trying to communicate?
Answer: You’ll never get their message.
Hint To belVita: In a radio commercial, don’t give your Call To Action (in this case, what to email and to where) before giving listeners a reason to take that action.
“Oh, but we also were running longer spots in other dayparts, so the short and the long ads combine to create one cohesive campaign.”
Actually, I’m just guessing they ran longer spots. During the two hours I recorded this particular radio station, this was the only belVita commercial that aired.
But expecting listeners to complete a mental jigsaw puzzle in order to hear your sales message is neither realistic nor smart.
