I have been in radio, mainly in the news department, production and board op, for ten years. I have been a morning radio co-host for 5 years. I am out in the community representing the station often (festivals, remotes, etc). I still fill in for the news department as needed. I also write, voice and produce copy daily. I write all this to ask: What can I do to increase my worth at our station during these tough economic times?
If you’re asking in a career sense, then what you really need to do is increase the station’s awareness of your worth. Make sure they know what you do. When someone — a listener, a sponsor, an organization — compliments you, ask them to put it in an email to your station manager.
Unfortunately, at most stations it simply isn’t enough to be valuable. You’ve got to make sure they know you’re valuable — and the most effective way to communicate that is via third parties praising you to your manager.
How was it? What did you learn? New stuff, or just the same tired old “sales training 101” stuff you’ve heard for years?
You (or your employer) had to pay to attend. Do you expect to make a profit on that investment? Do you feel better equipped to take control of the your next conversation with a gatekeeper?
I’ve been looking for a copy of this for years. I remember the commercial from when it originally aired — which was before anyone ever heard of Dustin Hoffman. (Okay, anyone outside of the world of Off Broadway theatre, where he was considered a genius.)
In my Hypnotic Advertising seminar, I teach the value of what I call “Anticipatory Surprise”: The first time you experience the commercial, it’s a surprise. Afterward, each time you hear (or in this case, see) the spot you gleefully anticipate that surprising moment.
I also point out that the enjoyment is not of the surprise itself but rather of the moment immediately before the character reacts. I think you’ll see what I mean the second time you watch this. (Sorry about the poor quality. But after all these years of searching, I’ll settle for this until I find a better version.)
NOTE: Today’s REAL posting is immediately below this teleseminar update.
This is the last day to sign up for Tuesday’s teleseminar, HOW TO GET PAST THE GATEKEEPER: Advanced Strategies for Sales Professionals. Registration closes at 9:00PM EDT today.
A quick look at the roster reveals the kinds of professionals who have registered include Radio Station Owners, Voiceover Artists, Sales Managers, Station Managers, “Vendors” (companies that sell services to media companies), and Account Executives.
I’m particularly pleased to see voiceover artists among the registrants, because you don’t need to have “Sales” in your job title to profit from this course. It’s for anyone who sometimes needs to reach someone on the phone — but can’t get past that person’s gatekeeper.
Check out the uncensored reviews (in their own voices) from previous attendees.
I find this commercial too depressing to critique. Not because it’s so bad (although it is) but because…Oh, something about what it says about our society.
So here’s your chance to demonstrate your expertise. What’s good about this spot (aside from the fact that eventually it ends)? What’s not so good? How could it be improved upon?
