{"id":15358,"date":"2013-07-15T00:01:26","date_gmt":"2013-07-15T07:01:26","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15358"},"modified":"2013-07-14T23:46:53","modified_gmt":"2013-07-15T06:46:53","slug":"radio-advertising-sales-2","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/07\/radio-advertising-sales-2\/","title":{"rendered":"HOW TO PRESENT THE FINISHED RADIO COMMERCIAL TO YOUR CLIENT, Part 2"},"content":{"rendered":"<p><span style=\"font-size: 18px;\">This is the second of two articles that fly in the face of the common, woeful practice of <a href=\"http:\/\/danoday.com\/blog\/2013\/06\/present-radio-commercial  \">emailing radio commercial copy to your client for approval<\/a>.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Although you don&#8217;t want to fax or e-mail the copy to the client for &#8220;approval&#8221; &#8212; for the reasons given in <a href=\"http:\/\/danoday.com\/blog\/2013\/06\/present-radio-commercial  \">Part One<\/a> &#8212; you don&#8217;t want the client to be unpleasantly surprised, either.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">So unless it&#8217;s a long-standing &#8220;create \u2019em, run \u2019em, and send me the bill&#8221; relationship, it&#8217;s a good idea to get the client to sign off on any overall concept that deviates from what they expect.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Here&#8217;s how they form their expectations:<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<ul>\n<li><span class=\"Apple-style-span\" style=\"font-size: 18px;\">Existing clients base their expectations on the kinds of commercials you&#8217;ve been doing for them.<\/span><span class=\"Apple-style-span\" style=\"font-size: 18px;\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li><span class=\"Apple-style-span\" style=\"font-size: 18px;\">New clients base their expectations on what they think a radio advertisement &#8220;should&#8221; sound like. Their fallback position is the &#8220;newspaper ad read into a microphone&#8221; style.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 18px;\">\u00a0<\/span><span style=\"font-size: 18px;\">If they expect a straight announcer read and you&#8217;ve written a wonderful two-character comedic piece, don&#8217;t set yourself up for conflict and disappointment.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">\u00a0<\/span><span style=\"font-size: 18px;\">Instead, give the client a quick, confident call:<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p style=\"padding-left: 30px;\"><em><span style=\"font-size: 18px;\">&#8220;We&#8217;ve created a wonderful married couple \u2014 very contemporary but likable \u2014 to represent your target audience. Each commercial has its own little story, and each story delivers your sales message very clearly and effectively.\u00a0<\/span><\/em><em><span style=\"font-size: 18px;\">\u00a0<\/span><\/em><\/p>\n<p style=\"padding-left: 30px;\"><em><\/em><em><span style=\"font-size: 18px;\">&#8220;But this couple will be featured in each commercial. So instead of getting a series of &#8216;spots,&#8217; you&#8217;ll end up with a solid advertising campaign that continually builds momentum for your message.&#8221;<\/span><\/em><\/p>\n<p style=\"padding-left: 30px;\"><em><\/em><span style=\"font-size: 18px;\"><em>&#8220;Okay,&#8221;<\/em> the client says. (That probably is what the client will say. But if the client abhors humorous commercials, this is her one opportunity to object.)<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p style=\"padding-left: 30px;\"><span style=\"font-size: 18px;\"><em>&#8220;I&#8217;ve doublechecked your Conditions of Satisfaction&#8221;<\/em> \u2014 note how it is the client&#8217;s Conditions of Satisfaction; the client now has ownership of it \u2014 <em>&#8220;and although the characters are wonderful and it has an easy, humorous quality, when I play you the finished product you&#8217;ll hear all of the key points that you defined for me.&#8221;<\/em><\/span><\/p>\n<p><span style=\"font-size: 18px;\">\u00a0<\/span><span style=\"font-size: 18px;\">Did you notice the two sly elements in that last paragraph?<\/span><\/p>\n<p><span style=\"font-size: 18px;\">#1:\u00a0 &#8220;&#8230;the finished product.&#8221; You won&#8217;t be playing it tentatively, for her approval. You will be debuting the finished product.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">#2:\u00a0 &#8220;&#8230;that you defined&#8230;.&#8221;\u00a0<\/span><\/p>\n<h3><strong><span style=\"font-size: 18px;\">And Now, The \u00a0Disclaimer<\/span><\/strong><\/h3>\n<p><span style=\"font-size: 18px;\">I realize that many salespeople will read the above and think, &#8220;Yeah, right. In your dreams, pal.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Those are the sales reps who see their jobs as order takers. The customer gives them the cash, and they in turn jump through whatever and however many hoops the customer cares to throw their way.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Then there are the radio account executives who genuinely see their roles not as salespeople but as trusted advisors. They are committed to doing everything they can to make sure their client&#8217;s advertising is a profit center, not an expense.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">And they have taken the time to <a href=\"http:\/danoday.com\/maximum-impact-radio-advertising\">study radio advertising<\/a> at least enough so that they know more about it than their clients do.<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">If you&#8217;re an account executive, you get to choose which type you want to be.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the second of two articles that fly in the face of the common, woeful practice of emailing radio commercial copy to your client for approval. Although you don&#8217;t want to fax or e-mail the copy to the client for &#8220;approval&#8221; &#8212; for the reasons given in Part One &#8212; you don&#8217;t want the [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-15358","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HOW TO PRESENT THE FINISHED RADIO COMMERCIAL TO YOUR CLIENT, Part 2 - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2013\/07\/radio-advertising-sales-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HOW TO PRESENT THE FINISHED RADIO COMMERCIAL TO YOUR CLIENT, Part 2 - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"This is the second of two articles that fly in the face of the common, woeful practice of emailing radio commercial copy to your client for approval. 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