{"id":19430,"date":"2016-12-18T21:52:23","date_gmt":"2016-12-19T05:52:23","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=19430"},"modified":"2016-12-19T00:04:02","modified_gmt":"2016-12-19T08:04:02","slug":"radio-advertising-53-questions","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2016\/12\/radio-advertising-53-questions\/","title":{"rendered":"53-Question Response to \u201cWe Need More Sales!\u201d"},"content":{"rendered":"

\"questions<\/a><\/span><\/p>\n

In response to my \u201c2 Key Questions for Effective Radio Advertising\u201d article<\/a>, Blaine Parker<\/strong><\/span> noted: <\/span><\/p>\n

\u201cI used to have a form for the account rep interviewing a new advertiser. <\/em><\/span><\/p>\n

It had a version of the question, \u2018What problem is the advertiser promising to solve for the consumer?\u2019 <\/em><\/span><\/p>\n

At least half the time, the answer to the question was, \u2018We need more sales!\u2019 \u201d<\/em>
\n<\/span><\/p>\n

As I do with any new client, I sat down and wrote a bunch of questions sparked by that \u201cWe need more sales!\u201d<\/em> declaration.<\/span><\/p>\n

Because no specific advertiser has been identified for this exercise, of necessity my questions are generic, not specific.<\/span><\/p>\n

Here’s Something Important to Understand About These Questions.<\/span><\/strong><\/span><\/h2>\n

When I ask these questions, I never know which of them will lead to a successful ad campaign.<\/span><\/p>\n

Some of the questions might seem \u201ctoo basic\u201d to you. Others might seem obvious…or obscure.<\/span><\/p>\n

I write down every question that comes to mind, knowing that most of them won’t lead to helpful answers.<\/span><\/p>\n

I do that, of course, because I don\u2019t know in advance which questions will lead to dead end.<\/span><\/p>\n

These Are in the Order They Occurred to Me.<\/span><\/strong><\/span><\/h2>\n

For a moment I was tempted to move \u201cDescribe your ideal customer\u201d higher up the list, because it\u2019s such an obvious (yet important) question.<\/span><\/p>\n

Then I realized if I rearranged the order of the questions, I\u2019d be defeating my purpose: to share with you, on a basic level, the thought processes I go through when a client says, \u201cWe need more sales!\u201d<\/span><\/p>\n

When the Client Says \u201cI Need More Sales,\u201d Here Are a Few of the Questions I Ask Before Thinking About the Copywriting Challenge that Awaits Me.<\/span><\/strong><\/span><\/h2>\n

 <\/p>\n

\"how<\/a><\/p>\n

* Why do you need more sales?<\/span><\/p>\n

* Because your expenses have increased? <\/span>If so, which expenses?<\/span><\/p>\n

* Payroll<\/span><\/p>\n

* Inventory<\/span><\/p>\n

* Shipping<\/span><\/p>\n

* Energy Costs<\/span><\/p>\n

* Rent<\/span><\/p>\n

* Storage<\/span><\/p>\n

* Loss<\/span><\/p>\n

* Spoilage<\/span><\/p>\n

* Breakage<\/span><\/p>\n

* Theft<\/span><\/p>\n

* Have gross sales dropped?<\/span><\/p>\n

* Have overall profits dropped?<\/span><\/p>\n

* Have your margins (the percentage of the sale price that represents pure profit) changed?<\/span><\/p>\n

* Because your profit margins have shrunk?<\/span><\/p>\n

* Why have they shrunk? <\/span><\/p>\n

* Increased competition? <\/span><\/p>\n

* Are you selling a commodity, which inevitably results in a price war among competitors?<\/span><\/p>\n

* Because you’re in hock to your bookie?<\/span><\/p>\n

* Do you need more new customers?<\/span><\/p>\n

* What do you want the new customers to buy?<\/span><\/p>\n

* Do you need your existing customers to buy from you more frequently?<\/span><\/p>\n

* Do you need your existing customers to place larger average orders?<\/span><\/p>\n

* What do you sell the most of? Why?<\/span><\/p>\n

* What is your single most profitable item?<\/span><\/p>\n

For Storefront Retailers<\/span><\/strong><\/span><\/h2>\n

* What is the biggest sales day of the week for you? Why?<\/span><\/p>\n

* What is the slowest sales day of the week for you? Why?<\/span><\/p>\n

* Have your existing customers’ buying habits changed? If so, why?<\/span><\/p>\n

* Are your existing customers spending less per order than they used to? If so, why?<\/span><\/p>\n

* Is there a time of day when sales are dramatically less than the rest of the day? If so, why?<\/span><\/p>\n

* If a new customer came in and purchased just one item from your store, what would you like that one item to be? Why?<\/span><\/p>\n

* Do any of your products necessitate future continuing purchases (e.g., filters, toner cartridges)? \u00a0\u00a0 \u00a0<\/span><\/p>\n

* Do your customers presently buy those necessary continuing purchases from you? If so, how often?<\/span><\/p>\n

* If yes: Could you do something to entice them to purchase more frequently?
\n<\/span>
\n * If no, why not? Why do they purchase elsewhere?<\/span><\/p>\n

Describe Your Ideal Customer.<\/span><\/strong><\/h2>\n

* Gender<\/span><\/p>\n

* Age<\/span><\/p>\n

* Income<\/span><\/p>\n

* Job\/Profession<\/span><\/p>\n

* Marital status<\/span><\/p>\n

* Do they have children?<\/span><\/p>\n

* Do you have a referral program in place?<\/span><\/p>\n

* Do you have a rewards program in place?<\/span><\/p>\n

* How would your typical customer describe your store?<\/span><\/p>\n

* How do you wish your typical customer would describe your store?<\/span><\/p>\n

* Do you need to generate more sales…or more leads that convert to new sales?<\/span><\/p>\n

* What do your employees do to encourage more sales from browsing customers?<\/span><\/p>\n

* What do your employees do to encourage larger sales from customers at the time of purchase?<\/span><\/p>\n

* What does your typical customer say to himself immediately before deciding to come to your store to buy something?<\/span><\/p>\n

* What problem(s) does your company solve for its customers?<\/span><\/p>\n

* What is the most recent new thing you tried to increase sales? What were the results?<\/span><\/p>\n

* Can you upsell an added service to go with a purchase?<\/span><\/p>\n

* Does any competitor of yours sell more than you do? If so, what reason would their customers give for buying from them, rather than from you?<\/span><\/p>\n

* What products\/services can you bundle into a larger, more profitable purchase item?<\/span><\/p>\n

* What do you do better than your competition?<\/span><\/p>\n

* What does your competition do better than you?<\/span><\/p>\n

* What is the one thing your customers repeatedly have asked for that presently you don’t provide?<\/span><\/p>\n

* Which items\/services provide you with the highest margins?<\/span><\/p>\n

Download free radio copywriting seminar here<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

In response to my \u201c2 Key Questions for Effective Radio Advertising\u201d article, Blaine Parker noted: \u201cI used to have a form for the account rep interviewing a new advertiser. It had a version of the question, \u2018What problem is the advertiser promising to solve for the consumer?\u2019 At least half the time, the answer to […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[191,182,192,184,183,188,193,189,190,187,186,185],"class_list":{"0":"post-19430","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized","7":"tag-freelance-radio-copywriter","8":"tag-radio-advertising","9":"tag-radio-advertising-copywriter","10":"tag-radio-advertising-effectiveness","11":"tag-radio-advertising-sales","12":"tag-radio-copywriter","13":"tag-radio-copywriter-techniques","14":"tag-radio-copywriters-techniques","15":"tag-radio-station-copywriter","16":"tag-write-30-second-radio-commercial","17":"tag-write-a-radio-commercial-script","18":"tag-write-radio-commercial"},"yoast_head":"\n53-Question Response to Radio Client Saying \u201cWe Need More Sales!\u201d<\/title>\n<meta name=\"description\" content=\"What does the radio advertising rep do when the only thing the client says is, I need more sales\u201d? 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