Pending Business: One Thing Every Advertiser Should Know

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Here is a simple question that every talk radio seller who wants to be successful must answer: “What is the one ‘thing’ every advertiser should know about my on-air talent?” In other words, what is the unique selling point that can be connected to your on-air talent and only the talent you represent.

And try your best to move past audience ratings because they come and go. “We’re number #1!” is an important validation, but when the time comes to move into the price=value equation, beauty is in the eye of the beholder.

Let’s keep moving forward. How about that great success your talent helped create for your best client? Can you drill that success down into a selling proposition that is so simple to understand, it makes sense for your next prospect? Is it field-ready with full documentation backup for every new business call or when you need to move the needle on a budget?

Probably not.

Sometimes we get so distracted, we overlook what really sells: success, proof, track record, and minimizing risk.

Those are the four distinctly different components that should be part of the storyline every advertiser should know about your on-air talent. Let’s review the four corners you need to lock down:

  • Success: The story should be easy to understand with results that any advertiser can relate to. If the accompanying budget was significant, anticipate the objection and scale the conversation.
  • Proof: Letters, pictures, even audio demos work. Use tangible proof that can be accessed easily be it online or via email.
  • Track Record: Best to show a longer term relationship. Events, shows, concerts, etc. are always helpful, but often driven by unique dynamics.
  • Minimizing Risk: Always overlooked by the seller, always at the top of every local advertiser’s mind. Winning the business starts with building confidence in your expertise as a seller and the power of your on-air talent.

The “One Thing Every Advertiser Needs to Know” is a great exercise in this new online meeting world. Try adjusting your planning, organization and presentation to a newer attention-challenged selling environment.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: