Monday Memo: Sell the Outcome, Not the Product
By Holland Cooke
Consultant
All this month, I am outlining revenue-producing strategies and tactics, proven by advertisers’ results (which pay us all). If you missed our first two installments, here are “So what?” and “Stop Sounding Like Commercials.”
Listen to a stopset of local radio commercials and you’ll hear lots of stuff for sale.
Cars. Mattresses. Furnaces. Checking accounts. Replacement windows. Legal services. Appliances. But consumers don’t really want any of those things. They want what happens next.
- Nobody wakes up yearning for a new HVAC system. They want the house warm when it’s 12 degrees outside.
- Nobody dreams about replacement windows. They want lower heating bills, less street noise, and a living room that isn’t drafty.
- Nobody wants a mattress. They want to wake up without a backache.
Great salespeople sell outcomes. Great commercials should too.
But too often, advertising gets bogged down explaining what something is. Instead, demonstrate what it does for me.
- Don’t tell me your auto shop provides complimentary loaner cars. Assure me that I’ll get to work even when my car can’t.
- Don’t tell me your landscaper offers weekly maintenance. Let me spend Saturday enjoying my yard instead of working in it.
- Don’t tell me your restaurant makes everything from scratch. Make me hungry.
Consumers need clues
Help them picture themselves after doing business with the advertiser. That’s especially powerful on radio because our medium doesn’t provide the picture… the listener does. And the picture in someone’s imagination can be more persuasive than anything you could put on a screen.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
Unless you live in Hawaii and Arizona (except the Navajo Nation) or American Samoa, Guam, the Northern Mariana Islands, Puerto Rico and the U.S. Virgin Islands, your clocks will change when we “Spring Forward” on Sunday 3/8.
of sales for KGO-AM, San Francisco. In her role with Connoisseur, she’ll oversee national sales efforts in Portland, San Francisco, San Jose, Palm Springs, and Anchorage. Company SVP/Western Region and San Francisco & San Jose market manager Tina Murley says, “Deidra is a powerhouse. She brings intensity, strategic vision, and an aggressive sales mindset that aligns perfectly with where Connoisseur is headed as a company. She knows how to compete, how to lead, and how to win. I’m thrilled to have her on my leadership team and excited for the impact she will make across the West Coast.” Lieberman comments, “Connoisseur’s ability to drive national revenue through great local radio is unmatched, and I am thrilled to work alongside Jeff Warshaw, market manager Tina Murley, Katz Media and all our valued clients across the country. We’re building something big, and I’m proud to help drive results at scale through local execution.”
Oklahoma Association of Broadcasters Personality of the Year and has recently been recognized as a National Association of Broadcasters Marconi Award nominee for Medium Market Personality of the Year. He also played a key role in KRMG’s Marconi Award win for Medium Market Station of the Year. Zoellner Media Group owner Dr. Robert H. Zoellner says, “Skyler understands what local radio should be – trusted, engaged, and community focused. Promoting him into a morning and leadership role is an investment in KRMG’s future.” Cooper comments, “I couldn’t be more excited to hop in the driver’s seat of the KRMG Morning News and wake up with Tulsa each weekday morning, 5-9 am. I started my radio career here as a Sunday morning board op, and to be taking the reins of such a legacy morning broadcast is beyond what I could have ever imagined all those years ago.”
In an industry built on speed – breaking news, live liners, commercial deadlines – “pause” can feel like a luxury radio can’t afford. But Kevin Cashman’s The Pause Principle: Step Back to Lead Forward (Wiley) argues the opposite: pausing isn’t weakness, it’s a competitive advantage. For local radio leaders, the message couldn’t be timelier.
and radio industry CEOs are pleased with the probability that they will be loosened. Cumulus Media president and CEO Mary G. Berner states, “We’re encouraged that Chairman Carr and the FCC are advancing the 2022 Quadrennial Review. Quickly modernizing the radio ownership rules is essential for listeners who rely on local radio every day. With updated 
rules, companies like ours can invest more locally, diversify our offerings, and compete effectively in today’s rapidly evolving audio landscape. We look forward to working with the Commission to make these updates.” Beasley Media Group CEO Caroline Beasley comments, “We would like to thank Chairman Carr for moving forward with the quadrennial review on this critical endeavor. This is a defining moment for our industry to ensure that local radio can continue to fulfill its essential public service mission for decades to come. We look forward to working with the Commission to implement common-sense reforms that will allow broadcasters to compete fairly and keep serving the local audiences who rely on us every day.”
Woodward Community Media makes talk programming leadership moves that it says “strengthens its talk radio leadership with a key promotion and new hire.” Alex Thomas is promoted to brand manager fornews/talk WHBY-AM/W278AU and sports talk WSCO-AM/W256DD in Appleton, Wisconsin. At the same time, Paul Johnson joins the company as the new assistant brand manager for the Woodward Community Media Talk Team. Johnson most recently served with Midwest Communications. Thomas says, “I am thrilled to be given the opportunity to be brand manager of such prestigious stations of WHBY & The Score. With WHBY celebrating its 100th year Anniversary and WSCO’s local sports presence, it’s an honor to represent Woodward Community Media as the talk station brand manager. I look forward to continuing our community impact and highlighting the Fox Valley with great local radio programming.” Johnson comments, “I’m excited to be part of the team at Woodward Community Media! So many talented individuals on staff, and I feel very fortunate to join the team at WHBY and WSCO with the goal of providing great local radio to the listeners of the Fox Valley.”
It’s not your imagination. The world has gone daffy. The USA is all-but boots-on-the-ground in rough neighborhoods around the world. Weather is getting even wackier. The next gun nut could open fire, at any moment, anywhere. 2024 campaign? It’s a long way to November. And even in this rebounding economy, supermarket prices still hit-home… if you can get there.
Until NASA approves company logos on rockets, the fastest billboards an advertiser can buy move at over 200 miles per hour, weigh less than seven ounces and are three-hundredths of an inch thick.
Whenever possible, USA consumers will pay cash, and they’re paying-down credit card balances, per recently released 