Compass
Dave Ramsey
Sean Hannity
Category: Sales
Five Secrets to Hiring Excellent Digital Sellers
By Walter Sabo
Sabo Media
Chairman
NEW YORK — Made you look!
There is nothing harder than finding effective digital sellers. So hard, it is logical to conclude that there aren’t any great digital advertising sellers. The job listings are packed with ads begging, “Sharks wanted.” “Are you a shark?” “Can you bring business with you?” “Closers only.”
The account executive turnover at major digital firms is very high. Start-ups raise funds to salary qualified, experienced shark-sellers but their hires sell—nothing. Not a little, but nothing. In talking with dozens of start-up CEO’s they share the same story:
Have You Hugged a Lawyer Today?
An Exterminator?
By Holland Cooke
Consultant
BLOCK ISLAND — If you work on air, you get to keep working because you’re real valuable to sales. Heck, you should be in sales, if only handling a handful of accounts that you yourself prospected. Commission-only! The station has zero to lose, and another set of feet on the street; and you COULD double your income. Yes you could.
To get you started, here’s a sure shot, including killer copy points, from a radio great.
When I moderated the very first session at the very first Talkers New Media Seminar — as Talkers New York was called in the 1990s – venerable Bruce Williams was among the panelists. And he ad-libbed a paragraph my clients have been making money with ever since.
Although Bruce’s recognizable voice and trust-me delivery slam-dunked the copy, this spot could also be effective voiced by the client, unless the attorney can’t affect the sympathetic delivery necessary.
Controversy Proves the Power of Radio
By Walter Sabo
Chairman
Sabo Media
NEW YORK: Let’s review a show that promotes:
• Co-habitation without the benefit of marriage; Sexual stereotypes — girls throw themselves at football players just for a kiss.
• Racial stereotypes. For example, it promotes the need for more black friends in order to be appealing.
• The discussion of condoms.
• Living together and sex with strangers.
Then, it promotes even more living together and sex with strangers and the humor of meeting a possible mass murderer.
That show commands the highest spot rates of any comedy show this year. It is on Fox.
Radio Should Learn About Hyperlocal Marketing
By Walter Sabo
Sabo Media
Chairman
NEW YORK — A vital revenue and programming trend to understand is “hyperlocal” marketing. It is easy to assume that live, local radio is hyperlocal but in marketing terms it is not. Hyperlocal to a brand marketer is content, technology and commerce that is one step in front of the target customer. Hyperlocal marketing influences the buying decision at the moment of decision and purchase.
For example, if your station offers an app with hyper-local commerce capabilities, a listener carrying that app could pass by a Dunkin’ Donuts, and through GPS, the app could signal the listener that they can walk into DD and receive a free donut. That’s hyper-local marketing at its simplest.
Interview Your Dentist
By Holland Cooke
Radio Consultant
BLOCK ISLAND — Assume that, in meetings you’re not invited to, tough decisions are on the table. And as cutbacks continue, it’s real smart for on-air personalities to seem real valuable to the sales department. If your endorsement spots move product, bean counters view you as “revenue,” not just expense.
Savvy hosts are pro-active, not just reactive. They THINK sales, spotting prospects everywhere, and tipping-off the sales department.
Next time you slide-into the dental chair, you might chat-up your doc…at least until he or she numbs you.
Sixth Annual Hersky Awards
By Al Herskovitz
H&H Communications
President
BRADENTON, FL — Who cares why “Brave” beat out “Frankenweenie” for the Best Animated Feature Oscar? Who cares about Anne Hathaway’s coiffure? And who the devil is Seth MacFarlane (alright, alright…even I know who he is)? The Oscars is just about one of a score of lesser awards presentations – the Emmys, the Grammys, the Golden Globes, the Obies, the Tonys and on and on that have swept through the past 30 days or so. They pale in comparison to the one awards presentation that has any worth or meaning or gravitas. It’s 2013 Hersky Awards. For the uninitiated the Herskys honor outstanding achievement in the field of talk radio advertising and sales.
First, the rules…
Now to restate the rules for this sixth year for those who don’t remember. There is no golden statuette of a naked, bald man protecting his vitals with a sword or naked woman leaping after a sphere . The criteria vary from year to year at the whim of the awards committee. The committee consists of just one person. (See byline above.) Since it is impossible for the committee to hear every talk program or station in the country, the awards are pretty much confined to national entities or concepts national in scope.
So, now the envelope please!
Endorsements Should Be Interesting
By Michael Berry
Host
The Michael Berry Show
HOUSTON — All I ever hear radio industry execs talk about is ratings and revenues, as if the two go hand in hand. With music stations, that may be true. But talk radio’s future will be determined by our ability to get results for our advertisers. That includes, but is not limited to, ratings, and it probably has more to do with ratings in categories currently seen as less, or altogether un-, important; namely, 55 and up, or 35-64.
Ratings are not an end in themselves, but rather a pricing mechanism by which advertisers determine the rates they will pay. In an industry which measures itself primarily, indeed almost exclusively, on the 25-54 demo, it’s good to remember how many people are active consumers who don’t fit into those niches. Twenty-five-year-olds don’t buy houses, or improve them. Their bodies aren’t breaking down, so they don’t need all the medical advancements of companies willing to advertise those services. They are not investing, banking, exercising, losing weight, restoring vision, or maintaining a house that needs everything from new pipes to electrical to roofing to driveway pavers to a pool. In short, radio can still be very profitable as our society ages by appealing to direct-buy advertisers. But only if radio can yield results for the client. Think about it: listeners tune to music radio to zone out to music, and when someone talks it’s a distraction. Listeners tune to talk radio to be engaged, and the talk by the host is what they sought. If the host’s endorsement of a product could be as compelling as his discussion of Obama’s hypocrisy, imagine the boon to advertisers. Winning the ratings war for most listeners under 54 does not necessarily yield financial returns to the people who pay for advertising. It is not the size of the audience, but rather the size of the response for the advertiser, that will build loyalty in clients. So how do we get results for clients, especially live, direct clients? Read More
A Conversation with Marketron President and CEO Jeff Haley
HAILEY, IDAHO — Jeff Haley is president and chief executive officer of Marketron, the, Hailey, Idaho-headquartered company that is the media industry’s leading provider of business software solutions and services. Prior to joining Marketron almost a year ago, Haley served as the president and CEO of the Radio Advertising Bureau (RAB). Prior to that he served as senior vice president for Time 
Warner Global Marketing where he was responsible for creating marketing programs for some of the largest advertisers in the U.S. Haley worked extensively in advertising sales and marketing at Time Inc. and Children’s Television Workshop (CTW). He is on the board of directors for the Ad Council and a member of the Arbitron Radio advisory council. He also serves as co-chair of the Radio Creative Fund (RCF), the governing body of the Radio-Mercury Awards. Haley holds a Bachelor of Arts degree from the College of the Holy Cross and attended Boston University’s School of Management. The TALKERS interview with Jeff Haley was conducted by Michael Harrison.
TALKERS: What led you to leave the RAB and join Marketron? Erica Farber - then a recently signed-up VP of the RAB – has publically stated that she was surprised by your announcement to leave (which led to her ascending to your position). What happened to spark the decision?
JH: At the RAB, my goal was to reenergize the radio advertising business, taking advantage of all that radio does best. The time I spent there was the perfect preparation for this role – which focuses on providing stations the support they need to be as successful as possible in a new, much more competitive environment.
Baseball Stations: PLAN NOW
for Spring Training
By Holland Cooke
News/Talk/Sports Radio Consultant
BLOCK ISLAND, RI — With 2013 expense budgets now in umpteenth revision, this reminder: Be there or be square.
After all the sub-freezing days and nights that chill much of the USA this time of the year – and various off-season trades and free agent signings – The Boys of Summer will be a welcome sound come March.
Yet too few baseball stations establish a presence at their teams’ spring training camps. Smart baseball stations are cheerleaders, and really smart baseball stations start cheering a month before opening day, when every team is in 1st place.
Five reasons this has value:
Read More
Talk’s Unique Advantage
By Al Herskovitz
President
H & H Communications
BRADENTON – In the wild mad scramble for ad dollars during these highly challenged economic times, Talk Radio has one outstanding and special advantage over other popular radio formats. In order to enjoy listening to talk, it is obvious that one has to listen to it attentively. It doesn’t make a very good background service as does music.That is why certain products tend to gravitate toward both the demographics and the psychographics of the format…. particularly higher priced goods and services.
Tips to Rejuvenate Your Listener Emails
By Chris Miller
Chris Miller Digital
SHAKER HEIGHTS, OH — Once upon a time, it was cool to communicate with people via email. Now, it’s a utility like the power company. You don’t think about it very much, but it’s hard to imagine getting business done without it.
I hope you haven’t gotten so blinded by social media that you’ve fallen out of love with email. It’s still a powerful tool to communicate with your listeners, especially if your station targets adults. Here are three things you can do to make your emails that much more powerful.
Killer Endorsement Spots: Advertisers’ (and Your) Best Buds
By Holland Cooke
Radio Consultant
BLOCK ISLAND, RI – Even with Google now sucking SO many local advertising dollars away from legacy media, local radio can still be local retailers’ best friend, and that’s not an opinion. Data from the Radio Advertising Bureau and elsewhere continues to demonstrate that radio is, mathematically, the most efficient way to tell-a-lot-of-people-something. And being the #1 in-car medium, we can still reach consumers closest to the cash register.
And your relationship with listeners can be a powerful bond. Radio is an intimate medium, with decades of cred’ to the two generations which control most retail spending. So the local DJs and talkers who will survive the ongoing bloodbath do so by being more than just voices. Properly applied, the trust you have earned with listeners can sell-sell-sell, in a way that makes Arbitron numbers irrelevant.
In Search of the Effective Commercial
By Al Herskovitz
President
H & H Communications
BRADENTON, Fla. – The radio advertising world is going through a major shakeup. National ad agencies and the clients they represent are finding that “funny commercials ain’t workin’” as intended. Research is showing that these spots do get an occasional chuckle, create some brand awareness, may even improve market share a little bit, but have not been as effective as designed in bringing in new customers. Does this mean the disappearance of the Geico lizard and the spokesduck for AFLAC? The insiders are not saying, but there are strong hints that changes in approach are coming and soon to a number of national advertisers who have been featuring humor and what is termed as “cuteness.”
In what direction will they be going? Sources say the Madison Avenue move is going to be to recognizable spokespersons and “scenes from real life” in order to make an emotional connection with the listener.
Newspaper Decline Spells Opportunity for Talk Radio Sales
By Al Herskovitz
President
H & H Communications
BRADENTON, Fla. — Have you noticed lately how thin and anemic your daily newspaper has become? That is if you read a daily paper at all. New Orleans’ famous daily, the Times-Picayune, is reducing itself to three days a week starting this autumn. Incoming publisher Ricky Mathews says the move is necessitated by “upheaval in the newspaper industry.” There also will be staff reductions in this newspaper that’s been around for some 175 years. This is quite an admission and development.
And that’s not all! Three major papers in Alabama are going the same route: The Birmingham News; the Mobile Press-Register; and the Huntsville Times are also cutting back to three days. All of them will be publishing only on Wednesdays, Fridays and Sundays. Why only these particular days? Because these are the days they carry the ad flyers and coupons.
How sad it is that the newspaper business has declined to the point of becoming just a coupon delivery system.
Newspapers cannot even depend on the classified ads for sustenance which were historically their bread and butter now that Craig’s List has eaten that portion of their lunch.
I can’t tell you how many times in recent years when I called on a local retailer to pitch him talk radio time that I was hit with, “I must have my newspaper ad before I can even consider radio at all.” Now is the time to go back in and see that retailer.
Let the Talent Be Talent: 10 Things You Need to Know About Live Endorsements
By Michael Berry
Talk Show Host
KTRH, Houston
HOUSTON – When I listen to Rush Limbaugh, I zone out during the commercials. Except, that is, when the “commercial” comes from Maha-Rushi’s lips. I’ve never heard anyone deliver a better live endorsement than El Rushbo. It doesn’t feel like advertising at all. He makes me feel it’s his personal opinion, which is why I tuned in to him in the first place. I want to know his opinion of Obama’s latest move, and I’ll listen when he tells me where to shop.
Clients pay a premium for live endorsements on radio. It has been my experience as a talk show host that they then sometimes do everything possible to undercut the effectiveness of it. So, here are my list of suggestions to ad agencies, sales reps, and yes, even clients (the people who pay our bills) as to how we, the talent, can get better results for you. Help us help you. To sales reps and talent: I wrote this in hopes you could send it to your clients, whether direct advertisers or ad agencies. Let me be the bad guy and this can be your conversation starter.
- Don’t write a script. Any talent that needs a script isn’t worth the fee you pay for his endorsement. If all he’s doing is reading a script, have someone else read it. Hire a professional voice, or produce a better spot. Listeners can tell when a talent is reading your ad. You won’t get results. But if he uses your good or service and believes in it, you will get results. We can sell what we like because then it’s not “selling.” It’s simply sharing what we like and it’s what we do. Make sure your endorser understands you, the individual who owns the business. If you started the business out of your garage; if you are there every single day; if you answer when the phone rings to the main line, he should note that. People want a personal touch. He should share that you have it. Read More
Commercials Are Content, Too.
By Al Herskovitz
President
H & H Communications
BRADENTON, Fla. — It was one of those a-scene-from-life commercials. It went something like this: Woman 1 was the voice on an answering machine. “Hi, This is Madge, please leave a message.” Woman 2 was the caller. “Hi, Madge, this is Marge. Do you remember last week when we were talking about hormonal imbalance?” HORMONAL IMBALANCE? Regular folks don’t chat about hormonal imbalance on the telephone! Not unless they are two endocrinologists. The commercial was supposed to be about a weight loss product, but the premise was implausible. The commercial finally got around to the real topic – belly fat. Now there’s a subject many of us can relate to, and diets are something we could talk about to a friend.
Scenes-from-life commercials are quite common. The challenge is to make them sound like normal conversation. Sadly many of them come off contrived and unnatural because no one repeats an 800 number three times in rapid fire succession or refers to “plenty of free parking, open nightly ‘til nine” in this manner during talk between ordinary people.
The 2012 Hersky Awards
By Al Herskovitz
President
H & H Communications
BRADENTON, Fla. — Those minor, frivolous awards shows – the Oscars, Emmys, Grammys, Golden Globes, etc. – have come and gone and are mostly forgotten. Can anyone tell me who won the sound editing award for the best foreign language documentary? Who won what for what is but a dim memory, if that. All of this has been swept out of the way to make room for the most important of all: The 2012 Hersky Awards!
These are honors given to the very best in sales orientation in the talk format. Keep in mind there is no fancy ceremony with the ripping open of envelopes followed by the inevitable pregnant pause. No need to bring back Billy Crystal to salvage the event. There is no red carpet to walk in fancy, designer clothes where focus is put on how much “pupick” you can expose. There is no need to hire some expensive accounting firm to verify the honesty, authenticity, secrecy of the judging.
The process is very simple. There is only one judge. (See name above.) The judge reviews as much talk radio as he can hear and peruses as many talk station websites as he can view over the preceding 12 months. Keep in mind that the awards go only to national entities since it would be impossible to assess all the local ones, many of whom would be quite worthy in their own markets. There is one exception: local station website.
