By Holland Cooke
BLOCK ISLAND, RI — If you’re an attorney, realtor, veterinarian, financial advisor, or other professional services provider brokering weekend talk radio time to round-up new clients, there’s good news and bad news.
- The good news: Your call-in show exploits the most proven concept in marketing: free samples. “The lawyer is in; the meter is off.” Q+A about callers’ situations is relatable to other listeners. Do this right, and –even before you can invite them to — callers will ask, “May I call you on Monday?” Thus the worth of making your show the-best-it-can-be, doing fundamentally-solid Talk Radio, like the weekend warriors I coach.
- The bad news: Your station probably isn’t promoting your show enough. In too many cases, there are too many stations under one roof for over-tasked management to exercise the Quality Control they owe you. Is the program director of your station doing aircheck meetings with you, to help your investment ROI better? Do you know what an “aircheck” is? Have you MET the PD? Too typically, the sales manager is programming weekends, and if your check doesn’t bounce you passed the audition.
It is in NOBODY’S interest for your show to be a well-kept secret.
The station should promote your weekend show during the week.
The technique that’s proven most productive for weekend talkers I work with: 60 second commercials, disguised as informative features.
- Example: “snack-size” legal advice, story-telling that invites weekend listening AND web traffic AND calls/visits to your office.
- Podcast: Listen-in as veteran talk programmer David Bernstein and I critique examples of attorneys’ effective commercials. You will hear technique that can work for other professional services categories: http://getonthenet.com/1-4techniques.mp3
TWO MAGIC WORDS you should tell your sales rep.
The weekday commercial inventory least valuable to stations is most valuable to you.
- Their demand is heaviest on Fridays, but you would rather be exposed on Mondays, the beginning of the week during-which, for instance, attorneys offer no-cost, no-obligation in-office sits.
- So tell the station you want “Monday verticals” (spots which air throughout that single day). Just speaking the phrase, nonchalantly, will have your rep sitting-up-straight.
- More magic words: “6A to 7P.” Take Tuesday too. Later-in-the-week exposure is less productive.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. He is the author of “Holland Cooke: Greatest Hits” an instant download available exclusively from Talkers Books. Click the ad banner on this page. And he hosts “The Big Picture” TV show on RT America. Read HC’s Monday Memo each week at Talkers.com, and follow him on Twitter @HollandCooke