By Holland Cooke
BLOCK ISLAND, RI — This week, part 3 of a series outlining best practices for attorneys, realtors, veterinarians, financial advisors, and other professional services providers who broker weekend talk radio time to round-up new clients.
- ICYMI: In too many cases, the station isn’t doing all it should to help produce results. If you missed part 1, which included a helpful podcast, click here.
- Last week: Filling your “Sales Funnel,” converting listeners to callers to customers: click here.
- This week: How a simple tool that you already use can light-up your show.
It’s ALL about the calls.
New client acquisition is a great big numbers game. Your specific goal is simple and measurable: For attorneys, it’s more “sits,” those no-cost, no-obligation in-office consultations, where prospects become clients. Whatever your work, you want the phone to ring at your office. So let’s make the phone ring during your show.
On talk radio, callers’ questions enable you to transcend mere advertising. Listeners hear…you…listening, to callers’ issues. And they take comfort in your caring manner and confident expertise. So caller quantity AND quality is the ball game.
For your purposes, talk radio needs to be dialogue, not monologue. A steady stream of callers implies that you are authoritative and approachable.
High call count is only half the success formula.
To maximize your ROI, callers’ issues/challenges/situations need to be both relatable to listeners AND pertinent to your area(s) of practice. So callers themselves are a factor. Some are great; others are worth ducking.
If you’ve been hosting talk radio for a while, and the phone just isn’t ringing enough, the show we’re describing might sound too-ideal-to-be-real. But it’s not. Simply repurpose a tool you already use: voicemail.
Call-in shows that only field callers in real-time are making a fundamental mistake.
- Why talk only with people who happen to be listening while you do the show live?
- We live in an on-demand culture. So, in addition to its weekend airtime, your show needs a podcast afterlife, which can also invite calls to a 24/7 number.
- And you can offer that number elsewhere in your marketing; including the station promotion we described in part 1 of this series.
- And some callers might be too shy to call while you’re on-air live.
Before each live weekend show, you can cull cream-of-the-crop voicemails, then sound darn popular on-air.
And maybe take-back your weekend! Some shows I coach pre-assemble what sounds like a lively show, which airs WHILE they’re working. Or playing golf. 😉
In addition to the past two weeks’ columns, I’ve set up TalkRadioROI.com for attorneys and Real-Estate-Radio.com for agents. And if you are neither, read-between-the-lines for fundamentals that can produce better results for any weekend show.
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