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Pending Business: New and Improved

| April 12, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — New and Improved — two of the most powerful words in marketing so effective that the world’s biggest packaged goods marketers use the sell line over and over, generation after generation. So, why is it that when we introduce a new talent to our advertisers we stop at describing “product” (your NEW talent’s) features, skipping over what this NEW talent brings to your advertisers’ investment?

This week, my marketing work introduced me to several new talents at the local and national level. Lots of fun facts surrounding these NEW talents including: station resume (radio and/or TV), books they’ve authored, columns they’ve written, family, geography, community organizations, even hobbies.

Please don’t misunderstand, all are relevant facts, but none speak to the specifics of spending with your NEW lineup addition. Back to the packaged goods marketers. They understood the need to attach “IMPROVED” as the risk-deflator for the consumer. What they are really saying is, “Thank you for buying the old product, but we’ve got a NEW one that we’ve IMPROVED over the old one. Please give it a try.”

Look at the sales sheet for your newest talent. Can you find any language that speaks to an advertiser? Why do you expect any advertiser to draw a straight line from anchoring a local TV newscast for 20 years to live reads when, for 20 years on TV, that talent probably never did a live read?

How about the line that speaks to all the other radio stations and formats — any advertiser super stories? Do the writing skills that made them successful transfer to live reads? Hello? Is anyone home in the sales management office proofing those supposed sales sheets?

Let’s try to bring these six questions home:

  1. Why advertise with your new talent?
  2. What are you offering to help take the risk out of investing with the new talent?
  3. Does your new talent have any sponsor successes that are relevant?
  4. Can your new talent bring a unique experience to your advertiser’s live read?
  5. Have you asked your new talent if there is a particular category or advertiser they would enjoy working with?
  6. Have YOU heard the new talent do an endorsement that is so moving your advertiser will feel the enthusiasm in your pitch?

The good news is we are looking at an easy fix. Start making your NEW talent your path to IMROVED performance for everyone.

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:

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Category: Sales