By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — Do you remember this rule from basic sales training? Radio is a frequency medium. Radio is the more efficient way to deliver a message with high repetition to a qualified audience and for measurable results; your message needs to hit your target audience at least_____times.
How many times should a target consumer hear an audio message to generate response?
Pick a reasonable number that will trigger a purchase cycle, before the message becomes an irritant. Can’t find a number? You are not alone. I think the rules have changed faster than you realize.
By Holland Cooke
- On-hour newscast ends…
- Over-produced, self-amused intro includes the phone number…
- If it doesn’t – or even if it does – the host then announces the call-in number (“…if you want to be a part of this extravaganza,” as Sean says).
- The host then talks, and talks – in ad-libbed paragraphs — lots of “I” and “me” – about topic du jour, thinking-aloud, until happening-upon a distilled call-in proposition, with that call-in number WAY in the rear-view mirror.
- Then spots.
By Walter Sterling
Talk Show Host
Perhaps you are just starting to broadcast from your home. If so, these findings might be useful.