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Pending Business: 2022

| September 20, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Seriously?

We haven’t even hit Q4 of 2021 and we’re talking 2022?

Yes, and yes for sure. As we push into October and the balance of Q4, before you can hit the send button, 2022 will be on your budgeting agenda. Start thinking now about how key metrics will play into your game planning for next year. This cycle will require more thought as we navigate the sales recovery from a COVID-impacted 2021.

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Pending Business: Demand vs Frequency

| June 14, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — The old saying on Madison Avenue was, “If you can’t sell it, sing it!”

Think about all those jingles you can sing from memory. How many really have a lyric line about a value component for a product or service? Truth is those wonderful jingle composers and singers really do have impact. Part of the secret sauce is repetition and no medium is better at repetition than radio. So why do today’s sellers fall short when it comes to pitching one of radio’s fundamental strengths? It’s Covid’s fault!

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Pending Business: Rates, Rotation, Negotiation

| April 19, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla — Why do most sellers make a simple process so complicated?

Ask the right questions, listen carefully and your advertiser will tell you how to sell them…or not. Yet most sellers are focused on their own goals pushing for the package of the week. They fail to listen, ignoring the advertiser’s goals.

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