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Pending Business: Who Cares?

| October 11, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Those could be the two harshest words in sales.

Think about this scenario. You have prequalified the advertiser. You spend hours developing a proposal loaded with your best sales points. Every #1 position you can muster is so baked into your pitch you can recite the numbers in your sleep. If your station is not in the business of ratings, you find another #1 strategy. Your talent bios show a spectrum of photos that range from influential guests to family photos that warm the coldest hearts. Confidently, you hit the send button, looking for the feedback that leads to winning the business you’ve worked hard to develop. But wait! You’ve missed one of the single most important steps in this process. Before you hit the send button, has your proposal passed the “Who Cares?” test when it comes to all these perceived salient points? Have you considered what is truly RELEVANT to this advertiser?

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