Your prospects are bombarded with media choices every day. They can buy spots or ads anywhere — on the back of
buses, in newspapers, magazines, on pens and calendars, online, cable, skywriting, bus shelters, TV, billboards, coupon
envelops, not to mention all of the other radio stations in your market.The media tie-breaker for advertisers is the trust and
confidence they have in your account executives to help them get a return on their investment and grow their business.
As a professional radio marketer, you know the keys to branding and building trust:

1. Establish a clear and unique difference between you and your competition.
2. Pre-promote your expertise and service.
3. Train your staff as experts.
4. Use repetition to build reputation.
5. Building trust takes time; don’t expect instant gratification.
6. Be consistent with your message.
7. Your ads shouldn’t look like ads.
8. Customers want value.

DO YOU PRACTICE WHAT YOU PREACH?
You know how powerful these pre-selling techniques can be in the decision-making process. But do you practice them for your stations?
Does your stations’ marketing strategy effectively brand and pre-sell your account executives as trustworthy advertising professionals? Or do you still rely on old-school cold-calling and discount packages to sell your inventory?
SoundAdvice is a radio marketing system designed to turn cold calls into warm calls, to position your salespeople as helpful advertising experts, and to open the door to more 52-week contracts.

SOUNDADVICE IS A TURN-KEY, THREE-PART MARKETING SYSTEM

Part One: a short 30-second marketing tip e-mailed to your clients and prospects every Wednesday to help them grow their businesses. Each tip closes with an opportunity to request more information on the topic from your account executives.

Part Two: a field guide covering each SoundAdvice tip in more depth, with how-to guidelines and steps for your account executives to deliver to your prospects upon request, opening the door to important dialogue with your reps.

Part Three: a manager’s manual, sent in advance of SoundAdvice, for the sales manager to train salespeople how to use each marketing tip as a radio marketing tool.

SOUNDADVICE DELIVERS FOR YOU ON ALL EIGHT BRANDING TACTICS

1. A competitive difference. SoundAdvice is market-exclusive; your competitors cannot have it!
2. Staff promotion. SoundAdvice is sent with your station logos and a photo of your account executive promoting them as helpful marketing experts.
3. Staff training. Each tip is preceded by a short training module for your sales meetings.
4. Repetition. Each week, SoundAdvice presents a helpful tip to grow your clients’ business and build your reputation.
5. Trust takes time. SoundAdvice is delivered consistently for 52 weeks.
6. Consistent image. SoundAdvice is not junk mail. Many clients like it so much they will ask you to send copies to friends and employees.
7. It doesn’t look like advertising. SoundAdvice is delivered in a short and interesting newsletter format.
8. Deliver value. After your clients and prospects receive their first few issues, you and your expertise will be perceived as the value-added in every media buy.

SoundAdvice is a turn-key system. Our proprietary software has been developed and tested to ensure your message escapes most anti-spam software.

While each tip appears to come directly from you, our staff actually administers all of the confidential database management and details.

Some stations recognizing the power of consistent marketing have attempted to develop their own content and delivery system. Several things happened when they did:

1. They found the first few were easy to write, but after a few tips they had difficulty continuing to write interesting new topics;
2. Their e-mails were rejected by most anti-spam software;
3. Their content degenerated from useful advice to hard-sell advertising;
4. They discovered managing an ever-evolving database took too much time.

SoundAdvice makes your unique marketing tool worry-free.
We do it all.

Here is the best part: Professionally written, meticulously administered, and with satisfaction guaranteed*, SoundAdvice costs less than your salespeople spend on their morning coffee every day.

For more information, contact wayne@wensmedia.com

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